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The Membership of Bulgaria in the European Union: Sixteen Years Later : Papers Presented in English Language Cover Image

The Membership of Bulgaria in the European Union: Sixteen Years Later : Papers Presented in English Language
The Membership of Bulgaria in the European Union: Sixteen Years Later : Papers Presented in English Language

Contributor(s): Paskal Zhelev (Editor), Dobroslav Emilov Mollov (Editor), Alexander Hristov (Editor), Elena Simeonova (Editor), Stela Jivkova (Editor), Ingrid Shikova (Editor), Tatiana Hubenova (Editor), Matilda Aleksandrova (Editor), Virginia Zhelyazkova (Editor), Milen Baltov (Editor), Preslav Dimitrov (Editor), Karim Naama (Editor), Desislava Stoilova (Editor), Georgi Marinov (Editor), Elif Dağdemir Uçkan (Editor), Mirko Tripunoski (Editor), Duško Dimitrijević (Editor), Silvana Jovcheska (Editor), Maia Tripunoska (Editor)
Subject(s): Politics / Political Sciences, Politics, Economy, National Economy, Supranational / Global Economy, Business Economy / Management, Energy and Environmental Studies, Economic policy, Environmental and Energy policy, International relations/trade, Developing nations, EU-Accession / EU-DEvelopment, Marketing / Advertising
ISSN: 2815-2727
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: European Union; Bulgaria; EU Policy; International Economics; Innovations; International trade; Sustainability; Energy; Marketing; Business
Summary/Abstract: On 13th October 2023, the 22nd international scientific conference was held, organized by the Department of "International Economic Relations and Business" at the University of National and World Economy. During the conference, traditionally, the topics were related not only to Bulgaria's membership in the European Union, but also covered a wide range of other issues such as politics, economy, sustainable development, decarbonization, trade, marketing, innovation, technology, etc. It was held under the patronage of the Rector of UNWE, Prof. Dr. Dimitar Dimitrov.

  • Page Count: 498
  • Publication Year: 2024
  • Language: English
The European Union’s Approach to Artificial Intelligence Regulation

The European Union’s Approach to Artificial Intelligence Regulation
(The European Union’s Approach to Artificial Intelligence Regulation)

  • Author(s):Marisa Almeida Araújo
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Law, Constitution, Jurisprudence, EU-Accession / EU-DEvelopment, ICT Information and Communications Technologies, EU-Legislation
  • Page Range:9-18
  • No. of Pages:10
  • Keywords:artificial intelligence; human rights; democracy; European Union; policy; regulation
  • Summary/Abstract:The European Union (EU) is emphasizing regulatory efforts on Artificial Intelligence (AI) and AI-based systems and tools, aiming to not only lead the digital era but also shape Europe’s digital (sustainable) future. Either a soft-law approach and hard-law responses to AI are clearly part of the EU’s digital strategy. Although the arena in which AI is moving can be treacherous, is also highly seductive and impossible to escape from. Finding a balance between a precautionary approach and promoting evolution and technological development is not always easy, especially when dealing with confronting interests, i.e., different regulatory levels, enforcement and compliance, social and economic asymmetries, and cultural differences, besides the transformation in people’s lives and the impact in the future generations. The paper analyses some challenges – legal and ethical – concerning the use of AI and AI tools. In particular, considering respect for fundamental rights and freedoms, nondiscrimination, quality and security, transparency, impartiality, and fairness, and “under user control”, and the EU regulatory responses to the risks. The aim of the paper is to offer some insights into the hard and soft law responses of the EU to the topic, and the strategy adopted to AI regulation.
Financial Integration and the European Union

Financial Integration and the European Union
(Financial Integration and the European Union)

  • Author(s):Mariya Yaneva
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, EU-Accession / EU-DEvelopment, Financial Markets, Fiscal Politics / Budgeting
  • Page Range:19-35
  • No. of Pages:17
  • Keywords:economic; European Union (EU); financial integration; financial market
  • Summary/Abstract:Financial integration within the European Union (EU) is a complex and multifaceted economic and political process that has far-reaching implications for EU member states, economic actors and the global financial landscape. This research explores the progressive steps taken by the EU to harmonize financial markets, possible regulations and institutions, creating a single financial market known as the European Economic and Monetary Union (EMU).
Is There a New Momentum for the Development of the Euro?

Is There a New Momentum for the Development of the Euro?
(Is There a New Momentum for the Development of the Euro?)

