Yasemin Bal

Creating Competitive Advantage by Using Data Mining Technique as an Innovative Method for Decision Making Process in Business

Orientarea organizatiilor spre marketingul relational a adus in prim plan trei concepte a caror importanta a crescut semnificativ in ultimul deceniu: atragerea, retentia si recastigarea clientilor pierduti. In mod firesc, se prefigureaza intrebarea privind gradul de prioritate al atragerii si respectiv al mentinerii clientilor. Raspunsul corect nu trebuie sa contrapuna cele doua laturi ale aceluiasi proces de dezvoltare a valorii fluxurilor viitoare de profit generate de portofoliul de clienti al organizatiei. In esenta, fiecare organizatie trebuie sa realizeze simultan demersuri pentru atragerea si retentia clientilor, investind insa un volum diferit de resurse in fiecare dintre cele doua arii, in functie de stadiul de evolutie al organizatiei, produsului/marcii si pietei. Optiunile managerilor si specialistilor de marketing se pot indrepta spre strategii ofensive, de atragere a unor noi clienti, sau spre strategii defensive, de mentinere a clientilor actuali.

Leading Diversified Workforce to Improve Organizational Network Effectiveness

Organizations are now operating in an intensely competitive environment which requires them to drastically change their business models and managerial perspectives. Organizational network related dynamics are valued as important competitive tools in order to meet these challenges. Thus to succeed in the highly competitive environment, new methods must be developed to bring out the best from the available workforce. However, to make today’s employees possess the skills and commitment required to stay competitive; their expectations should be recognized and matched with the organizational purposes. Diversity emerges as an important trend which should be managed effectively to succeed in this competitive process. Workplace diversity refers to the variety of differences between people in an organization. Accordingly, this study will focus on important dynamics in coordination of diversified workforce and exemplify certain organization based interventions for leveraging organizational network effectiveness. Therefore, the aim of this paper is to understand how to coordinate workforce diversity in order to maximize social network effectiveness and to underline the role of the leader-manager in increasing effectiveness through utilizing diversity. Following this vein, a brief literature review will be presented to depict most important constructs and dimensions proposed by modern management literature.