EXPLORING CREATIVITY: PRACTICES AND PATTERNS,
the 6th Conference of the SEA events (Share. Empower. Awareness.)
hosted by the University of Brasov Transylvania during the period 17 to 18 October 2014
TRANSILVANIA UNIVERSITY OF BRASOV
THE ROMANIAN FOUNDATION FOR BUSINESS INTELLIGENCE
THE ROMANIAN ACADEMY
List of submitted papers, accepted or rejected
Professor Dumitru Zaiț, Alexandru Ioan Cuza University of Iași, Romania
Professor Maria Bedrule-Grigoruţă, Alexandru Ioan Cuza University of Iași, România
Senior Lecturer Ovidiu Aurel Ghiuță, University Ștefan cel Mare of Suceava, Romania
Associate Professor Florin Alexandru Luca , Gheorghe Asachi Technical University of Iaşi, România
Associate Professor Irina Teodora Manolescu, Alexandru Ioan Cuza University of Iași, Romania
Professor Claude Martin, Université Pierre Mendès France de Grenoble, France
Professor Ioan Petrișor, West University of Timișoara, Romania
Professor Tawfiq Rkibi, ISLA Campus Lisboa, Portugal
Associate Professor Toader Pălășan, Transilvania University of Brașov
Professor Constantin Sasu, Alexandru Ioan Cuza University of Iași, Romania
Professor Alain Spalanzani – Universite Pierre Mendes Grenoble, France
Professor Ludmila Sterbova, University of Economics, Prague, Czech Republic
Professor Stanka Tonkova, University of National and World Economy, Bulgaria
Associate Professor Camelia Truţa, Transilvania University of Brașov
Professor Blandine Vanderlinden, ICHEC Brussels Management School, Belgium
Associate Professor Mihaela Voinea, Transilvania University of Brașov
Editor-in-Chief, PhD Dan Serghie
FRIA Members of Organizing Committee:
Senior Editor: Corina Anamaria Ioan
Language Advisor: Diana-Geanina Aramă
Editor: Elena Fabiana Făină
Editor: Alexandra Lotzing Stanciu
The UTV Members of Organizing Commitee:
Conf. univ. dr. Toader Pălășan (dean)
Lect. univ. dr. Mihaela Voinea (prodecan)
Lect. univ. dr. Camelia Truţa
The Romanian Academy Members of Organizing Committee:
President of Commission to study marketing problems: Florin Alexandru Luca
Many distinguished guests took the word in the first part of the conference, addressing many welcoming wishes from the part of the institutions that organized this event. The dean Toader Pălășan from the Transilvania University from Brasov, the host University of the event, was the first one who took the word.
In his welcoming message, as a host, professor Toader Pălășan – the Dean of the Psychology and Education Sciences Faculty from the Transilvania University of Brasov starts by conveying to the audience the message of the rector Ioan Vasile Abrudan. Professor Pălășan highlighted in his speech, firstly, the importance of developing this sort of educational and scientific partnerships, like the one where the works of the “Exploring creativity: practices and patterns“ Conference are presented. More than that, he highlighted the historical charge the location that hosted the conference has.
Another guests welcomed the audience from the part of the institutions that organized the conference: Associate Professor Constantin Necula, from Lucian Blaga University from Sibiu, Corina Anamaria Ioan, Senior Editor from the Romanian Foundation for Business Intelligence, Associate Professor Irina Manolescu, from Al.I. Cuza University from Iasi, Senior Lecturer Aurel Ovidiu Ghiuță, from Ștefan cel Mare University of Suceava, Associate Professor Florin Alexandru Luca, the president of the Committee for studying marketing problems from the Romanian Academy, Iasi branch.
Later on, the speeches of the guests were presented:
Associate Professor Constantin Necula, spokesman of Ardeal Metropolitan from Lucian Blaga University from Brasov, talked about Education: from capitalization to the recovery of the human factor.
