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The Importance of Marketing Research in Shaping the Entrepreneurial Culture

Author

Listed:
  • Mariana Juganaru

    ("Ovidius" University of Constanta, Faculty of Economic Sciences, Romania)

  • Andreea Alina Soltaniuc

    ("Ovidius" University of Constanta, Faculty of Economic Sciences, Romania)

Abstract

In the Romanian economics higher education, considering the way the degree programmes offered are structured and carried out, the aim is for the students to acquire the appropriate professional and transversal competences, thus enabling their employment on the labour market or the development of their own business. Marketing and entrepreneurial culture can contribute to increasing the students' motivation to be constantly creative, bold, able to launch and manage successful businesses. The objective of this paper is to present the collaboration between a professor and a student in terms of conducting marketing research in the context of anevolving entrepreneurial culture. The results of the research show that the idea of setting up a "low-cost" travel agency, in the context of an increasing demand for minimalist travel, represents an opportunity that can be turned into a successful business.

Suggested Citation

  • Mariana Juganaru & Andreea Alina Soltaniuc, 2022. "The Importance of Marketing Research in Shaping the Entrepreneurial Culture," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 613-623, September.
    • Handle: RePEc:ovi:oviste:v:xxii:y:2022:i:1:p:613-623
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    More about this item

    Keywords

    marketing research; tourist behaviour; minimalist travel;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z31 - Other Special Topics - - Tourism Economics - - - Industry Studies

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