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COMMERCE 5.0 – DIGITALIZATION AND/OR HUMANIZATION. Conference proceedings of International Scientific Conference - 13 October 2023 Cover Image

ТЪРГОВИЯ 5.0 – ДИГИТАЛИЗАЦИЯ И/ИЛИ ХУМАНИЗАЦИЯ. Сборник с доклади от международна научна конференция - 13 октомври 2023 г.
COMMERCE 5.0 – DIGITALIZATION AND/OR HUMANIZATION. Conference proceedings of International Scientific Conference - 13 October 2023

International Scientific Conference dedicated to 70 years since the establishment of the Economics and Management of Commerce and Services Department (1953) and 75 years since the beginning of studies in the Economics and Commerce programme (1948)

Contributor(s): Michal Stojanov (Editor), Dancho Danchev (Editor), Violeta Dimitrova (Editor), Donka Zhelyazkova (Editor), Tsvetnen Tsvetkov (Editor), Violeta Peteva Laskova (Editor), Desislava Grozdeva (Editor), Miglena Dushkova (Editor), Yulia Hristova (Editor), Desislava Kirova (Editor)
Subject(s): Economy, National Economy, Supranational / Global Economy, Business Economy / Management, Micro-Economics, Financial Markets, Marketing / Advertising, Human Resources in Economy, ICT Information and Communications Technologies, Socio-Economic Research, Transport / Logistics
Published by: Икономически университет - Варна
Keywords: Commerce; Trade; Retailing; Wholesaling; Markets; Consumers; Digitalization; Omnichannel; Distribution; E-commerce
Summary/Abstract: The academic conference Commerce 5.0 – digitalization and/or humanization is dedicated to the celebration of two important anniversaries: the first is the 70th anniversary of the establishment of the Economics and Management of Commerce and Services Department (1953) at the University of Economics – Varna and the second is the 75th anniversary from the beginning of training in the Economics and Commerce programme (1948). 42 representatives of the academic community, business, PhD candidates and students take part in the scientific forum, who present their research papers, dedicated to the problems, covered in the thematic areas of the conference: Economic theories and practices in commerce; Markets and competitiveness; Management, marketing, logistics and human resources in commerce; Entrepreneurship and finance in commerce; Innovations, digitalization and omnichannel commerce; Challenges to training trade professionals.

  • E-ISBN-13: 978-954-21-1160-3
  • Page Count: 377
  • Publication Year: 2023
  • Language: English, Bulgarian
ТЪРГОВСКОТО ЗНАНИЕ И ОБРАЗОВАНИЕ

ТЪРГОВСКОТО ЗНАНИЕ И ОБРАЗОВАНИЕ
(COMMERCIAL SCIENCE AND EDUCATION)

  • Author(s):Michal Stojanov
  • Language:Bulgarian
  • Subject(s):Social Sciences, Economy, Education, Human Resources in Economy
  • Page Range:22-32
  • No. of Pages:11
  • Keywords:Trade; Commerce; Education; Science
КОНЦЕПТУАЛНА РАМКА НА СТРАТЕГИЯТА ЗА ПОТРЕБИТЕЛСКИ ПРЕЖИВЯВАНИЯ В РИТЕЙЛИНГА

КОНЦЕПТУАЛНА РАМКА НА СТРАТЕГИЯТА ЗА ПОТРЕБИТЕЛСКИ ПРЕЖИВЯВАНИЯ В РИТЕЙЛИНГА
(CONCEPTUAL FRAME OF CONSUMER EXPERIENCE STRATEGY IN RETAILING)

  • Author(s):Dancho Danchev
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:34-46
  • No. of Pages:13
  • Keywords:experiential marketing; customer experiences; customer experience management; customer experience strategy
  • Summary/Abstract:The conceptual framework of consumer experience strategy in retail business from the perspective of experiential marketing is under consideration. The prerequisites for the emergence of this concept, the essence and various aspects of the consumer experience, as well as the peculiarities of the management of experiences in retailing are clarified. The steps involved in constructing and implementing a customer experience strategy in commercial organizations are reviewed. Some theoretical and practical difficulties, barriers and challenges regarding the creation and implementation of the customer experience strategy are indicated.
ОРГАНИЗАЦИОННИЯТ КАПИТАЛ НА ТЪРГОВСКАТА ФИРМА В УСЛОВИЯТА НА ДИГИТАЛИЗАЦИЯ

ОРГАНИЗАЦИОННИЯТ КАПИТАЛ НА ТЪРГОВСКАТА ФИРМА В УСЛОВИЯТА НА ДИГИТАЛИЗАЦИЯ
(THE ORGANIZATIONAL CAPITAL OF A COMMERCIAL FIRM IN THE CONTEXT OF DIGITIZATION)

  • Author(s):Ivanka Nikolova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Human Resources in Economy
  • Page Range:48-55
  • No. of Pages:8
  • Keywords:organizational capital; intellectual capital; competitive advantages; retail; digitalization
  • Summary/Abstract:In the process of digitization of the economy and society, information and knowledge are becoming increasingly significant economic assets. Digital transformation is altering the way businesses function and compete. Intellectual capital, particularly the organizational capital of a company, represents carriers of knowledge, skills, experience, innovations, and technologies that can be utilized to create value and competitive advantages. The present publication aims to characterize the role of organizational capital in a commercial firm and uncover the potential of its elements to create opportunities and generate competitive advantages in the context of digitization.
ДИГИТАЛИЗАЦИЯТА И ХУМАНИЗАЦИЯТА, И ТЯХНОТО ВЪЗДЕЙСТВИЕ ВЪРХУ СВЪРЗАНИТЕ ПРОЦЕСИ И ДЕЙНОСТИ В МЕЖДУНАРОДНАТА ТЪРГОВИЯ

ДИГИТАЛИЗАЦИЯТА И ХУМАНИЗАЦИЯТА, И ТЯХНОТО ВЪЗДЕЙСТВИЕ ВЪРХУ СВЪРЗАНИТЕ ПРОЦЕСИ И ДЕЙНОСТИ В МЕЖДУНАРОДНАТА ТЪРГОВИЯ
(DIGITALIZATION AND HUMANIZATION AND THEIR IMPACT ON RELATED PROCESSES AND ACTIVITIES IN INTERNATIONAL TRADE)

  • Author(s):Irena Nikolova
  • Language:Bulgarian
  • Subject(s):Economy, Supranational / Global Economy
  • Page Range:56-63
  • No. of Pages:8
  • Keywords:International trade; digitalization; related industries; technology; supporting industries
  • Summary/Abstract:As digitalization increases its impact on various industries, it is of great importance to discuss how it will affect the future role of human beings. Thus, the digitalization and humanization of processes in international trade should be analyzed in detail. The purpose of the paper is to review and analyze the challenges in digitalization and humanization of all the processes in international trade. It is interesting to review the supporting and related industries that are affected by the high speed of digitalization.
ПРЕДИЗВИКАТЕЛСТВА ПРЕД РИТЕЙЛИНГА И ДИСТРИБУЦИЯТА В ОБЩЕСТВО 5.0

