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William Barnett Ii, Walter E. Block
The Antimathematicality of Demand Curves
Summary:
Mathematics has proven so helpful in the physical sciences such as physics that it has been improperly applied to economics. The dismal science studies purposeful human action, while purpose in the hard sciences is properly dismissed as anthropomorphic. The present paper takes the demand curve as a case in point. It demonstrates that this tool of analysis is fundamentally flawed in that it violates its own economic assumption of ceteris paribus, and also the mathematical requirement that only the proper number of variables may vary along a given graph in two-dimensional space.
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Dimitar Trendafilov
Communication properties of brand
Summary:
The article is dedicated to brand as a communication device in marketing practice and, thence, it attempts to define in clearer manner why and how brand serves to companies’ sale objectives, and how could be used more successfully as a tool. The main thesis is that brand deserves the whole responsibility and attention of the management since in the contemporary business environment it is superb, but not one and only, instrument for taking hard-to-copy competitive advantages and it provides the much needed dialogue with consumer, who on her/his side has more and more opportunities to influence brand’s life in the market. Also the most important tasks of brand in terms of communication are listed, and by means of two diagrams its main elements and their functions are illustrated in different perspectives.
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Dimitar Trendafilov
Meme, Brand and Pop-Culture
Summary:
Being a social animal human demonstrates unusual aptitude to imitation which is peculiar to his/her ‘natural’ roots but rather, in a large extend, it is a result of the ‘cultural’ submersion. For that reason the following text makes brief review of the R. Dawkins’ theory of memes in order to apply it later to the contemporary market context and especially in terms of brands. Several examples are given concerning prominent brands as Apple, Doc Martens and some others since they build the argumentation in favor of the thesis that, in principal, brands are among the strongest memes we could encounter in culture and nowadays they take advantage of the highly intensive global communication flow via Internet. Given ideas, behavior and practices of consumption are greatly transferable at least between the limits of certain subculture networks if only there is available powerful enough mechanism to put the meme in motion.
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Nadezhda Dimova
Contemporary Aspects of Sustainable Design of the Food Supply Chain
Summary:
The rapid development of technology and digitalisation pose a number of problems for food supply chains. Sustainability in itself is a challenge that enters all areas and in particular in business. In this sense, a special challenge is the modern aspects of sustainable design of the food supply chain, which makes managers make quick, flexible and adequate decisions. Digitalization, in turn, provides excellent conditions for the realization of the sustainable design of the food supply chain.
The article highlights and presents the modern aspects of the sustainable design of the food supply chain. The hypothesis of the need to comply with modern changes, which require the construction of a sustainable design of the food supply chain, has been proven.
