Rocsana Bucea-Manea-Tonis

Model of Simulation for Optimizing Marketing Mix Through Conjoint Analysis Case Study: Launching a Product on a New Market

This paper applies conjoint analysis approach to simulate and determine the optimal marketing mix for a Romanian company that struggles to face the market higher competition. The company intends to launch its product into a new market and surveys the likelihood of getting international. The survey helps the company to gather information from clients regarding product characteristics, price, method of distribution, and promotion, according to customer preferences. Having these data, it is made a marketing simulation using conjoint analysis in order to get the optimal marketing mix in launching the product on a new market. The optimal marketing mix is given by the highest mix of utility for the clients, but sometimes the marketing manager would choose a little bit lower utility mix, forced by the company restrictions.

Management of Innovative Projects through Agile Technology

Because of the globalization and the evolution of internet and technologies, nowadays the innovation is associated with open collaboration conducted by a legal framework. The paper analyses the methods that allow a better management for innovative projects and focuses on agile projects within a technological network.

Network Business Ecosystem for Romanian Small and Medium Sized Enterprises

Globalization is a new challenge for European Small and Medium Sized Enterprises. The paper aims to find out the methods of improving the networking capacity of Small and Medium Sized Enterprises (SMEs) through an innovative conception of the Business Ecosystem idea, taking in count that in Romania 70% percent of active population works in SMEs. It is important to assist the SMEs activities because they are active participants to 60% of GDP. Networking could improve communication between employees and company, and between companies. This has as result a fair competition between persons and between SMEs, and therefore an increase in well being for all parts involved. The paper reveals how the innovative Networking Business Ecosystem it works for pursuing this aim.