In his speech, the professor highlighted the fact that education is not a routine process, but a construction of tension marked by creation, as its ferment. The creating poles of education are named by Christianity kerygmatic poles and have two dimensions:
- The positive creating pole- the ascending path that starts from life experience
- The negative creating pole- the descending path given by the Revelation and creates the phenomenological structures of the faith’s essence
What do we have to keep in mind is that these creating poles become constructive only within the conditions of an active, dynamic experience. In order to understand how the human capital can be reactivated during the educational process, we can distinguish between the interior side of experience, which can fight the “itemic externalization” of the educational culture. Education is an elaboration work and interior transformation, which proposes different and positive cultural reconfigurations. From this point of view experience, interpretation and its reflex make the living memory of pedagogy. It can not fructify itself insularly in historical fracture or wretched ideology conditions, but only as a maturation work. I think this is where the biggest problem of the Romanian education is. Like some mediocre entrepreneurs, we hurry to create values. The managerial structures from the education system resemble football club owners who don’t invest, don’t propose training conditions, nor normal for playing but they want results, and when they appear, the fruits are invested in other areas that in increasing the value of the didactic value or just human from the educational system.
Associate Professor Florin Alexandru Luca, the president of the Committee for studying marketing problems from the Romanian Academy- Iasi Branch, put under the public’s attention a short presentation on People. Creativity. Nature.
His presentation started with a quote of the writer Hermann Hesse, Nobel prize winner. Then he referred to a Phil Hansen’s idea, according to which “the limitations make us be creative”. Then he presented some of the most creative personalities from the world, in other words, creativity is strongly related to intelligence. Another important aspect during the presentation was that nature influences our creativity.
Senior Lecturer Ghiuta Ovidiu-Aurel, from Stephen the Great University from Suceava held a speech, talking about creativity in advertising and presented some case studies on extremely creative Romanian ads, but where the consumer remembers the ad but not the product. Some wrong examples were presented as well (brand confusion) where the consumer associates a certain creative ad, which he likes, with the generic correct product, but belonging to a rival brand. There was also presented a case study about the creativity used in higher education. Prof. Ovidiu Ghiuta presented models and creative practices which he uses in order to develop his students’ abilities in the marketing area by making real projects of company’s social responsibility.
In the third part of the conference, the participants presented their works, according to the sections they belong to, and further on we present a selection of the ideas debated within the Conference.
Anamaria Sidonia RĂVAR, Maria-Cristina IORGULESCU, Bucharest University of Economic Studies - ANALYZING MANAGERS’ PERCEPTION OF CREATIVITY IN TOURISM
The participants at the study acknowledge the importance of creativity in the development of their organization, as they constantly look to enhance their employees’ creativity by involving them in all the organization’s activities and decision making processes. The research revealed that travel agencies tend to be more creative in what regards incoming tourism products, unlike the outgoing tourism products, that tend to be standardized.
Furthermore, the study highlights that the restaurants and events sector is perceived as uncreative, as the leaders of this market offer standard services packages and continue to manifest resistance towards change.
Soufyane BADRAOUI, Laboratory Industrial Enterprise and Society in Algeria (EISA), University of Tlemcen, Algeria, Dalila LALAOUNA, Sociology department, University of Khenshla, Algeria, Souad BELAROUCI, Demography department, University of Tlemcen, Algeria, CULTURE ET MANAGEMENT: LE MODEL D’HOFSTEDE EN QUESTION
Different cultures perceive the benefits differently, found significant differences between cultures in perceptions and organizational/ Managerial practices.
Our modest contribution is structured in two parts: the first part concerns the presentation of the Hofstede model and analysis through this model on some African societies, the second reserved for discussing expose in socio-cultural characters that influences the African Management and limitations of the model of cultural dimensions of Hofstede and conclusion.
Zamfiroiu Alin University of Economic Studies, Bucharest, Romania, ANALYSIS BETWEEN CLASSICAL EVALUATION AND M-EVALUATION
Assessment of students is achieved in a classical way thought paper with open questions or questions that the student choose the correct answer from a list provided in the question or the submission of projects completed during the school year. The results of the evaluation are provided in another meeting of teacher with the students, after teacher corrects their evaluation. Another way of evaluation is the assessment of students through mobile devices: M-Evaluation.