ПРЕДИЗВИКАТЕЛСТВА ПРЕД РИТЕЙЛИНГА И ДИСТРИБУЦИЯТА В ОБЩЕСТВО 5.0
(RETAIL AND WHOLESALE CHALLENGES IN SOCIETY 5.0)

  • Author(s):Violeta Dimitrova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:64-71
  • No. of Pages:8
  • Keywords:society 5.0; retail 5.0; wholesale; business model; challenges
  • Summary/Abstract:The accelerated development of technologies and the transformations that have occurred in the various spheres of human society have directed scientists from several fields of science to the meaning of their manifestation. The concept of Society 5.0 has emerged and is constantly being enriched. The purpose of this report is to study and systematize the impact of the challenges and opportunities of Society 5.0 to the retail and wholesale business, with a focus on the freedom of contracts. The generation of the new concept Society 5.0 poses the question of making sense of changes in the economic and social environment, consumer behavior and the emergence of new business models in wholesale and retail trade 5.0.
ЕФЕКТИ И УСТОЙЧИВИ РЕШЕНИЯ В ЕНЕРГИЙНИЯ СЕКТОР НА БЪЛГАРИЯ

ЕФЕКТИ И УСТОЙЧИВИ РЕШЕНИЯ В ЕНЕРГИЙНИЯ СЕКТОР НА БЪЛГАРИЯ
(EFFECTS AND SUSTAINABLE SOLUTIONS IN BULGARIA'S ENERGY SECTOR)

  • Author(s):Donka Zhelyazkova, Nevena Zhelyazkova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Energy and Environmental Studies
  • Page Range:72-78
  • No. of Pages:7
  • Keywords:electricity; waste; sustainable solutions
  • Summary/Abstract:In the present research paper, the authors aim to review some effects of the production and distribution of electricity in Bulgaria during the period 2017 - 2021 and to examine innovative solutions in support of sustainable development that Energo-Pro Varna EAD offers to its customers as one of the main electricity traders in the country. The effects in the energy sector for the purposes of the study are linked to the waste generated from the production and distribution of energy and fuels in Bulgaria. The solutions offered by Energo-Pro Varna EAD in support of sustainable development are related to the use of renewable energy sources and energy efficiency.
ОСНОВНИ АСПЕКТИ НА ЛИЧНИТЕ ПРОДАЖБИ

ОСНОВНИ АСПЕКТИ НА ЛИЧНИТЕ ПРОДАЖБИ
(BASIC ASPECTS OF PERSONAL SELLING)

  • Author(s):Tsvetelina Kabakchieva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:79-84
  • No. of Pages:6
  • Keywords:sales; deals; products; business
  • Summary/Abstract:Sales can be defined as ways of forming any transaction by which the realization of the products, services and ideas takes place and the ownership rights are transferred from the sales representatives to the buyers. Selling itself is reduced to the very activity of carrying out the transactions and providing products, services and ideas from the sales representatives to the buyers. Sales perform economic, social and psychological functions. The purpose of the report is to prove that in both moments sales are the basis of the realized economic turnover in business life and a path to successful economic growth and social development.
ИНСТРУМЕНТИ ЗА РЕШАВАНЕ НА ПОТРЕБИТЕЛСКИ СПОРОВЕ

ИНСТРУМЕНТИ ЗА РЕШАВАНЕ НА ПОТРЕБИТЕЛСКИ СПОРОВЕ
(CONSUMER DISPUTE RESOLUTION TOOLS)

  • Author(s):Miglena Dushkova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:85-91
  • No. of Pages:7
  • Keywords:consumer protection; consumer disputes; tools; Online Dispute Resolution platform
  • Summary/Abstract:The present study aims to reveal Consumer Dispute Resolution Tools and their growing role in modern condition of the highly digitized Internal Market of the European Union. These tools guarantee consumer rights in dealings with traders. They are considered, and more specifically, Online Dispute Resolution platform (ODR); Dispute Resolution Bodies; European Consumer Centers; Financial Dispute Resolution Network; Nacional Consumer Bodies. Their main characteristics are considered and the possibilities that provide to consumers in dispute resolutions with traders. Special attention is given to Consumer Dispute Resolution Tools in Bulgaria.
АНАЛИЗ НА ОБРАЗУВАНИ И ОТВЕДЕНИ OТПАДЪЧНИ ВОДИ В БЪЛГАРИЯ ЗА ПЕРИОДА 2016 – 2021 ГОДИНА В КОНТЕКСТА НА КРЪГОВАТА ИКОНОМИКА

АНАЛИЗ НА ОБРАЗУВАНИ И ОТВЕДЕНИ OТПАДЪЧНИ ВОДИ В БЪЛГАРИЯ ЗА ПЕРИОДА 2016 – 2021 ГОДИНА В КОНТЕКСТА НА КРЪГОВАТА ИКОНОМИКА
(ANALYSIS OF WASTEWATER GENERATED AND DISPOSED IN BULGARIA FOR THE PERIOD 2016 – 2021 IN THE CONTEXT OF THE CIRCULAR ECONOMY)

  • Author(s):Daniel Tokushev
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Energy and Environmental Studies
  • Page Range:92-98
  • No. of Pages:7
  • Keywords:water; water pollution; water cycle; water treatment, water treatment plant; circular economy; green economy
  • Summary/Abstract:The purpose of this report is to identify and track the trends in generated and disposed wastewater in Bulgaria for the period 2016-2021. The amount, type, degree of treatment and solutions for waste water disposal are directly dependent on both the availability of water resources in general and the sectors that use fresh water. Analyzing the available data from various official sources at national and regional level for used, accumulated, disposed, purified and other waters, we would make relevant conclusions about the state and trends in the sector. The reduced consumption of fresh water and the increased degree of purification and disposal of waste water would reveal a trend in building sustainable productions, eco-friendly products and ecological solutions to increase the total amount of water resources, reduce polluted waters and general improvement of the ecology in the country in line with the Circular Economy model.
ФРАГМЕНТАРНО ИЗСЛЕДВАНЕ НА ПАЗАРА НА ТЮТЮН И ТЮТЮНЕВИ ИЗДЕЛИЯ В БЪЛГАРИЯ

ФРАГМЕНТАРНО ИЗСЛЕДВАНЕ НА ПАЗАРА НА ТЮТЮН И ТЮТЮНЕВИ ИЗДЕЛИЯ В БЪЛГАРИЯ
(FRAGMENTARY RESEARCH OF THE MARKET OF TOBACCO AND TOBACCO PRODUCTS IN BULGARIA)

