ATTAINING A HIGH LEVEL OF CUSTOMER SATISFACTION THROUGH RELATIONSHIP MARKETING IN THE BULGARIAN STEEL DISTRIBUTION INDUSTRY

Marina Marinova

Relationship marketing has been actively discussed by many scholars as an important determinant of attaining high customer satisfaction and customer retention in today’s high competitive global environment. Both are often seen as a key driver of a company’s improved competitiveness, long-term results and overall success. This study first reviews the concept of relationship marketing and its importance. Furthermore, all aspects of customer satisfaction and customer retention are discussed in details, as well as various relationship marketing strategies used by the companies to achieve themRead More

LEADERSHIP STYLE AND ORGANIZATIONAL CULTURE - KEY FACTORS IN EMPLOYEE COMMITMENT IN PROFESSIONAL SERVICE COMPANIES IN BULGARIA

Bela Mihneva

This study aims at investigating whether leadership style and organizational culture are key factors for employee commitment in the professional service companies in Bulgaria. To reach the objective a number of research questions had to answered – what are the different leadership styles and is there a most appropriate one for the companies for professional service, what are the different types of organizational culture and is there a most appropriate one for the professional service companies, and are leadership style and organizational culture key factors for employee commitment.Read More

THE EFFECT OF SOCIALIZING ACTIVITIES ON STRESS AND LONELINESS, AS WELL AS ON BUSINESS CLIMATE AND COMPANY PRODUCTIVITY

Andrey Blagoev

This paper aims to analyze the effect of stress and loneliness on business climate and productivity in companies from Bulgaria. It focuses on the importance of socialization activities in the form of informal relationships between employees. It finds that these activities can reduce stress and loneliness, creating a better working environment and higher productivity. Read More

GLOBALIZATION AND THE NEED FOR CULTURAL DIVERSITY: GENERAL IMPLICATIONS FOR CROSS-CULTURAL MANAGEMENT AND MANAGEMENT EDUCATION

Michael Minkov, Vesselin Blagoev, Todor Radev

It is commonly believed that globalization creates cultural homogenization, reducing the existing cultural differences between modern nations. We take issue with this view and explain why cross-cultural training will remain an important part of management education.Read More

THE KODIMA BUSINESS GAME LEADS TO FASTER AND BETTER UNDERSTANDING OF MARKETING MANAGEMENT THEORY

Vesselin Blagoev, Marina Uzunova, Michael Minkov

We introduce a business game played at International University College and analyze its didactic effect. Our data show that students who played the game achieved better academic results than those who did not

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