Balas Timar Dana, Aurel Vlaicu University of Arad, IS IT PSYCHOLOGY ABOUT LINEAR OR DYNAMIC SYSTEMS?
Psychologists, no matter what their orientation is, are striving to create global models that can explain and predict human behaviour and emotions. In this quest, there have been elaborated many meta-analyses that gather relevant findings in order to create a conceptual framework of understanding human behaviour and affect. This paper presents arguments for sustaining the curvilinear relationships hypothesis that occur between variables (job satisfaction, job performance, age) in an organizational context research. Conclusions set up a new conceptualization of the variable dynamic relationship inferences in Psychology.
Duguleana Liliana, Transilvania University from Brașov, NATIONAL CULTURAL DIMENSIONS AND WELL-BEING IN SOME COUNTRIES OF THE WORLD, IN 2013
The fact that all the following analyses, even adding variables of economic and social nature, have kept mostly intact the second component with the same two dimensions, even if not so important as the first one, in explaining the variation between the countries – shows the importance of these two cultural dimensions, which succeed in making difference between the analyzed countries.
The two cultural dimensions ”evaluating” and ”disagreeing” are named in a single component the way of perceiving the managerial actions or the way of acting and reacting: evaluation with direct or indirect criticism and then in disagreeing acting either with confrontation or avoiding confrontation.
Maura Felea – UMF Iasi, CANCER PATIENT’S EXPERIENCE CROSSING THE HEALTH CULTURE
Cognitive anthropology does not predict human behavior, but tries to access principles that rule behavior. Cross-cultural communication is a skill acquired through a learning process, and it can improve doctor-patient relationship and enhance the outcomes of care. The unfulfilled expectations of a patient may influence the patient self-esteem and his perceived role in the society. For some patients living with cancer, it was found as an unforeseen benefit of learning to be closer to God. Based on a narrative communication, we tried to underline cross-cultural differences in cancer patients from different countries with various backgrounds.
Mihaela Tanase, Școala Doctorală de Economie și Administrarea Afacerilor, Universitatea „Alexandru Ioan Cuza” din Iași, România, INFLUENCE OF TRANSFORMATIONAL LEADERSHIP ON MANAGEMENT PERFORMANCE
În urma desfășurării acestei cercetări se va evidenţia pe de o parte relaţia dintre leadershipul transformaţional şi performanţele manageriale, iar pe de altă parte, portretul liderului transformaţional eficace din companiile multinaţionale din sectorul servicii (comerţ şi activităţi profesionale, ştiinţifice şi tehnice), din regiunea de Nord-Est a României.
În cadrul modelului propus în acest articol se va realiza un diagnostic al impactului leadershipului transformațional asupra performanțelor manageriale, avându-se în vedere trăsăturile de personalitate.
Cătălin George ALEXE, Cătălina Monica ALEXE, Gheorghe MILITARU, University POLITEHNICA of Bucharest, Faculty of Entrepreneurship, Business Engineering and Management, IDEA MANAGEMENT IN THE INNOVATION PROCESS
The employees of a company often want to make themselves useful and to make life easier at work by providing potentially useful ideas, aimed at eliminating problems or to exploit the opportunities. Without the ability to obtain new ideas, an organization stagnates, declines and eventually is eliminated by the competitors who have new ideas. To materialize the idea into an innovative product, it is desirable that it corresponds to the company's goals to be achieved with the existing technology and resources in order to reduce the investments. Thus, it appeared the need for an idea management to bring order in the set of ideas and to create a transparent and effective mode in attracting and management of these ideas.
Andreea Fortuna SCHIOPU, Bucharest University of Economic Studies, ROLE AND CONSEQUENCES OF EMOTIONAL LABOR IN THE WORKPLACE
The management of emotions may lead to emotional dissonance – the state where the emotions expressed, required by the organizational norms, are different from the emotions actually felt. Given this effort, it is essential to acknowledge what are the consequences of emotional labor within the organizational context. One one side, emotional labor supports the good performance of the organization and represents a key factor of successful customer service. On the other side, emotional labor may impair the well-being of the employees causing burnout, lower job satisfaction and negative work behaviors.