  • Author(s):Kaloyan Simeonov, Slaveya Vasileva
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Business Economy / Management, EU-Accession / EU-DEvelopment, Financial Markets
  • Page Range:36-51
  • No. of Pages:16
  • Keywords:Euro Area; single currency; international role of the euro
  • Summary/Abstract:After the establishment of the euro in 1999, the single currency became the second most important currency in the global markets. However, the euro has never been the single currency of the whole EU as there are always Member States of the Union that do not belong to the Euro Area. In the paper we will argue that there is a new momentum for the development of the euro both internally at EU level and globally. The internal development of the Euro Area has two main dimensions – current Euro Area enlargement as well as financial and EU economic reforms that are targeted specifically to the Euro Area. The global development of the euro is linked with the current global political and economic challenges. Last but not least, the development of the digital euro will also increase further the role of the single currency inside and outside of the EU.
The Power BRICS Geopolitical Game

The Power BRICS Geopolitical Game
(The Power BRICS Geopolitical Game)

  • Author(s):Karim Naama
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Economic policy, Government/Political systems, International relations/trade, Geopolitics
  • Page Range:52-59
  • No. of Pages:8
  • Keywords:BRICS; geopolitics; regions; G7; Arab states and other countries; World Bank, economy
  • Summary/Abstract:The world changes rapidly due to discoveries and innovations in the field of technology. The interests of the BRICS countries and their common goals intersect to move towards new global economy and to lay the foundations of a multipolar international system. In order to accomplish such a goal, the BRICS group faces the challenge of conducting organizational activities. The significance of the ‘five’ countries in the world economy increases with their joint efforts as a geopolitical group. The economic success of the five states ensures their active role in the UN, IMF, WB, WTO. The present study aims at demonstrating how the historical geopolitical change takes place highlighting its real and objective reasons related both to the development of the world economy and the alteration in the structure and fundamentals of international relations in the 21st century with the emergence of new political economic organizations and alliances.
Europe – Between Culture and Institutions

Europe – Between Culture and Institutions
(Europe – Between Culture and Institutions)

  • Author(s):Veselin Vasilev, Todor Belenski
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Business Economy / Management, Economic policy, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:60-66
  • No. of Pages:7
  • Keywords:cultural determinants; institutional determinants; European Union
  • Summary/Abstract:The aim of the report is to stir up academic discussion on the current political determinants in the European Union. Set around the juxtaposition of the two classic texts on whether national economic growth is based on cultural or solely institutional factors – “Does culture affect economic outcomes?” by Guiso, Sapienza, Zingales and “Institutions as a fundamental cause of long-run growth” by Robinson, Acemoglu and Johnson, the report is using the strong polemics of both articles. The report additionally fits examples of national economies across the EU to test the frameworks of both articles and to initiate further discussion.
The Rapidly Growing Euroscepticism - A Result of the Internal Political Processes in the Member States of the European Union

The Rapidly Growing Euroscepticism - A Result of the Internal Political Processes in the Member States of the European Union
(The Rapidly Growing Euroscepticism - A Result of the Internal Political Processes in the Member States of the European Union)

  • Author(s):Todor Kondarev
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Political Theory, Government/Political systems, Politics and society, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:67-78
  • No. of Pages:12
  • Keywords:European Union; Euroscepticism; Political system; National states; European institutions
  • Summary/Abstract:The report "The rapidly growing Euroscepticism - a result of the internal political processes in the member states of the European Union" presents the realities and challenges facing the European Union in recent years, namely one of them is the growing Euroscepticism towards the project for a united Europe. The European values that have been fundamental to the construction of the European project, uniting for more than several decades free, democratic and peace-loving countries, are being tested given the desire of more and more EU citizens to strengthen the influence of the national states represented in the European structures, and the institutions of the Union to have less and less influence over the decisions in the legislative process of the individual member states, giving the prerogative of national law over European laws. Euroscepticism even takes an extreme form with some European parties represented in the political system of the countries, agitating for their departure and disintegration of the Community. The scientific report also presents and analyzes in detail the reasons and factors influencing public opinion in the EU, which led to the alienation of people from the political system of the Union, strengthening the desire for national separatism from the European institutional structures. Euroscepticism is becoming increasingly influential, both in the member states that laid the foundation for the creation of the EU after the end of the Second World War, and in the more recently joined former totalitarian states that have been democracies since 1989, a period associated with the end of the Cold War.
EU Facility for Refugees in Turkiye: Humanitarian and Development Actions

EU Facility for Refugees in Turkiye: Humanitarian and Development Actions
(EU Facility for Refugees in Turkiye: Humanitarian and Development Actions)

  • Author(s):Suleyman Dikmen, Hamza Bahadır Eser
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Law, Constitution, Jurisprudence, Human Rights and Humanitarian Law, Inter-Ethnic Relations, EU-Accession / EU-DEvelopment, Asylum, Refugees, Migration as Policy-fields
  • Page Range:79-89
  • No. of Pages:11
  • Keywords:European Union; European Union budget; Türkiye; Refugee crisis; EU funds
  • Summary/Abstract:Since 2011, Türkiye officially hosts around four million refugees. On March 18 2016, the European Council and Türkiye signed the European Union (EU)-Türkiye Statement aimed at stemming the influx of irregular migration via Türkiye to the EU. The aim of the study is to examine the financial support program developed within the scope of the EU-Türkiye Statement, which focuses on managing irregular migration and financial aid. The Facility for Refugees, a main component of the EU-Türkiye Statement, consists of an EU budget of €3 billion and EU Member States contributions of €3 billion. More than 100 projects have been implemented in Türkiye with the funds provided under the Facility. In the study, financial aid will be evaluated in terms of humanitarian and development actions.
Globalization Processes and Reasons for Migration of the Population of Azerbaijan to Europe