  • Author(s):Petranka Midova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Agriculture
  • Page Range:100-106
  • No. of Pages:7
  • Keywords:planted areas of tobacco; production and price of tobacco; market of tobacco products; illegal trade in tobacco products
  • Summary/Abstract:Bulgaria has all the prerequisites to be among the leaders in the market of tobacco and tobacco products in Europe and in the world. Our country has traditions in this sector. The territorial distribution and the presence of individual tobacco producers require knowledge of the markets and the qualities of the products offered. Their successful implementation depends above all on the state trade policy in this sector.The main purpose of the development is to present the state of the tobacco market – planted areas and yields of tobacco, production and prices of tobacco and tobacco products, as well as to research the behavior of consumers. In conclusion, the leading problems and trends for improving Bulgaria's position in the market of tobacco and tobacco products are outlined.
РАЗХОДИ НА НЗОК ЗА ЛЕКАРСТВЕНИ ПРОДУКТИ, ЗАПЛАЩАНИ ПО РЕДА НА ЗЗО – СЪСТОЯНИЕ И ТЕНДЕНЦИИ

РАЗХОДИ НА НЗОК ЗА ЛЕКАРСТВЕНИ ПРОДУКТИ, ЗАПЛАЩАНИ ПО РЕДА НА ЗЗО – СЪСТОЯНИЕ И ТЕНДЕНЦИИ
(EXPENDITURES FOR MEDICINES, PAID BY NHIF IN ACCORDANCE WITH THE HEALTH INSURANCE LAW - STATUS AND TRENDS)

  • Author(s):Silvia Terezova, Mariya Vasileva
  • Language:Bulgarian
  • Subject(s):Economy, National Economy, Business Economy / Management
  • Page Range:107-113
  • No. of Pages:7
  • Keywords:International non-patent name (INN); National Health Insurance Fund (NHIF); reimbursement value; Positive Drug List (PDL)
  • Summary/Abstract:The medicinal products prices regulation is one of the mechanisms for reduction the publics costs. External and internal price referencing applies. The dynamics of the public expenditures changes for the medicinal products included in the PDL was assessed by month of 2022. Based on the grouping of the annual expenditures by diseases, their structure was evaluated in order to determine the costliest diseases – rare diseases. The impact of changes in the reference value of medicinal products for the treatment of two rare diseases on the NHIF costs was evaluated, by grouping them by INN with the most significant reduction of the reference value during the considered period.
ПРОБЛЕМЪТ „ОТРИЦАТЕЛНИ ЦЕНИ“

ПРОБЛЕМЪТ „ОТРИЦАТЕЛНИ ЦЕНИ“
(THE „NEGATIVE PRICING“ PROBLEM)

  • Author(s):Krasimira Naydenova
  • Language:Bulgarian
  • Subject(s):Economy, Financial Markets
  • Page Range:114-118
  • No. of Pages:5
  • Keywords:negative prices; negative interest rates; cost of capital; commodity exchanges
  • Summary/Abstract:Negative prices are a problem in commodity markets. They disrupt sales expectations, hence cash flow forecasting and asset and company valuations, also have a negative impact on the pricing mecha-nism of capital. Questions are also raised about risk assessment. Combined with negative interest rates and the effects on fund owners, corporate financing is problematic.
КОНВЕРГЕНЦИЯ В ПРОИЗВОДСТВЕНАТА СТРУКТУРА НА БВП НА БЪЛГАРИЯ КЪМ ЕВРОЗОНАТА

КОНВЕРГЕНЦИЯ В ПРОИЗВОДСТВЕНАТА СТРУКТУРА НА БВП НА БЪЛГАРИЯ КЪМ ЕВРОЗОНАТА
(CONVERGENCE IN THE PRODUCTION STRUCTURE OF BULGARIA’S GDP TOWARDS THE EUROZONE)

  • Author(s):Silvia Gospodinova
  • Language:Bulgarian
  • Subject(s):Economy, National Economy
  • Page Range:119-126
  • No. of Pages:8
  • Keywords:convergence; production; competitiveness; structural convergence
  • Summary/Abstract:The EU implements policies to approximate the production structure of the member countries, thereby striving to achieve dynamic growth and high employment on a sustainable basis. For this propose, it is necessary to measure the differences and the degree of convergence, with a view to undertaking specific interventions to overcome them. But what and how big are the differences in the production structure of Bulgaria compared to the EU? We seek an answer to this question in this report, where the convergence index and other indicators determine the place of the Bulgaria economy in terms of degree of convergence and track its changes over the years in a comparative aspect compared to other EU countries.
КОНКУРЕНТНО СЪТРУДНИЧЕСТВО КАТО СТРАТЕГИЯ ЗА ПОВИШАВАНЕ КОНКУРЕНТОСПОСОБНОСТ НА ТЪРГОВСКАТА ФИРМА

КОНКУРЕНТНО СЪТРУДНИЧЕСТВО КАТО СТРАТЕГИЯ ЗА ПОВИШАВАНЕ КОНКУРЕНТОСПОСОБНОСТ НА ТЪРГОВСКАТА ФИРМА
(COOPETITION AS A STRATEGY FOR IMPROVEMENT THE COMPETITIVENESS OF THE COMMERCIAL COMPANY)

  • Author(s):Ivan Slavchev
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:127-132
  • No. of Pages:6
  • Keywords:coopetition; strategic partnership; competition; competitive advantage; beer market
  • Summary/Abstract:The dynamic of economic environment has been developing with unprecedented speed. The business has proven its resilience to quickly adapt and sustain. It looks for opportunity through strategic partnerships to improve. The aim of the publication is to raise the attention on coopetition as a strategy for improvement of the company competitiveness. The subject of this research is the role of coopetition for enhancing the competitive advantages of the companies and developing a favorable business environment. The author defends the thesis that coopetition plays pivotal part of strategic company planning and support the business to improve its competitiveness and resilience.
ПОСТ-ПАНДЕМИЧНИ И ДИГИТАЛНИ ПРОМЕНИ В ПАЗАРА НА СТОКИ ЗА ДОМА В БЪЛГАРИЯ

ПОСТ-ПАНДЕМИЧНИ И ДИГИТАЛНИ ПРОМЕНИ В ПАЗАРА НА СТОКИ ЗА ДОМА В БЪЛГАРИЯ
(POST-PANDEMIC AND DIGITAL CHANGES IN THE HOUSEHOLD GOODS MARKET IN BULGARIA)

  • Author(s):Yordan Atanasov
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:133-141
  • No. of Pages:9
  • Keywords:post-pandemic changes; digitalization; digital transformation; household goods market
  • Summary/Abstract:It is an indisputable fact in the last decade that the global economy worldwide is transforming into a digital economy. The global pandemic of COVID-19, which broke out in the period 2020-2022, had a serious impact on retailing and contributed to an even higher degree to the digitalization of commercial operations in many industries. The purpose of this report is to research and analyze the changes in the household goods market in Europe and worldwide and how these changes affect the local Bulgarian market. Moreover, the research includes trends and opportunities for the industry for development in short term perspective.
ПРЕДИЗВИКАТЕЛСТВАТА ПРЕД КОМУНИКАЦИОННАТА СТРАТЕГИЯ ПРИ ВЪВЕЖДАНЕТО НА УСТОЙЧИВИ ПРОДУКТОВИ ИНОВАЦИИ В УСЛОВИЯТА НА ДИГИТАЛИЗАЦИЯ