Olimpia OANCEA, University of Pitesti, Postdoctoral researcher at The Bucharest University of Economic Studies, THE USE OF RELEVANT FACTORS FOR CONSUMERS IN DESIGNING A COMMUNICATIONAL MESSAGE
Creative communicational messages can assist organizations in their efforts to ensure the sustainability of the image of a product/brand or even the company itself. Today, organizations must adapt to the new realities of the environment in which they operate and they use the communicational messages as a means through which they can develop lasting relationships with both customers and stakeholders.
Valentin Florentin DUMITRU, Bucharest University of Economic Studies, Bucharest, Romania, ENTERPRISE SYSTEMS BENEFITS FOR DISTRIBUTION COMPANIES
Many companies’ motivation to implement an enterprise system (ES) is the improvement of the core process. For the distribution companies, the adoption of information technologies can open new selling channels. In this article we aim to synthesize the possible benefits of the ESs. In order to do this, we will analyse the benefits reported by a set of distribution companies after adopting ESs. We will address the benefits from the point of view of the ES’s vendors. We will use as a research methodology the case study. One of the contributions of our paper will be the development of a theoretical framework for the analysis of the benefits.
Melinda Timea FÜLÖP, Mirela-Oana PINTEA, Babeș-Bolyai University, Faculty of Economics and Business Administration, EFFECTS OF THE NEW REGULATION AND CORPORATE GOVERNANCE OF THE AUDIT PROFESSION
Corporate governance has been a concern for the governments of many countries. Many corporate governance laws have been issued in the last decade so as to monitor and organize the relation between the management and their external auditors, particularly in listed companies. The new rules and regulation assist the audit regulators in assuring the quality of auditor’s performance.
It is important to acknowledge that the audit profession has a problem, and explain how regulators are working to assure the minimum acceptable level of audit quality and independence. The high number of multinational clients has led the Big 4 networks to work globally.
Adina Roxana MUNTEANU, The Bucharest University of Economic Studies, THE POTENTIAL IMPACT OF GROUP CERTIFICATION FOR ORGANIC AGRICULTURE IN ROMANIA
The cost reduction for the individual farmer and the ease of the administrative burden that the group certification seems to be promising will prove beneficial to member states with a high share of small farms: notably Romania, Bulgaria, Hungary, Poland, Portugal, Greece, Italy and the Baltic States (EC, 2013).
Group certification could be also supported by governmental subsidies. Considering the case of Romania, additional subsidies for the organic sector could lead to an increase in the number of operators and organic areas, especially if they come to diminish the cost of inspection and certification.
Florea Dorian - The Bucharest University of Economic Studies, THE FORMATION OF CONSUMER’S PERCEIVED RISK AND RISK AVERSION IN THE CONTEXT OF INNOVATION ADOPTION: A QUALITATIVE RESEARCH
Perceived risk and risk aversion are thrilling concepts of consumer behavior that deserve much attention from the scientific community, given the importance of these aspects in nowadays economy. The flood of products and information, the extraordinary variance of quality and price from a product to another, the increasing social relevance of consumption are only a few of the emergent facts that have made consumers more cautious.
Ioana COMȘULEA, Cristina A. FLOREA, The Bucharest University of Economic Studies, Bucharest, INTEGRATING BUSINESS INTELLIGENCE IN STATE ADMINISTRATIVE STRUCTURES FOR STIMULATING INNOVATIVE CLUSTERS
Business intelligence and knowledge management seem to gain the attention of the society regarding the benefits that it brings when these two domains are considered as a whole. The advantage of using business intelligence in order to take decisions and bring innovation to the business is convincing more and more entrepreneurs to implement this solution. The challenge in managing and using the knowledge that the business intelligence offers to the business, comes with the integration of the information with state administrative structures data that have to be available to business clusters in order to improve their decisional process.
Ofileanu Dimi, “1st of December 1918” University of Alba Iulia, MODEL OF ANALYSIS IN THE ROMANIAN FOOTWEAR INDUSTRY
Based on the analyzed empirical data, the work answers to the following question: what is the influence that exports of footwear industry have on sector’s turnover? In addition to specifying the econometric model which describes the connection between the two variables, we also test the validity of the model and the intensity of the connection between the two variables.