Globalization Processes and Reasons for Migration of the Population of Azerbaijan to Europe
(Globalization Processes and Reasons for Migration of the Population of Azerbaijan to Europe)

  • Author(s):Gulnara Sadi Hajiyeva
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Politics and Identity, Asylum, Refugees, Migration as Policy-fields
  • Page Range:90-101
  • No. of Pages:12
  • Keywords:Azerbaijan; Europe; globalization; migration; economic motives
  • Summary/Abstract:Political and social changes at the end of the 20th and beginning of the 21st century radically changed the socio-economic situation not only in the post-Soviet space, but throughout the world. One of the clearest manifestations of such changes was the active migration of the population, in which millions of people were forced to migrate from one state to another, thereby becoming involved in the process of globalization. Unlike developed countries that experienced a migration boom long before, the Republic of Azerbaijan faced particularly intense migration flows. In this context, the subject of the study is the study of migration from Azerbaijan to Europe after gaining independence. Within the framework of the created theoretical model, an analysis of migration from Azerbaijan to European states, especially to Germany, was carried out, as well as the reasons for migration from Azerbaijan to Europe and the integration process were assessed. Under the conditions of economic and demographic crises in Azerbaijan, population migration can be a fairly accurate indicator of the depth of these crises; on the other hand, effective regulation of migration contributes to solving both economic and demographic problems faced by Azerbaijan.
The State of Nominal and Real Convergence of Albania in the Context of Its EU Accession

The State of Nominal and Real Convergence of Albania in the Context of Its EU Accession
(The State of Nominal and Real Convergence of Albania in the Context of Its EU Accession)

  • Author(s):Silvia Kirova, Enida Istrefi
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:102-115
  • No. of Pages:14
  • Keywords:nominal convergence; real convergence; Albania; EU accession
  • Summary/Abstract:The paper aims to explore the state of nominal and real convergence of Albania, as well as some factors that are determinants of the catching-up process and might explain the results so far. The topic is of particular interest as in July 2022 the EU accession negotiations with Albania were launched. Therefore, it is relevant to research to what extent the country fulfills the Maastricht criteria and what is the state of real convergence, as they have a significant impact on the smooth integration of the economy in the internal market and eventually in the euro adoption process. The focus is on Albania and where appropriate, comparisons will be made with the other Western Balkan countries which have an EU candidate status.
The Influence of Exchange Rate on Inflation in Albania: Study Period 2010-2022

The Influence of Exchange Rate on Inflation in Albania: Study Period 2010-2022
(The Influence of Exchange Rate on Inflation in Albania: Study Period 2010-2022)

  • Author(s):Jonida Methasani, Enida Zhugri
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, EU-Accession / EU-DEvelopment, Fiscal Politics / Budgeting
  • Page Range:116-128
  • No. of Pages:13
  • Keywords:exchange rate; inflation; economic growth; the Albanian economy
  • Summary/Abstract:This paper studies the exchange rate in Albania and its relationship with inflation. Recently, the exchange rate has been emphasized as a shock absorber in the literature on transition nations, downplaying its costs to macroeconomic stabilization. However, the costs and benefits of a previous exchange rate instrument determine the decision to use a different exchange rate regime. The paper’s first section presents a survey of the literature on the connection between inflation and the exchange rate. The performance of the ALL/ EUR exchange rate is discussed, as the euro accounts for the majority of transactions in our country’s trade with other countries. The study of the effect of the exchange rate on economic indicators such as inflation is the last part of the study, for which we developed a simple regression model to explain the relationship between the two variables.
Local Government in Albania, The Effects of Fiscal Decentralization

Local Government in Albania, The Effects of Fiscal Decentralization
(Local Government in Albania, The Effects of Fiscal Decentralization)

  • Author(s):Selma Binjaku, Shkëlqim Fortuzi
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Business Economy / Management, Governance, Economic policy
  • Page Range:129-143
  • No. of Pages:15
  • Keywords:fiscal decentralization; local governance units; revenues; expenses
  • Summary/Abstract:Fundamentally, decentralization represents a democratic restructuring endeavor that seeks to transfer political, administrative, financial, and planning powers from the central government to local authorities. Its aims encompass boosting civic engagement, bestowing decision-making authority upon local communities, and fostering accountability and dependability. The overarching objective is to optimize the efficiency and effectiveness of resource collection, administration, and service provision. My interest in comprehending the evolution of our country’s decentralization initiative has driven me to delve into the subject of fiscal decentralization. This process entails endowing local governments not only with the entitlements arising from this empowerment but also the corresponding responsibilities that accompany it. Before and after decentralization, there are several stages that can be observed. These stages typically involve policy formulation, legal reforms, capacity building, fiscal transfers, and institutional adjustments. By analyzing key indicators, we can assess the impact of decentralization on various aspects of governance. The aim of this work is to take into consideration recent developments, both within the framework of central-level reforms and the work of local self-government bodies, primarily focusing on the period from 2005 to 2021. The work is primarily based on analyzing the findings identified from the following sources: Primary data collected through questionnaires administered to citizens, Accountancy Experts, and Businesses. Research from various reports, publications, or articles prepared as part of projects or activities of various public institutions operating in the field of local governance. Previous reports and analyzes on territorial-administrative reform have been conducted by national and international institutions, and their findings have been extensively used in the preparation of this work.
Analysis of Fiscal Policies and Their Impact on the Local Economy