ПРЕДИЗВИКАТЕЛСТВАТА ПРЕД КОМУНИКАЦИОННАТА СТРАТЕГИЯ ПРИ ВЪВЕЖДАНЕТО НА УСТОЙЧИВИ ПРОДУКТОВИ ИНОВАЦИИ В УСЛОВИЯТА НА ДИГИТАЛИЗАЦИЯ
(THE CHALLENGES TO THE COMMUNICATION STRATEGY IN THE INTRODUCTION OF SUSTAINABLE PRODUCT INNOVATIONS IN THE CONDITIONS OF DIGITALIZATION)

  • Author(s):Nadezhda Dimova
  • Language:Bulgarian
  • Subject(s):Economy, Marketing / Advertising
  • Page Range:143-148
  • No. of Pages:6
  • Keywords:sustainability; product innovation; communication strategy; digitalization; challenges
  • Summary/Abstract:In the conditions of digitalization, the introduction of product innovations faces the challenges imposed by these conditions, as well as by the ever-changing demands of consumers. In parallel, sustainable product innovation and communication with consumers during their introduction is essential for the realization of modern sustainable consumption.In reality, in practice when developing sustainable product development, the focus is on the environmental and economic aspects, and the social aspect remains in the background. Systematic product innovation should also include this aspect. Overcoming the challenges and barriers in the introduction of product innovations and communication with consumers is done in many and different ways and through the environmental costs that B2B and B2C customers perceive in order to reach sustainable consumption.
ДИГИТАЛНИТЕ ИНОВАЦИИ В ЛОГИСТИЧНИЯ БИЗНЕС – ОСОБЕНОСТИ НА ПРИЛОЖЕНИЕ

ДИГИТАЛНИТЕ ИНОВАЦИИ В ЛОГИСТИЧНИЯ БИЗНЕС – ОСОБЕНОСТИ НА ПРИЛОЖЕНИЕ
(DIGITAL INNOVATIONS IN LOGISTICS BUSINESS – APPLICATION FEATURES)

  • Author(s):Kamelia Narleva, Yuliyan Narlev
  • Language:Bulgarian
  • Subject(s):Economy, Human Resources in Economy, Transport / Logistics
  • Page Range:149-156
  • No. of Pages:8
  • Keywords:Logistics; Entrepreneurship; Entrepreneurship Management; Innovations; Port Digitalization
  • Summary/Abstract:This research paper explores the role, diversity and specifics of the application of digital innovation in the logistics business. The study finds that digitalization in the logistics sector is not just a set of technological solutions and software products, rather it is new knowledge in a new environment using management tools. The study proves that digital innovation helps to optimize the human factor in the logistics business, its motivation, and its time efficiency.
ПРЕДИЗВИКАТЕЛСТВА ПРЕД ЛОГИСТИКАТА В НОВИТЕ РЕАЛНОСТИ

ПРЕДИЗВИКАТЕЛСТВА ПРЕД ЛОГИСТИКАТА В НОВИТЕ РЕАЛНОСТИ
(CHALLENGES FOR LOGISTICS IN THE NEW REALITIES)

  • Author(s):Donka Zhelyazkova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, Transport / Logistics
  • Page Range:157-163
  • No. of Pages:7
  • Keywords:logistics; supply chain; e-commerce; digitization; automation; sustainable development
  • Summary/Abstract:Modern logistics is evolving rapidly and dynamically, accompanied by numerous challenges, which in the current paper we associate with changes in the supply chain, growth in e-commerce, activation and intensification in the use of digital tools, automation, the acceleration of transport processes and sustainable development. In the course of the research, each of the mentioned challenges is presented with the idea that the author will make his comment about its impact on logistics as a whole or in its individual dimensions and on specific functional areas.
АКТУАЛНИ ПРОБЛЕМИ ПРИ НАБОРА И ПОДБОРА НА ПЕРСОНАЛ ПРЕЗ ЛЕТНИЯ ТУРИСТИЧЕСКИ СЕЗОН В БЪЛГАРИЯ

АКТУАЛНИ ПРОБЛЕМИ ПРИ НАБОРА И ПОДБОРА НА ПЕРСОНАЛ ПРЕЗ ЛЕТНИЯ ТУРИСТИЧЕСКИ СЕЗОН В БЪЛГАРИЯ
(CURRENT PROBLEMS IN THE RECRUITMENT AND SELECTION OF EMPLOYEES DURING THE SUMMER TOURISTIC SEASON IN BULGARIA)

  • Author(s):Desislava Kirova
  • Language:Bulgarian
  • Subject(s):Economy, Tourism, Human Resources in Economy
  • Page Range:164-171
  • No. of Pages:8
  • Keywords:services; employment; tourism; labor management
  • Summary/Abstract:The urgent need of highly qualified and numerous personnel starts in April every year at the seaside bars, restaurants and hotels. In order to achieve sustainability many employers are forced to hire staff with small or no working experience and provide the required training, motivation and additional reward during the touristic summer season. The aim of this research is to show the current problems and the challenges that the companies are facing when recruiting and to give some perspectives to solve these issues.
АНАЛИЗ НА ПАЗАРА НА ТРАНСПОРТНИ УСЛУГИ В БЪЛГАРИЯ

АНАЛИЗ НА ПАЗАРА НА ТРАНСПОРТНИ УСЛУГИ В БЪЛГАРИЯ
(ANALYSIS OF THE MARKET OF TRANSPORTATION SERVICES IN BULGARIA)

  • Author(s):Elena Valcheva
  • Language:Bulgarian
  • Subject(s):Economy, Transport / Logistics
  • Page Range:172-179
  • No. of Pages:8
  • Keywords:transportation; transport; The Logistics Performance Index (LPI); goods
  • Summary/Abstract:Economic development and the efficiency of trade processes are extremely dependent on the transportation of goods. This determines the main purpose of this report, namely – a brief overview of the characteristics and specifics of transport services in Bulgaria. Emphasis is placed on the main types of transport that are used for freight transport in our country. The Logistics Performance Index (LPI) for our country is visible. The consequences of global problems on transport services in Bulgaria have been analyzed, and conclusions and reviews have been made.
МОДЕЛИ ЗА СЪЗДАВАНЕ НА СТОЙНОСТ – НОВА ЕРА В УПРАВЛЕНИЕ НА ПРОДУКТОВИТЕ КАТЕГОРИИ

МОДЕЛИ ЗА СЪЗДАВАНЕ НА СТОЙНОСТ – НОВА ЕРА В УПРАВЛЕНИЕ НА ПРОДУКТОВИТЕ КАТЕГОРИИ
(VALUE CREATION MODELS – A NEW ERA IN CATEGORY MANAGEMENT)