Rusu Margareta Faculty of Management, The Bucharest University of Economic Studies, Romania, ENERGY FORESTRY A SOURCE OF ENERGY FOR THE ROMANIAN ECONOMY
When we talk about innovation, the most innovative countries in the European Union share a number of strengths in their national research and innovation systems with a key role played by the business activity and higher education sector. The business sectors of all innovation leaders perform very well, as measured by Business R&D expenditures and PCT patent applications. The innovation leaders also share a well-developed higher education sector as shown by very high scores in New doctorates graduates, International scientific co-publications and public-private co-publications with the latter also signaling strong linkages between industry and science.( European Commission, MEMO/13/274)
Tatiana M. TOFAN, Sveatoslav V. MIHALACHE, Oleg B. FRUNZE, Public Administration Academy, Chişinău, R. Moldova, THE SPECIFICS OF NATIONAL REGIONAL DEVELOPMENT STRATEGY OF THE REPUBLIC OF MOLDOVA
The experience in the Republic of Moldova during 2010-2014 period to implement the National Strategy of Regional Development, has demonstrated the need to develop monitoring and evaluation methodology of these strategy, and put accent on the development of regional statistics, on the indicators of projects, regions and the national level, on the development of methodology for assessing the impact of the projects, to ensure the dissemination of results in monitoring and evaluation by placing the information on the website of the Ministry of Regional Development and Construction and Regional Development Agencies in periodic newsletters.
Zoltan KATO, Faculty of Business and Tourism, University of Economic Studies, Bucharest, Romania, KNOWLEDGE AND ACCEPTANCE OF RFID TRACE ABILITY SOLUTIONS
The respondents who work in production, distribution and trade attach great importance or very high importance, concerning the trace ability issues. Most of them had prior knowledge about the problem of traceability and they have said that their managers would be open to utilize RFID technology (or other innovative technologies).
We can say that although the level of knowledge of RFID technology is not high, most of the surveyed employees were receptive to learn new information on other trace ability systems.
Ungureanu Adriana, Department of International Economics and Business, Bucharest University of Economic Studies, Bucharest, THE FUTURE IS TODAY
Nowadays, the new entrants in an industrial sector create their own rules to play on the market, by designing new business models.
Technology is the core of the change and the predominant model implemented by actors will design the new landscape of any industry.
A technology become leader on the market only when it succeeds to pass over the laboratory borders and it is implemented into the existing products on the market.
The future trend of the industry will be designed by the need of small consumption of raw materials and small energy consume.
Alexandra Teodora RUGINOSU, Romanian Academy Iasi Branch, THE IMPORTANCE OF MENTORING IN THE KNOWLEDGE BASED ORGANIZATIONS’ MANAGEMENT
Knowledge based organizations means continuous learning, performance and networking. People’s development depends on their lifelong learning. Mentoring combines the need of development and performance of individuals with the organizational ones.
Organizations nowadays face difficulties in recruiting and retaining qualified employees. The work force migration is a phenomenon they have to fight constantly. Employees are being faithful to companies that give them an environment suitable for development: supportive, safe, non-judgmental and comfortable. Teamwork and trust in the co-workers enables employees to show their true potential and trial with no fear. This kind of environment can be created through a mentoring program.
Cătălina-Livia POPA, West University of Timisoara, Romania, PLANNING THE QUALITY OF LIFE FOR TIMISOARA GROWTH POLE
Quality Function Deployment (QFD) model will be use to planning the quality of life and to identify the main directions of economic development to support improving the quality of life at the level of Timisoara Growth Pole from Romania. The dimensions of quality of life are analyzed starting from the point of view of inhabitants. The results include a new approach in which the dimensions of quality of life are the key element that orients economic development in order to improve the quality of life of human being.