Analysis of Fiscal Policies and Their Impact on the Local Economy
(Analysis of Fiscal Policies and Their Impact on the Local Economy)

  • Author(s):Selma Binjaku, Shkëlqim Fortuzi
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Economic policy, Fiscal Politics / Budgeting
  • Page Range:144-158
  • No. of Pages:15
  • Keywords:taxes; fiscal package; businesses; taxation
  • Summary/Abstract:Fiscal policies are the tools used by the government to influence the country’s economy through taxation, public spending, and public debt. Their goals are to regulate the economy, assist in increasing employment, reduce inflation, and maintain control of public debt. Tax revenues are the primary and significant sources of income for governments in most countries. The potential tax revenues of a country based on its legal or tax law are much greater than the actual tax revenues collected. Due to the lack of full tax compliance, government budgets are rarely balanced in most countries, and the gap between revenues and expenditures is growing. The key question is why taxpayers avoid taxes. The purpose of this paper is to familiarize with the concept of fiscal packages and how the new taxation system works in the country. The paper is divided into three sections, where the first section includes the analysis of the theoretical aspect of our tax system, focusing on the concepts of taxes and duties according to national legislation. The second section focuses on fiscal packages for the years 2020, 2021, 2022, and the revenues generated during the respective years, while the final section deals with the analysis of the survey conducted among businesses in our country that have implemented the taxation system by examining the difficulties businesses are currently facing after the implementation of taxation, as well as their approach to taxation.
Analysis of Production Structure of the Gross Added Value of the CEE and Eurozone Countries

Analysis of Production Structure of the Gross Added Value of the CEE and Eurozone Countries
(Analysis of Production Structure of the Gross Added Value of the CEE and Eurozone Countries)

  • Author(s):Silvia Gospodinova
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Economic policy, International relations/trade, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:159-168
  • No. of Pages:10
  • Keywords:structural convergence; gross value added; descriptive analysis
  • Summary/Abstract:In the report, the analysis was carried out through a set of indicators that characterize the economic condition and convergence of the CEE countries with the Eurozone. The study covers the period from 2000 to 2022, using official statistical data from Eurostat. The indicators used in the study have been selected on the basis of their importance for the socio-economic development of each country and the EU, and to ensure that the information on this indicators is as complete as possible, i.e. that there are no gaps in some national statistical series.
The Impact of Pricing on Brand Equity and Market Positioning

The Impact of Pricing on Brand Equity and Market Positioning
(The Impact of Pricing on Brand Equity and Market Positioning)

  • Author(s):Taulant Kullolli
  • Language:English
  • Subject(s):Economy, National Economy, Business Economy / Management, Financial Markets, Marketing / Advertising
  • Page Range:169-178
  • No. of Pages:10
  • Keywords:pricing; brand equity; market positioning; pricing strategies; consumer perceptions; brand awareness
  • Summary/Abstract:This paper examines the influence of pricing strategies on brand equity and market positioning in the context of modern business. Pricing decisions play a crucial role in shaping consumer perceptions, brand equity, and market outcomes. The study investigates the relationship between pricing strategies and brand equity, exploring how pricing affects consumer perceptions of value and the positioning of a brand in the marketplace. It also examines the mediating role of brand awareness in the relationship between pricing and market positioning. The research is based on a comprehensive literature review and empirical analysis of relevant data.
Society 5.0 and Its Challenges for the Japanese Business

Society 5.0 and Its Challenges for the Japanese Business
(Society 5.0 and Its Challenges for the Japanese Business)

  • Author(s):Konstantin Ivanov
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Social Sciences, Economy, National Economy, Business Economy / Management, Sociology, Economic policy, Economic development, ICT Information and Communications Technologies
  • Page Range:179-188
  • No. of Pages:10
  • Keywords:Society 5.0; Japan
  • Summary/Abstract:The paper deals with humanity’s transition from the machine-centered information-based Society 4.0 to the human-centered “super smart society” Society 5.0 and the impact the new society will have on the Japanese business. Society 5.0 integrates the physical and the virtual space using innovations such as artificial intelligence, the Internet of Things, virtual and augmented reality. Its aim is to alleviate problems related to scarcity of resources, inequality, problems of demographic origin, challenges faced by small businesses. Japan is the country considered to be spearheading humanity’s technological progress, therefore it will also be expected to shoulder the brunt of the challenges of Society 5.0 such as politics, technological integration, and business acclamation.
Analysis of the Economic Situation in Case of the Membership Expansion in the EU, an Approach toward Western Balkans

Analysis of the Economic Situation in Case of the Membership Expansion in the EU, an Approach toward Western Balkans
(Analysis of the Economic Situation in Case of the Membership Expansion in the EU, an Approach toward Western Balkans)