  • Author(s):Iliyana Dikova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:180-187
  • No. of Pages:8
  • Keywords:assortment; product category; category management; value creation models
  • Summary/Abstract:Product category management has taken new directions over the years based on increased competition and changes in consumer habits. This is a process that is not only focused on increasing the company's sales. The product category management process is a consumer-focused process with a collaborative, data- and fact-based approach that is always structured and permanent. Building strong product categories would not be possible without the involvement of partners and suppliers. There is no specific winner with value creation models, by solving common and individual problems, organizations create value for their stakeholders to grow and sustain their business.
ИНОВАТИВНИ ЦЕНОВИ МОДЕЛИ В ЕРАТА НА ДИГИТАЛИЗАЦИЯ КАТО ИЗТОЧНИК НА КОНКУРЕНТНО ПРЕДИМСТВО

ИНОВАТИВНИ ЦЕНОВИ МОДЕЛИ В ЕРАТА НА ДИГИТАЛИЗАЦИЯ КАТО ИЗТОЧНИК НА КОНКУРЕНТНО ПРЕДИМСТВО
(INNOVATIVE PRICING MODELS IN THE ERA OF DIGITALIZATION AS A SOURCE OF COMPETITIVE ADVANTAGE)

  • Author(s):Bilyana Ivanova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:188-195
  • No. of Pages:8
  • Keywords:pricing; digitalization; pricing models; B2b markets; technologies
  • Summary/Abstract:Pricing is becoming a core element of modern business models in the era of digitalization. Technological advances and high levels of investment in B2B pricing systems provide unexplored opportunities for analysis and management of the price portfolio in a marketing context. New pricing models along with innovative production technologies and products can be a competitive advantage factor for B2B companies. They can capture vital value while turning digital pricing transformation into a profit-generating reality, and at the same time, to quickly and sustainably create value. Pricing is a complex and dynamic process, and companies that are capable of implementing effective pricing models, are well positioned to succeed in today's highly competitive and dynamic market.
ИЗСЛЕДВАНЕ НА ДОБАВЕНАТА СТОЙНОСТ В ТЪРГОВИЯТА

ИЗСЛЕДВАНЕ НА ДОБАВЕНАТА СТОЙНОСТ В ТЪРГОВИЯТА
(RESEARCH ON VALUE ADDED IN TRADE)

  • Author(s):Nikolinka Ignatova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:197-203
  • No. of Pages:7
  • Keywords:added value; trade; commercial enterprises; human resources
  • Summary/Abstract:This report examines the change in added value, by taking into consideration factor costs in trade. It directly affects the change in the gross domestic product of the country. This report also analyzes the quantitative influence of the composition and its structure in commercial enterprises, according to the number of their employees. The things determined are as follows: the average level of added value in trade, the influence of its individual levels and the structure of sales, and the influence of human resources on the added value in trade. Comparative analysis, index analysis method and index factor analysis are applied. The time period of the study is 2018-2021.
DIGITALIZATION IN THE PUBLIC SECTOR

DIGITALIZATION IN THE PUBLIC SECTOR
(DIGITALIZATION IN THE PUBLIC SECTOR)

  • Author(s):Erika Szilágyiné, Adam Bereczk
  • Language:English
  • Subject(s):Economy, National Economy
  • Page Range:205-212
  • No. of Pages:8
  • Keywords:digitalization; public sector; Hungary; qualification
  • Summary/Abstract:In this study, the latest digitalization trends in the public sector are examined, focusing on Hungary as a European Union member state. The findings reveal how people in Hungary use and evaluate the importance of e-administration services, emphasizing the relationship between education and the usage of public digital services. The usage frequency of the different types of e-governmental services is also demonstrated. The results are based on a questionnaire designed by the authors and answered by 200 Hungarian residents in 2021 and 2022. The findings do not support the basic general assumptions in every case, particularly with the connection between education and the usage of public digital services.
ПРОУЧВАНЕ НА ОНЛАЙН ПОКУПКИТЕ НА ХРАНИТЕЛНИ СТОКИ: ЕМПИРИЧЕН АНАЛИЗ НА ПОТРЕБИТЕЛИТЕ В БЪЛГАРИЯ

ПРОУЧВАНЕ НА ОНЛАЙН ПОКУПКИТЕ НА ХРАНИТЕЛНИ СТОКИ: ЕМПИРИЧЕН АНАЛИЗ НА ПОТРЕБИТЕЛИТЕ В БЪЛГАРИЯ
(STUDY ON ONLINE GROCERY PURCHASES: AN EMPIRICAL ANALYSIS OF CONSUMERS IN BULGARIA)

  • Author(s):Simeonka Petrova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:213-221
  • No. of Pages:9
  • Keywords:online consumers; online grocery purchases; online grocery shopping; electronic groceries; online users in Bulgaria
  • Summary/Abstract:In the digital world, the accelerated shift to online shopping is fundamentally changing consumer behavior. The main goal of the present study is to present theoretical approaches for understanding and evaluating online grocery purchases and on this basis to carry out an empirical analysis of Bulgarian consumers. The survey respondents are individuals from Bulgaria, and the collected data on their budgets refer to the period 2012-2022. The research hypothesis is analyzed using the method of linear regression and correlation through statistical software – IBM SPSS Statistics. Main information sources are Eurostat and the National Statistical Institute. On the basis of the achieved results, the attitudes and expectations for change in the patterns of online grocery purchases by consumers in Bulgaria are determined.
ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ В ТЪРГОВИЯТА НА ДРЕБНО – ПОЛЗИ И РИСКОВЕ

ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ В ТЪРГОВИЯТА НА ДРЕБНО – ПОЛЗИ И РИСКОВЕ
(ARTIFICIAL INTELLIGENCE IN RETAIL – BENEFITS AND RISKS)

  • Author(s):Violeta Galabova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:222-229
  • No. of Pages:8
  • Keywords:Retail Trade; Artificial Intelligence
  • Summary/Abstract:Today retail is among the leaders in the application of artificial intelligence with dynamic changes in operations and in the technology-customer interface. Supply chains are being modified, commercial operations are being streamlined, large databases are being used, and the personalization of customer service is increasing. In addition, the use of artificial intelligence in retail also poses significant risks, such as change of job positions, misuse of personal data, limitation of ideas within algorithmic solutions from data analysis, and other consequences. A thoughtful and responsible use of AI is needed so that retail transformation occurs with increased efficiency and consumer experiences while minimizing negative side effects.
НЯКОИ АСПЕКТИ НА ВЛИЯНИЕ НА МОБИЛНИТЕ ПРИЛОЖЕНИЯ В ЖИВОТА НА ПОТРЕБИТЕЛИТЕ

НЯКОИ АСПЕКТИ НА ВЛИЯНИЕ НА МОБИЛНИТЕ ПРИЛОЖЕНИЯ В ЖИВОТА НА ПОТРЕБИТЕЛИТЕ
(SOME ASPECTS OF THE IMPACT OF MOBILE APPLICATIONS ON CONSUMERS’ LIVES)

