WHAT FACTORS MAKE MEDICAL PRACTITIONERS IN BULGARIA DECIDE WHAT TREATMENT IS BETTER
Nikola Toromanov
The main objective of this paper is to clarify the most important motivational factors influencing the buying decisions of Bulgarian general practitioners when choosing between medical products or treatments, the relative weight of each factor and the different value of those factors for different groups of doctors in the three biggest cities – Sofia, Plovdiv and Varna. The influence of the doctors’ own and key opinion leaders’ experience with products, the pharmaceutical companies’ experience in terms of sales representatives and managers interaction with the general practitioners, the brands of the product and the company, the numerous informational resources (the internet, specialized periodicals, brochures and ads, scientific events locally and abroad, etc.), the price of the medical product, as well as that of generics, were studied. Read More
MARKETING STRATEGIES APPLIED TO THE CONSULTING BUSINESS
Nikolai Tsonev
The rapid development of the market relations in recent years affected the awareness of the importance of marketing for businesses. Increased competition in glutted markets and economic conditions complicate the decision making process and increase the activities of risk management. Only those companies that manage to identify precisely the needs of the market and the factors influencing consumer behavior that directly contribute to the development of adequate and relevant marketing strategies are successful.Read More
BRAND IMAGE AND CONSUMER BEHAVIOUR IN THE AUTOMOBILE INDUSTRY IN BULGARIA
Asparuh Karastoyanov
The goal of this paper is to understand the structure, significance and implications of brand images of the three largest German automobile manufacturer’s in the premium market segment – Audi, BMW and Mercedes-Benz - as well as to form conclusions that would outline the effect of these images on consumer behavior in Bulgaria. Read More
TO FIND A JOB OR START UP A BUSINESS
Anastasia Kristova
I have investigated people's career development preferences. I interviewed people by asking them two simple questions: would you choose to look for a job in an established company or to think of a business idea and start your own company. I report the limitations and obstacles for people to start a business and provide some recommendations regarding the start-up ecosystem environment in Bulgaria.Read More