Ciprian-Dan COSTEA, The West University of Timisoara, THE LIQUIDITY RISK IMPACT ON THE ENTITIES ACTIVATING ON CAPITAL MARKETS
The activity of the entities activating on capital markets is exposed directly to liquidity risk. When we approach this type of entities the liquidity risk has two main components:
(a) the internal liquidity risk, which refers to the possibility that the financing capacity and largely, the cash flow of a specific enterprise that acts on capital markets, to be affected;
(b) the market liquidity risk that covers the capacity of reselling financial assets on capital markets. Even though, during the time, these two components of liquidity risk were approached independently, recent studies consider them interdependent.
Ghassan SHAKHSHIR, Universitatea Babeș-Bolyai, THE IMPORTANCE OF PRICE IN THE POSITIONING OF FOOD BRANDS IN ROMANIA
In the food industry, price is an influential and a key factor in product brand positioning. This importance is even greater as the market analyzed is that of Romania. Since it is at the beginning of its relations with foreign markets compared to other countries, whether they are in the European Union or in Northern America, until a few years ago by Romanian consumers used to choose food products only based on the price and generally just buy the cheapest product, without taking into account other selection criteria. Now the market has developed, however, and there were many changes in behavior.
Mara Andreea SÎNTEJUDEANU, Teodora Viorica FARCAS, Adriana TIRON TUDOR, Babeş-Bolyai University, Cluj-Napoca, PUBLIC SECTOR TRANSPARENCY : A CONCEPTUAL DISSECTION
The concept of transparency has increasingly attracted the attention of academic, political and business areas. Many studies have demonstrated the need for adopting this corporate governance principle also in the public sector, a phenomenon that has become widespread at international level. The academic study field defines transparency as the ability to look clearly through the window of an institution. Starting from this statement, the research focuses on the importance of transparency in public governance and on the framework for identifying and assessing this concept. Furthermore, this paper also analysis the limits of this notion in order to maintain its significance and effectiveness.
Alexandru Lucian MIHAI, The Doctoral School of The Bucharest University of Economic Studies, MARKETING CHANNELS AND DISTRIBUTION DECISIONS IN THE SPORT BUSINESS INDUSTRY
The sport business must determine how to get its products from the manufacturer or producer to the consumer. Additionally, in this industry, there are products produced at a point where the consumer must be present at its production to consume the product. These products are sports events, such as a professional basketball game, a football match, or a super cross race. In these types of products, the event - the product - is staged at a facility where fans will gather to watch. The sport business will have made decisions regarding the facility in relation to location and other factors that will make the facility attractive to the consumer as a place in which to consume these types of products.
Mircea CRICOVEAN, Universitatea de Vest din Timisoara, CHURCH FINANCING IN THE CONTEXT OF MONASTERY ESTATES SECULARIZATION
In exchange for the religious assistance offered, the clergy could get from the parishioners money or different donations. Among the financing sources for the clergy we distinguish gifts or the monetary equivalent for services rendered. To the income obtained from the parish where they functioned, the money obtained from different administrative acts issued by the ecclesiastical authorities would also be added. The voluntariate carried out by the parishioners could be viewed as done in the interest of the priest and of the place of worship.
The historical event, to which this paper refers, meant for the Romanian clergy the debut of a regime according to which the priest was considered a mere civil servant and the Church entered a period of submission to the state.
Sefora Marcela SANA, Universitatea Babeş Bolyai, Cluj-Napoca, AN EMPIRICAL RESEARCH IN COMMUNICATION MANAGEMENT: THE CASE OF CHILD ADOPTION SERVICES
The conceptual framework of the study is based on marketing theory of promotional mix and communication techniques applicable to nonprofit and public institutions. Empirical analyses underlines the correspondence between the level of awareness regarding child adoption services, and communication channels different categories of publics are informed through. The statistical methodology that was used in the conducted research was the analysis of principal components, using the statistical program SPSS 21. Database sample is composed of direct beneficiaries: adoptive parents, friends of adopted parents, respondents who knew cases of adoptions, respondents who were informed through mass-media regarding child adoption and respondents who were not informed about child adoption.
Photographer: Rodica NISTOR, Universitatea Transilvania Brasov, Facultatea de Psihologie și Științele Educației