  • Author(s):Borislav Atanasov
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:230-237
  • No. of Pages:8
  • Keywords:mobile applications; consumers; omnichannel; trade; retail chains
  • Summary/Abstract:The widespread use of mobile devices (smartphones and tablets) enables consumers to download, install and use a variety of mobile applications. They are part of omnichannel trade and contribute to the digitalization of the purchasing process. They participate in the processes of consumer digital connectivity and involvement. Based on secondary information, the paper presents some of the trends in consumers’ lives with regard to use of mobile applications. The mobile applications of some of the retail chains operating on the Bulgarian market are considered as well. An attempt is made to reveal the benefits of using mobile applications for consumers and sellers.
ДИЛЕМИ И ОГРАНИЧЕНИЯ НА ПРЕДПРИЕМАЧЕСКИЯ ПОДХОД

ДИЛЕМИ И ОГРАНИЧЕНИЯ НА ПРЕДПРИЕМАЧЕСКИЯ ПОДХОД
(DILEMMAS AND LIMITATIONS ON ENTREPRENEURIAL APPROACH)

  • Author(s):Yuliyan Narlev
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:238-244
  • No. of Pages:7
  • Keywords:Entrepreneurship; Innovation; Innovations skills; Entrepreneurial approach
  • Summary/Abstract:The entrepreneurial approach, with its adaptability, orientation and focus plays an important role in the development of the modern world. Adopting and applying an entrepreneurial approach leads to innovation, new technologies, collaborations and increased competitiveness. Its role has a global reach and impact, fostering a culture of innovation. Given its relevance and importance, the aim of this paper is to explore a topic less explored in the research literature, the dilemmas and limitations of the entrepreneurial approach, with contributions to a more precise definition and application of the approach in future research.
ДИГИТАЛНАТА ИНТЕНЗИВНОСТ – ИЗМЕРИТЕЛ НА ЦИФРОВАТА ЕКОСИСТЕМА НА БИЗНЕСА

ДИГИТАЛНАТА ИНТЕНЗИВНОСТ – ИЗМЕРИТЕЛ НА ЦИФРОВАТА ЕКОСИСТЕМА НА БИЗНЕСА
(DIGITAL INTENSITY – A MEASURE OF THE DIGITAL ECOSYSTEM OF BUSINESS)

  • Author(s):Michal Stojanov
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:245-253
  • No. of Pages:9
  • Keywords:digital intensity; digital intensity index; digitalization; information and communication technologies; commercial strategies
  • Summary/Abstract:The main focus of the present work is placed on the theoretical summary of the nature and components of the Digital Intensity Index, which can be used to analyse the reached level of digitization of enterprises in general for the EU-27 and for individual Member States. For this purpose, the methods of descriptive and comparative analysis are applied in the paper. The main results indicate the delay of the Bulgarian economic units in the adaptation of digital technologies and innovations. Possible directions have been outlined to help catch up and increase digital intensity in the conditions of the New Economy.
ЕЛЕКТРОННАТА ТЪРГОВИЯ В ЕС – СЪСТОЯНИЕ И ТЕНДЕНЦИИ

ЕЛЕКТРОННАТА ТЪРГОВИЯ В ЕС – СЪСТОЯНИЕ И ТЕНДЕНЦИИ
(E-COMMERCE IN THE EU – STATUS AND TRENDS)

  • Author(s):Zoya Ivanova
  • Language:Bulgarian
  • Subject(s):Economy, Supranational / Global Economy, ICT Information and Communications Technologies
  • Page Range:254-262
  • No. of Pages:9
  • Keywords:e-commerce; digital technologies; internet sales; EU
  • Summary/Abstract:E-commerce has led to radical qualitative changes in trading patterns based on increased digitisation and accelerated technological development. E-commerce has become the fastest-growing market, enabling businesses to generate efficiency gains at all stages of their production and distribution processes. This paper presents the results of a study on the state and evolution of e-commerce in EU countries. It examines the main trends and differences in e-commerce between EU countries and highlights several positive and negative effects.
EXTREME VALUES IN DIGITAL INTENSITY OF EU ENTERPRISES

EXTREME VALUES IN DIGITAL INTENSITY OF EU ENTERPRISES
(EXTREME VALUES IN DIGITAL INTENSITY OF EU ENTERPRISES)

  • Author(s):Ivan Marinov
  • Language:English
  • Subject(s):Economy, Supranational / Global Economy, ICT Information and Communications Technologies
  • Page Range:263-271
  • No. of Pages:9
  • Keywords:Digital Intensity Index; digital agenda; ICT; digital technologies
  • Summary/Abstract:This research aims to identify the presence of extreme values in the distribution of EU SMEs and large enterprises with a basic level of the Digital Intensity Index (DII). The Digital Intensity Index shows the level of adoption of key digital technologies by enterprises and, through their implementation, an increase in entrepreneurial competitiveness in the era of digital transition. The significance of this kind of research and the results achieved stems from the strong influence of factors such as globalisation and crises such as COVID 19 on entrepreneurship, the existence of which makes sense of the progress of information and communication technologies and their implementation in European business.
ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ В ТЪРГОВИЯТА С НОСИЛКИ ЗА БЕБЕНОСЕНЕ

ИЗКУСТВЕНИЯТ ИНТЕЛЕКТ В ТЪРГОВИЯТА С НОСИЛКИ ЗА БЕБЕНОСЕНЕ
(ARTIFICIAL INTELLIGENCE IN BABY CARRIER COMMERCE)

  • Author(s):Mariyana Kateva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:272-279
  • No. of Pages:8
  • Keywords:artificial intelligence; social media management software; commerce; babywearing
  • Summary/Abstract:With this research paper, the author would like to present some of the advantages of the implementation of artificial intelligence in the commercial activities of companies that sell baby carriers. A brief overview of consumers and the baby carrier market is given. The importance of social media for brand recognition is presented. Тhe benefits and key features of various social media management apps suitable for integration by baby carrier retailers are highlighted.
ПОТРЕБИТЕЛСКОТО ИЗЖИВЯВАНЕ И НОВИТЕ ТЕХНОЛОГИИ В РИТЕЙЛИНГА

ПОТРЕБИТЕЛСКОТО ИЗЖИВЯВАНЕ И НОВИТЕ ТЕХНОЛОГИИ В РИТЕЙЛИНГА
(CONSUMER EXPERIENCE AND THE NEW TECHNOLOGIES IN RETAILING)

