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Relationship Marketing, Engine of Sustainable Development and Organisational Change in the Romanian Business Environment

Author

Listed:
  • Nicolae Al Pop

    (Academy of Economic Studies, Bucharest, Romania)

  • Mihaela Roman

    (Academy of Economic Studies, Bucharest, Romania)

  • Adina Săniuţă

    (Academy of Economic Studies, Bucharest, Romania)

  • Carmen Petrişoaia

    (Academy of Economic Studies, Bucharest, Romania)

Abstract

This paper aims to provide a conceptual clarification of the terms sustainable development and organisational change. It studies the role of relationship marketing for implementing these two concepts. The main objectives are the perception of the three concepts by Romanian business decision-makers and their ‘sensitivity’ to organisational changes, with regard to implementing the relationship marketing at company level. Information was gathered via exploratory research, using qualitative in-depth interview based on a conversation guide. The conclusions of the study prove that the interlocutors have a relatively clear knowledge of the concepts, but without making a direct connection between sustainable development and major organisational changes triggered by implementing the relationship marketing. The authors recommend the development of a system which centralises all company connections with its stakeholders, to fully capitalise on its accumulated relational capital.

Suggested Citation

  • Nicolae Al Pop & Mihaela Roman & Adina Săniuţă & Carmen Petrişoaia, 2012. "Relationship Marketing, Engine of Sustainable Development and Organisational Change in the Romanian Business Environment," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 349-364, June.
    • Handle: RePEc:aes:amfeco:v:14:y:2012:i:32:p:349-364
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    References listed on IDEAS

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    1. Iacob Cătoiu & Diana Maria Vrânceanu & Alina Filip, 2010. "Setting Fair Prices – Fundamental Principle Of Sustainable Marketing," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(27), pages 115-128, February.
    2. Antonio Chamorro & Sergio Rubio & Francisco J. Miranda, 2009. "Characteristics of research on green marketing," Business Strategy and the Environment, Wiley Blackwell, vol. 18(4), pages 223-239, May.
    3. repec:dau:papers:123456789/1655 is not listed on IDEAS
    4. Dumitru Miron & Monica Petcu & Iulia Maria Sobolevschi, 2011. "Corporate Social Responsibility and the Sustainable Competitive Advantage," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 162-179, February.
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    Cited by:

    1. Pop Nicolae Al. & Ott Cristina-Maria & Simion-Danicescu Daniela & Todea Steluța, 2019. "The scientific event – a visibility factor for the university brand," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1021-1032, May.
    2. Nicolae Al. Pop & Steluta Todea & Cristina-Veronica Partenie & Cristina Ott, 2020. "Stakeholders’ Perception Regarding Sustainable Universities," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 22(54), pages 330-330, April.
    3. Vladimir-Aurelian ENACHESCU & Vlad ROªCA, 2014. "Educational Counseling Approach for the Romanian Educational System," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(3), pages 321-333, July.
    4. Pop Nicolae Al. & Ott Cristina-Maria & Simion Daniela & Zottu-Z Monica, 2018. "Marketing of luxury events. Case study on the tenth Congress of anti-aging medicine, Bucharest, 2018," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 12(1), pages 772-781, May.
    5. Pop Nicolae Al. & Baba Cristina Andrada & Anysz Raluca Năstate, 2019. "Marketing communication in Tourism Connection challenges in new service sectors," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1098-1107, May.
    6. Vlad Roșca, 2014. "Web interfaces for e‐CRM in sports: Evidence from Romanian Football," Management & Marketing, Economic Publishing House, vol. 9(1), Spring.
    7. Vlad ROªCA, 2014. "A Model for Eliciting Expert Knowledge into Sports-Specific Knowledge Management Systems," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 15(1), pages 57-68, March.
    8. Baba Cristina Andrada & Stăncioiu Aurelia Felicia, 2018. "Considerations Regarding Applicable Marketing Strategies in the Adventure Tourism, from a Youth Perspective," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(2), pages 77-83, December.
    9. Pop Nicolae Alexandru & Draghescu Florin & Palade Alexandru, 2014. "Benchmarking For The Romanian Heavy Commercial Vehicles Market," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1046-1056, July.
    10. Dan-Cristian Dabija & Raluca Babut, 2013. "An approach to sustainable development from tourists` perspective. Empirical evidence in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 617-633, November.

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    More about this item

    Keywords

    sustainable development; organisational change; relationship marketing; qualitative exploratory research;
    All these keywords.

    JEL classification:

    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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