  • Author(s):Rovena Vangjel, Mateus Habili, Merjemë Zyko
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, International relations/trade, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:189-204
  • No. of Pages:16
  • Keywords:objectives; economic integration; macroeconomic issues
  • Summary/Abstract:This research paper seeks to examine the economic situation that arises in the context of EU membership expansion, focusing on the approach of Western Balkans. We aim to conclude if the current situation of the European Union would benefit from the inclusion of new members. Achieving the paper’s objectives required the analysis of crucial aspects such as investigating how EU membership expansion until today has impacted the economy of the union and whether new entrants experience accelerated growth and convergence with the more developed economies, studying the dynamics of labor mobility between existing and new member states and other economic exposures. The analysis in this paper used secondary data obtained from statistical platforms such as World Bank Statistics Eurostat, focusing on the data of the years when the most considerable accessions to the union happened due to higher visibility of the economic effects. The study contributes to a deeper understanding of the complex dynamics accompanying the integration of new economies into the European Union, concluding that the scope of a genuine analysis considering the current period will always lead to making the most accurate decision.
Beyond Francophonie: Understanding the Rise of English-Speaking Preferences for Moroccan Students in Management

Beyond Francophonie: Understanding the Rise of English-Speaking Preferences for Moroccan Students in Management
(Beyond Francophonie: Understanding the Rise of English-Speaking Preferences for Moroccan Students in Management)

  • Author(s):Karim Darban, Smail Kabbaj
  • Language:English
  • Subject(s):Social Sciences, Language and Literature Studies, Economy, Foreign languages learning, Business Economy / Management, Sociology, Migration Studies, Socio-Economic Research
  • Page Range:205-211
  • No. of Pages:7
  • Keywords:study abroad; French to English transition; language preferences
  • Summary/Abstract:This study investigates the transition of Moroccan students from French-speaking to English-speaking destinations and programs for studying abroad. Employing quantitative research methods, trends and patterns in destination preference over time are identified. The results unveil a notable shift in destination preferences among Moroccan students, moving from French-speaking countries to English-speaking ones in recent years. The implications of these findings offer valuable insights and enhanced utility for stakeholders, particularly universities and governmental entities aiming to allure international students from North Africa.
Impact Assessment of the European Union Budget Expenditure on Mobility for Education in the Period 2000-2025 In Bulgaria

Impact Assessment of the European Union Budget Expenditure on Mobility for Education in the Period 2000-2025 In Bulgaria
(Impact Assessment of the European Union Budget Expenditure on Mobility for Education in the Period 2000-2025 In Bulgaria)

  • Author(s):Antoaneta Nikolova
  • Language:English
  • Subject(s):Politics, Social Sciences, Economy, National Economy, Sociology, Developing nations, Sociology of the arts, business, education, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:212-225
  • No. of Pages:14
  • Keywords:mobility; education; European Union; budget; Bulgaria
  • Summary/Abstract:This study conducts a comprehensive impact assessment of the European Union’s budget expenditure dedicated to mobility for education programs in Bulgaria from the year 2000 to 2025. Mobility for education initiatives, such as the Erasmus+ program, have been vital in fostering educational exchanges, enhancing skills, and promoting cross-cultural understanding within the European Union. Bulgaria, as a member state, has benefited from these initiatives, but the extent and nature of these benefits require rigorous evaluation. This research employs a mixed-methods approach, integrating both quantitative and qualitative data analysis techniques. It scrutinizes the financial allocations, disbursements, and utilization of EU funds for education mobility in Bulgaria over the specified period. Additionally, the study delves into the impact of mobility programs on student and academic mobility, educational quality enhancement, and broader socio-economic effects.
International Business in the Fragmentation and Transformation of the Global Economy

International Business in the Fragmentation and Transformation of the Global Economy
(International Business in the Fragmentation and Transformation of the Global Economy)

  • Author(s):Iliyan Sarandaliev
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Business Economy / Management, International relations/trade
  • Page Range:226-234
  • No. of Pages:9
  • Keywords:international business; multinational companies; business risk; political risk
  • Summary/Abstract:Multinational companies, which plan to continue their work in confronting countries, should adapt their activities in order to meet the requirements of the various markets in which they operate. The process of fragmentation and transformation of the global international relations sharply increases the political risk, which is substantial part of the overall risk structure of the multinational companies. The purpose of this research is to derive an up-to-date definition and manifestation of political risks as a major risk affecting the activities of the multinational companies in contemporary conditions. The methodology of the research is a desk research and analysis of the existing papers, related on political risks for the recent years. The conclusions include summary of the main reasons increasing the political risks for the multinational companies, as well as the main forms of influence and appearance.
Impact of Brexit on the Supply Chains in the United Kingdom

Impact of Brexit on the Supply Chains in the United Kingdom
(Impact of Brexit on the Supply Chains in the United Kingdom)

