Dialog

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  Communication properties of brand

  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 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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  Consumer Evaluation of Competitiveness of Importers of New Cars in Bulgaria

  The competitiveness of the commercial business is a topical and important problem of modern society and economy. The ability of business organizations to seek and use best sources of competitive advantage, from external and internal environment determines their survival in a dynamic market environment. Due to lack of time and resources most ... The competitiveness of the commercial business is a topical and important problem of modern society and economy. The ability of business organizations to seek and use best sources of competitive advantage, from external and internal environment determines their survival in a dynamic market environment. Due to lack of time and resources most companies do not conduct systematic market research and often make management decisions based on incomplete information, best practice or intuition. Meanwhile, the company's products are intended for the consumers and their perceptions are often subjective and irrational, that requires their study. The main aim of this article is to identify the sources of competitive advantages, which are based on consumer evaluation of competitive position of the enterprise.

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  Shared Service Centers as a Tool for Organizing Flexible Personal Function in an Enterprise

  Polish Association of Human Resources Management (PSZK) there have been identified four main job market challenges in Poland [Czy polscy pracodawcy … 2011]. There are as follow: motivation adjusted to age and sex; lack of talents; retention of talents; and transformation of HR function.The analyses of situation in the scope of the last challenge ... Polish Association of Human Resources Management (PSZK) there have been identified four main job market challenges in Poland [Czy polscy pracodawcy … 2011]. There are as follow: motivation adjusted to age and sex; lack of talents; retention of talents; and transformation of HR function.The analyses of situation in the scope of the last challenge mentioned shows that a lot of managing personal function workers have got ambition to act a leading strategic role in an enterprise. However, they admit themselves that personal departments are still reduced to a role of a business support or an administrator. The weak side of Polish organizations remains effective measurement of personal function especially rate of return from human capital investment. If personal function is to fulfill role of strategic partner it needs to change an attitude for more professional one in an organization. Desiring to be a business partner personal departments ought to make earnest assessment of their current activities and plan possible development areas for them. Measurements of effectiveness of personnel function should be an active base as though personal departments were able to have strategic function in an organization. Such transformation demands form personnel departments transferring their engagement on new fields and as a consequence reorganizing administration processes through their automation and outsourcing. The aim of the article is to show a meaning of flexible organization of personal processes within contemporary entities and introduction of common center services as a optimization tool and flexible organization of personal function in an enterprise. There are pilot research assessments presented in the article concerning SSC/BPO serving HR processes. The article has got a cause character and is a base for further deepened direct researches.