  • Author(s):Violeta Peteva Laskova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:280-287
  • No. of Pages:8
  • Keywords:consumer experience; omnichannel consumer experience; omnichannel retailing; Commerce 5.0; personalization; artificial intelligence (AI)
  • Summary/Abstract:In today's highly dynamic environment, the role and importance of consumer experience is growing significantly. The core products, with their high quality and service, can no longer provide a competitive advantage in the market. Nowadays consumers seek emotions, dreams, memories, sensations and symbolism that combine to create a compelling and lasting personal experience. The primary goal of modern omnichannel consumers is to combine the advantages of online and offline shopping in the most profitable way for them, while expecting a seamless and exciting experience. To offer such an experience, companies should apply an approach that is on the one hand high-tech and on the other – with a high degree of personal attention in service. Therefore, companies must use technological innovation and convergence between them, together with their highly skilled and motivated personnel. The article examines the importance of the concept of “Consumer Experience”, as well as the new technologies and their manifestations in modern retailing.
ДИНАМИЧНО ЦЕНООБРАЗУВАНЕ В ЕЛЕКТРОННАТА ТЪРГОВИЯ

ДИНАМИЧНО ЦЕНООБРАЗУВАНЕ В ЕЛЕКТРОННАТА ТЪРГОВИЯ
(DYNAMIC PRICING IN E-COMMERCE)

  • Author(s):Desislava Grozdeva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:288-295
  • No. of Pages:8
  • Keywords:dynamic pricing; e-commerce; Internet; digitalization; artificial intelligence
  • Summary/Abstract:In the digital age, e-commerce has established as a fast and convenient way to sell various products. The number of online stores and the competition between them is constantly growing. As a result, more and more e-retailers are implementing dynamic pricing in their operations to increase business efficiency. The purpose of this paper is to present the essence, algorithm and advantages of dynamic pricing, highlighting the main challenges for businesses from implementing this pricing strategy. Specific areas of application of dynamic pricing in e-commerce are also reviewed in the paper.
Е ЛИ ДИГИТАЛИЗАЦИЯТА КОНКУРЕНТНО ПРЕДИМСТВО?

Е ЛИ ДИГИТАЛИЗАЦИЯТА КОНКУРЕНТНО ПРЕДИМСТВО?
(IS DIGITALIZATION REALLY A COMPETITIVE ADVANTAGE?)

  • Author(s):Yulia Hristova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:296-302
  • No. of Pages:7
  • Keywords:digitalization; competitive advantage; trade; technology competitive strategy
  • Summary/Abstract:The modern age is that of digitalization. It is present in every aspect of people's lives, and this makes it a way of doing business. It is considered that the more technologically developed companies, using if not a fully digitized channel, then omnichannelity, have an advantage in the realization of their product. The purpose of this article is to provide some arguments that prove or disprove this assumption.
ДИГИТАЛИЗИРАНО ТЪРГОВСКО ПРЕДСТАВИТЕЛСТВО КАТО ЧАСТ ОТ ERP ЕКО СИСТЕМАТА

ДИГИТАЛИЗИРАНО ТЪРГОВСКО ПРЕДСТАВИТЕЛСТВО КАТО ЧАСТ ОТ ERP ЕКО СИСТЕМАТА
(DIGITALIZED COMMERCIAL AGENCY AS PART OF THE ERP ECO SYSTEM)

  • Author(s):Yanko Georgiev
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:303-310
  • No. of Pages:8
  • Keywords:Enterprise Resource Planning; ERP; software; web; commercial agents
  • Summary/Abstract:Until recently, the scientific literature considered the benefits information technology would contribute to the development of enterprises. Today, we are no longer talking about a probable positive effect, but about a real need for the application of modern technologies in the companies’ activities. The digitization of separate processes and their unification is a challenge companies face more and more often, and ERP systems provide the opportunity to achieve that. Commercial agents and their activity are part of the enterprise's activity, which must be digitized, optimized through the prism of information technology and become part of the ERP eco-system.
ИЗСЛЕДВАНЕ НА ИЗБОРА НА ТЪРГОВСКИ ФОРМАТ И МОДЕЛИТЕ НА ПАЗАРУВАНЕ НА БЪРЗООБОРОТНИ СТОКИ

ИЗСЛЕДВАНЕ НА ИЗБОРА НА ТЪРГОВСКИ ФОРМАТ И МОДЕЛИТЕ НА ПАЗАРУВАНЕ НА БЪРЗООБОРОТНИ СТОКИ
(INVESTIGATING RETAIL FORMAT CHOICE AND SHOPPING PATTERNS OF FMCG)

  • Author(s):Tonya Petrusheva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:311-319
  • No. of Pages:9
  • Keywords:retail formats; FMCG; consumer behavior; shopping patterns
  • Summary/Abstract:The variety of retail formats operating in the FMCG market motivates consumers to change their shopping patterns. Consumers are determining what type of retail formats to shop in and are looking to continually expand options. In today's environment, purchasing decisions are increasingly influenced by the development of digital technologies and the Internet, which requires a corresponding display of flexibility on the part of retailers. The main goal of the present development is to analyze the behavior of consumers when choosing retail formats offering fast-moving goods, and on this basis to determine more significant patterns of shopping, as well as to formulate corresponding conclusions. The performed literature review presupposes a characterization of consumer shopping patterns when choosing a retail format. This framework presents empirical data about consumers and their shopping habits. The achieved research results allow the highlighting of some main trends in consumer behavior when purchasing fast-moving consumer goods.
БЛОКЧЕЙН И ТЪРГОВИЯТА В ХРАНИТЕЛНО-ВКУСОВАТА ИНДУСТРИЯ – РИСКОВЕ И ВЪЗМОЖНОСТИ

БЛОКЧЕЙН И ТЪРГОВИЯТА В ХРАНИТЕЛНО-ВКУСОВАТА ИНДУСТРИЯ – РИСКОВЕ И ВЪЗМОЖНОСТИ
(BLOCKCHAIN AND TRADE IN THE FOOD INDUSTRY – RISKS AND OPPORTUNITIES)

  • Author(s):Mihaela Todorova
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:320-326
  • No. of Pages:7
  • Keywords:blockchain; food industry; trade; blockchain opportunities; blockchain risks
  • Summary/Abstract:Food products are of high public importance and their non-compliance with certain safety standards can lead to adverse consequences. For this reason, it is important to exercise increased control over the production, storage, distribution, and trade of food products. The management of these processes can be optimized through the use of new technologies to ensure transparency and information security. One such technology is blockchain, and through its adaptation in the food industry, the processes from production to sale can be optimized. This paper examines and summarizes the opportunities and risks of blockchain technology in the food trade. The study examines examples of already implemented systems in large food product chains.
DIGITAL TRANSFORMATION AND VIETNAM DESTINATION MARKETING SOLUTIONS TO INTERNATIONAL MARKET

DIGITAL TRANSFORMATION AND VIETNAM DESTINATION MARKETING SOLUTIONS TO INTERNATIONAL MARKET
(DIGITAL TRANSFORMATION AND VIETNAM DESTINATION MARKETING SOLUTIONS TO INTERNATIONAL MARKET)