  • Author(s):Gergana Kaloyanova
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Business Economy / Management, International relations/trade, Marketing / Advertising, Socio-Economic Research, Transport / Logistics
  • Page Range:235-240
  • No. of Pages:6
  • Keywords:Brexit; Negative Impact; Supply Chain; United Kingdom
  • Summary/Abstract:The term “Supply Chain” can be described as the whole network of businesses and individuals which are collaborating in order to produce and distribute a final good or service. The whole system is affected if one part of it is malfunctioning. The study aims to analyze the impact of Brexit on supply chains in the United Kingdom based on a literature review and personal reflection on the topic. The research indicates that Brexit has been the most significant impact on the supply chains in the United Kingdom, foremost due to delays and red tape following the 2021 Trade and Cooperation Agreement (TCA). Many businesses had to find new suppliers to reestablish supply. Strategies used to decrease the adverse effects include supplier diversification and nearshoring (transferring business operations closer to home). Unfortunately, a lot of companies continue to search for ways to enhance the efficiency and resilience of their supply chains.
Studying the Functioning of International Trade Chains for Fast-Moving Consumer Goods in Different Markets

Studying the Functioning of International Trade Chains for Fast-Moving Consumer Goods in Different Markets
(Studying the Functioning of International Trade Chains for Fast-Moving Consumer Goods in Different Markets)

  • Author(s):Tonya Petrusheva
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Business Economy / Management, Economic policy, International relations/trade
  • Page Range:241-250
  • No. of Pages:10
  • Keywords:international trade chains; retail trade; fast moving goods
  • Summary/Abstract:The intensive development of the processes of internationalization and globalization has a direct impact on the economies of all countries around the world, including and the FMCG sector. In this regard, the expansion of international trade chains and their role as active participants in the value chain is considered. The main goal of the current research is to follow the implementation of the commercial policy of the international trade chain “Lidl”, and its operation in the markets of Bulgaria and Finland. To achieve this goal, the following research tasks are set: to make an integrative review of the literature on the nature of trade chains; to clarify the role and importance of the FMCG sector as the most dynamic and competitive; to compare and analyze empirical data of the achieved results in the two countries in question. The main methods used in the report are: observation, induction, deduction and comparison, and the research will find applicability in the field of international business. The conclusions show certain similarities, but also differences regarding the commercial policy implemented by “Lidl” in the markets of the two countries.
Evaluation and Comparison of the SDG Indicators for Albania and Bulgaria

Evaluation and Comparison of the SDG Indicators for Albania and Bulgaria
(Evaluation and Comparison of the SDG Indicators for Albania and Bulgaria)

  • Author(s):Najada Friza, Anisa Bakiu, Dante Mazzitelli
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Sociology, Economic policy, International relations/trade, Political Ecology, Economic development
  • Page Range:251-270
  • No. of Pages:20
  • Keywords:Sustainable Development Goals (SDGs); developing countries; sustainability indicators; Albania; Bulgaria
  • Summary/Abstract:The 2030 Agenda for Sustainable Development was adopted in 2015 by all United Nations Member States to address the need for sustainable development that would address the economic, political and environmental challenges facing our society. This Agenda produced a set of 17 universal goals measured by 169 specific goals. In our work, we aim to highlight the level of these indicators for Albania and Bulgaria, evaluating the differences between the countries and comparing them with the EU-27 (Europe) sustainability indicators, which plays the leading role in the implementation of the SDGs. Although the 2 countries are geographically close and with similar historical paths, our study suggests significant differences due to the influence of various economic and social factors.
Sustainable and Inclusive Transformation of the Bulgarian Rural Areas: Challenges and Prospects

Sustainable and Inclusive Transformation of the Bulgarian Rural Areas: Challenges and Prospects
(Sustainable and Inclusive Transformation of the Bulgarian Rural Areas: Challenges and Prospects)

  • Author(s):Svetlana Aleksandrova-Zlatanska
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Business Economy / Management, Agriculture, EU-Accession / EU-DEvelopment
  • Page Range:271-283
  • No. of Pages:13
  • Keywords:rural development; rural areas; green transition; territorial strategies
  • Summary/Abstract:The European Green Deal, the “Farm to Fork” strategy, the Long-Term Vision for EU Rural Areas - 2040 are key strategic documents that set out the goals for improving the economic and social well-being of people and for the efficient use of natural resources in rural areas. The processes of urbanization and deterioration of the demographic structure in rural areas deepened the regional imbalance in Bulgaria. Consequently, there is a need to change the traditional model of development to a new one based on digital technologies. The aim is to analyze the extent to which the goals for sustainable, inclusive and carbon neutral development of rural areas can be achieved in Bulgaria.
Impact of Sustainable Production on the Development of International Business

Impact of Sustainable Production on the Development of International Business
(Impact of Sustainable Production on the Development of International Business)

  • Author(s):Alaa Ahmed
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Economic policy, Environmental and Energy policy, International relations/trade, Developing nations, Socio-Economic Research
  • Page Range:284-297
  • No. of Pages:14
  • Keywords:Sustainable production; product design; process design; environmental performance; economic performance; development of international business
  • Summary/Abstract:This research aims to identify the impact of sustainable production on the development of international business. The research focuses on the global shift towards sustainability and its impact on business in various directions. Analyze the importance of sustainable production in achieving successful and sustainable international business development by building a structural model using the structural modeling method and testing the validity and quality of the models. The impact of sustainable production includes environmental, economic, and social factors, and the development of international business is adopted by attracting customers and investors, product quality and building the reputation of the brand, The research reached a set of conclusions and recommendations and the research hopes that the results and recommendations will contribute to enhancing awareness of the importance of sustainability and encouraging more companies to adopt sustainable production practices in the context of international business.
Tourism Sustainability: A Comparative Analysis of Bulgaria and the Neighbouring Countries

Tourism Sustainability: A Comparative Analysis of Bulgaria and the Neighbouring Countries
(Tourism Sustainability: A Comparative Analysis of Bulgaria and the Neighbouring Countries)

  • Author(s):Petya Ivanova
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Social Sciences, Economy, Business Economy / Management, Sociology, Economic policy, Developing nations, Evaluation research, Economic development, Tourism, Socio-Economic Research
  • Page Range:298-306
  • No. of Pages:9
  • Keywords:travel business; tourist destination; sustainable tourism; sustainability indicators
  • Summary/Abstract:The main aim of this paper is to analyze some key indicators determining the degree of tourism sustainability. It studies tourism sustainability indicators in Bulgaria compared with its neighbouring countries and uses an established methodological apparatus for studying tourism sustainability, developed by the World Economic Forum. The research places emphasis on an analysis of the balance in the triple bottom line of economic-environmental-social goals determining sustainability. The research methodology includes theoretical-methodological analysis, comparative analysis, empirical analysis, systemic approach. Based on the analysis carried out, the strengths of the offered tourist product in Bulgaria are highlighted, as well as the weaknesses regarding sustainability, which need improvement measures.
Sustainable Development of the European Food System

Sustainable Development of the European Food System
(Sustainable Development of the European Food System)

  • Author(s):Violeta Blazheva
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Business Economy / Management, Agriculture, Environmental and Energy policy, Developing nations, EU-Accession / EU-DEvelopment
  • Page Range:307-312
  • No. of Pages:6
  • Keywords:sustainable development; agricultural sector; food security; food safety
  • Summary/Abstract:This report focuses on food and food security in the context of sustainable development. The trend of food waste is constantly increasing. The focus is on prevention activities, protection measures, food safety and other factors. It is necessary to provide sustenance for the increasing number of inhabitants of the planet. In the conditions of membership in the European Union, the achievement of the set goals in the period after 2020 is of essential importance for the applied policy in the agricultural sector of Bulgaria, and more specifically: ensuring food security for the population, manifested in viable food production; maintaining and creating employment; achieving balanced territorial development; introduction of innovative agricultural technologies; protection of the environment and organization of environmentally friendly animal breeding activity; reducing the impact of climate change and adapting to it and others.
Aquatic Food Consumption in Southeastern Europe: Trade and Sustainability Dimensions

Aquatic Food Consumption in Southeastern Europe: Trade and Sustainability Dimensions
(Aquatic Food Consumption in Southeastern Europe: Trade and Sustainability Dimensions)

  • Author(s):Aleksandar Shivarov
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Business Economy / Management, Energy and Environmental Studies, Environmental and Energy policy, International relations/trade, Socio-Economic Research
  • Page Range:313-320
  • No. of Pages:8
  • Keywords:fish; seafood; international trade; sustainability; Southeastern Europe
  • Summary/Abstract:Consumption of aquatic food has increased worldwide in recent decades. Although most countries in Southeastern Europe have a much lower per capita demand for fish and fishery products compared with global and European levels, they are following the general trends. Domestic production is insufficient to meet existing demand, and the region is integrated into the global seafood market. The paper outlines the links between human consumption of aquatic organisms in the region and the global seafood trade. The supply of internationally sourced products has environmental impacts beyond the countries studied, raising questions about the sustainability of the sector and its environmental footprint. The study also examines the gap between domestic supply and demand for seafood and its impact on the region’s trade and environmental position.
Synergy between The EU and Korea in Navigating The Environmental Stewardship

Synergy between The EU and Korea in Navigating The Environmental Stewardship
(Synergy between The EU and Korea in Navigating The Environmental Stewardship)

  • Author(s):Hannah Kang
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Energy and Environmental Studies, Economic policy, Environmental and Energy policy
  • Page Range:321-331
  • No. of Pages:11
  • Keywords:Green economy; EU-Korea Green Partnership; Corporate environmental accountability; research and innovation; hydrogen economy
  • Summary/Abstract:This report examines the EU’s global role in environmental stewardship, driven by its regulatory influence in corporate transparency. Korea, as a key strategic partner to the EU, is analyzed for its synergy with the EU in building green economies. The report focuses on the synergy between the EU and Korea in building green economies and analyzes the Green Deals of both the EU and Korea, the FTA, and their Green partnership. By utilizing quantitative and qualitative analyses of agreements and policies, the report identifies challenges and opportunities, offering future recommendations. On the one hand, the EU’s Sustainable Financial Disclosure Regulation and the Corporate Sustainability Reporting Directive are analyzed as models for accelerating Korea’s divestment in foreign coal powered projects. On the other hand, this paper explores Korea’s leading role in hydrogen technology as a benchmark model for EU’s green Research and Innovation . In conclusion, the report underscores the symbiotic EU-Korea relationship in a global environmental stewardship, fostering mutual learning, collaboration, and innovation for a sustainable global economy. This report serves as a foundation for future research in these critical areas of global environmental dynamics.
Digital Technologies in the Management and Development of Tourist Destinations in the EU