  • Author(s):Le Thi Thu Hien
  • Language:English
  • Subject(s):Economy, Marketing / Advertising, Tourism
  • Page Range:327-340
  • No. of Pages:14
  • Keywords:Digital transformation; destination; marketing; Vietnam tourism; International tourists
  • Summary/Abstract:The popularity of the internet today has gradually changed the interaction between businesses, customers and products. In the industrial revolution 4.0, the leading strategy of those companies is the digital transformation of management’s forms, business and especially marketing. Digital transformation is currently the leading trend of tourism businesses, with the aim of catching up with the transformation in business and marketing models. In this article, the author will research and analyze the current situation of digital transformation in the field of tourism and propose solutions to marketing destinations for the International tourist to Vietnam in the near future.
ПОДОБРЯВАНЕ НА КЛИЕНТСКОТО ПРЕЖИВЯВАНЕ – ДИГИТАЛИЗАЦИЯ И/ИЛИ ХУМАНИЗАЦИЯ НА ТЪРГОВИЯТА СЪС ЗАСТРАХОВАТЕЛНИ ПРОДУКТИ

ПОДОБРЯВАНЕ НА КЛИЕНТСКОТО ПРЕЖИВЯВАНЕ – ДИГИТАЛИЗАЦИЯ И/ИЛИ ХУМАНИЗАЦИЯ НА ТЪРГОВИЯТА СЪС ЗАСТРАХОВАТЕЛНИ ПРОДУКТИ
(IMPROVING CUSTOMER EXPERIENCE – DIGITALIZATION AND/OR HUMANIZATION OF INSURANCE PRODUCTS TRADE)

  • Author(s):Tonina Yaneva
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management, ICT Information and Communications Technologies
  • Page Range:341-348
  • No. of Pages:8
  • Keywords:insurance; customer experience; digitalization; humanization
  • Summary/Abstract:The real-time response capabilities, the offering crisis-resistant processes, the maximum convenience in the purchase of insurance products and the complete digital experience are among the key areas that insurers have focused on, in reply to the changing business environment. The integration of empathy, combined with a customer-centric approach for a more human-like experience, builds strong relationships between insurer and customer and turns into a source of a competitive advantage. The increasingly topical topic of environmental protection, the highly regulated insurance sector and the high expectations of modern consumers of insurance products require the humanization of the digital experience.
АНАЛИЗ И ОЦЕНКА ПО ФАКТОРНИЯ МОДЕЛ НА ДЮПОН В РИТЕЙЛ СЕКТОРА В БЪЛГАРИЯ (ПО ПРИМЕРА НА „ТЕХНОМАРКЕТ БЪЛГАРИЯ” ЕАД)

АНАЛИЗ И ОЦЕНКА ПО ФАКТОРНИЯ МОДЕЛ НА ДЮПОН В РИТЕЙЛ СЕКТОРА В БЪЛГАРИЯ (ПО ПРИМЕРА НА „ТЕХНОМАРКЕТ БЪЛГАРИЯ” ЕАД)
(THE DUPONT FACTOR MODEL ANALYSIS AND ASSESSMENT IN THE RETAIL SECTOR IN BULGARIA (ON THE EXAMPLE OF „TECHNOMARKET BULGARIA“ EAD))

  • Author(s):Radoslav Rachev
  • Language:Bulgarian
  • Subject(s):Economy, Business Economy / Management
  • Page Range:349-361
  • No. of Pages:13
  • Keywords:„DuPont“; financial analysis; financial „health“; digitalization
  • Summary/Abstract:The first part of this report is a theoretical summary of the nature and application of the „DuPont“ model, as well as of the indicators from which it is derived in the financial analysis of an enterprise.In the second part, an analysis of the financial status of the company "Technomarket Bulgaria“ EAD was carried out, through the application of the „DuPont“ model, and the relevant conclusions and assessments of the financial „health“ of the company were made based on the results of the calculations.In the third part, specific proposals are made for the improvement of the business processes that are carried out in the enterprise, which is the object of research in the report, in connection with the digitalization of certain aspects of the commercial activity.
ХЕДОНИСТИЧНО И/ИЛИ УТИЛИТАРНО ОБУЧЕНИЕ НА ТЪРГОВСКИ СПЕЦИАЛИСТИ В 5.0 ПРЕДИЗВИКАТЕЛСТВОТО

ХЕДОНИСТИЧНО И/ИЛИ УТИЛИТАРНО ОБУЧЕНИЕ НА ТЪРГОВСКИ СПЕЦИАЛИСТИ В 5.0 ПРЕДИЗВИКАТЕЛСТВОТО
(HEDONIC AND/OR UTILITARIAN TRAINING OF COMMERCIAL SPECIALISTS IN THE 5.0 CHALLENGE)

  • Author(s):Irina Yovcheva
  • Language:Bulgarian
  • Subject(s):Social Sciences, Economy, Education
  • Page Range:363-369
  • No. of Pages:7
  • Keywords:commercial specialists’ training; hedonism; utilitarianism; trade 5.0
  • Summary/Abstract:Education over the years has proven its important role in supporting business. It is a service with the highest resilience in the conditions of economic turbulence. Hedonistic and utilitarian learning are not mutually exclusive. Together, they create enriched learning that helps develop holistic and complex competencies. Professionals are motivated by the pleasure and benefits of learning, which makes them more ready to adapt to future challenges. In the 5.0 era, the success of sales professionals depends not only on their technical skills, but also on their ability to adapt and interact effectively with other people. Hedonic and utilitarian learning are innovative approaches that can support this process and enrich the educational experience of sales professionals.
ХУМАНИЗАЦИЯ И ДИГИТАЛИЗАЦИЯ – НЕИЗБЕЖНОТО ПРЕДИЗВИКАТЕЛСТВО В ОБУЧЕНИЕТО НА СТУДЕНТИ ПО ИКОНОМИКА И ТЪРГОВИЯ

ХУМАНИЗАЦИЯ И ДИГИТАЛИЗАЦИЯ – НЕИЗБЕЖНОТО ПРЕДИЗВИКАТЕЛСТВО В ОБУЧЕНИЕТО НА СТУДЕНТИ ПО ИКОНОМИКА И ТЪРГОВИЯ
(HUMANIZATION AND DIGITALIZATION – THE INEVITABLE CHALLENGE IN THE EDUCATION OF ECONOMICS AND COMMERCE STUDENTS)

  • Author(s):Violeta Peteva Laskova, Miglena Dushkova
  • Language:Bulgarian
  • Subject(s):Social Sciences, Economy, Education, Human Resources in Economy
  • Page Range:370-377
  • No. of Pages:8
  • Keywords:digitalization; humanization; economics; commerce; key competences; cognitive skills
  • Summary/Abstract:The report presents major issues related to the education in the field of economics and commerce. In today's highly dynamic, competitive and uncertain environment, universities are faced with a responsible and difficult task – to educate. Humanization is an integral part of education, and digitalization is currently the accelerator of most innovations in it. In this context, there are many challenges related to the formation of knowledge and skills mainly cognitive, including digital and socio-behavioral, necessary for personal realization.
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