Digital Technologies in the Management and Development of Tourist Destinations in the EU
(Digital Technologies in the Management and Development of Tourist Destinations in the EU)

  • Author(s):Margarita Misheva
  • Language:English
  • Subject(s):Economy, Tourism, ICT Information and Communications Technologies
  • Page Range:332-340
  • No. of Pages:9
  • Keywords:tourist destinations; digitalization; management; development
  • Summary/Abstract:This article examines the issues related to the digital transformation of tourist destinations and the application of technological innovations in their management and development. Among the objectives of the report is the highlighting of good practices and examples related to the competitive development of tourist destinations.
Tourism Development Trends in European Context

Tourism Development Trends in European Context
(Tourism Development Trends in European Context)

  • Author(s):Irena Kirilova Emilova
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Tourism, Socio-Economic Research
  • Page Range:341-349
  • No. of Pages:9
  • Keywords:International Tourism; Tourism Industry; Experience Economy; Trends
  • Summary/Abstract:Europe is the region that is both the most generating and receiving tourists, ie. it is the largest outbound and inbound tourism market in the world. On the one hand, Europe is the most desirable region to visit, and on the other hand, Europeans travel the most around the world. We cannot ignore the fact that in the last four years the tourist market has changed extremely dynamically and substantially, and this change was not predicted. There are currently several trends that we will try to outline, affecting the development of the Bulgarian tourist market as part of the European economic union. tourists travel more and more frequently, for shorter distances, and to distant, exotic destinations, have a clear interest in lesser-known tourist spots and undeveloped destinations, have high demands and attitudes towards food during travel, strive for recreation in all its forms and especially for the authenticity of the experiences that are the engine of modern international tourism. The connections and dependencies will be analysed and accordingly, the development trends of tourism and the experience economy through the prism of the added value of tourist trips will be deduced.
Analyzing Key Performance Indicators (KPIs) as Impact Factors in Economic Tourism Development in Bulgaria Compared to Balkan EU Countries

Analyzing Key Performance Indicators (KPIs) as Impact Factors in Economic Tourism Development in Bulgaria Compared to Balkan EU Countries
(Analyzing Key Performance Indicators (KPIs) as Impact Factors in Economic Tourism Development in Bulgaria Compared to Balkan EU Countries)

  • Author(s):Violeta Doneva Yankulova
  • Language:English
  • Subject(s):Economy, National Economy, Business Economy / Management, Tourism, Socio-Economic Research
  • Page Range:350-366
  • No. of Pages:17
  • Keywords:Key Performance Indicators (KPIs); Economic Tourism Development; Tourism Strategies; Social and Cultural Impact; Tourism Policies
  • Summary/Abstract:This research aims to thoroughly analyze the significance of Key Performance Indicators (KPIs) as impact factors in the economic tourism development of Bulgaria, in comparison with other Balkan EU member states. The tourism sector holds substantial economic importance for Bulgaria and its Balkan neighbors, and understanding its influence is crucial. The study focuses on how KPIs can be utilized to measure the economic, social, and cultural value of tourism in the context of Balkan EU countries. Through a detailed analysis of relevant KPIs, the research seeks to provide valuable insights for optimizing tourism strategies and promoting sustainable economic development across the region.
Economic Financial Indicators Affecting the Performance of Construction Companies

Economic Financial Indicators Affecting the Performance of Construction Companies
(Economic Financial Indicators Affecting the Performance of Construction Companies)

  • Author(s):Arjeta Hallunovi
  • Language:English
  • Subject(s):Economy, National Economy, Business Economy / Management, Accounting - Business Administration
  • Page Range:367-376
  • No. of Pages:10
  • Keywords:Albania; Construction Industry; Data Analyses; Horizontal Analyses; Financial Reports
  • Summary/Abstract:At any moment, companies are faced with choices. Making a decision is not something very easy, because there is always uncertainty. Decisions become even more difficult when the business climate is not at its best. The great difficulties in which the economy finds itself make it even more difficult to make a decision. In such a climate of uncertainty, the need to make economic-financial decisions is very great. There are precisely these decisions that make a company successful. In general, the decisions that an enterprise faces during the exercise of its activity are related to sources of financing, expenses and income, these decisions have as a logical basis the information extracted from the financial analysis. Financial indicators expressed in numerical values, generated by financial analysis, serve as guidelines for the actions taken by company managers, in order for them to realize their objectives for profit maximization and company growth. The purpose of this paper is to familiarize with the financial analysis and its importance for the decision-making of companies and the management of profits. This overview study will be concretized through the analysis of the financial reports of a construction company2. Through the horizontal analysis, based on the financial reports for two years (2018/2019), including the main items of the financial statements, it will be seen that these items have increased every year. Sales revenues have increased in total, looking at the latest statements. The net profit has increased, where this has come as a result of the continuous increase in sales by the company and the opening of new branches in the districts.
The Transformation of the Business Model in the Process of the Transformation of the Economic System on the Road to Sustainability: European Perspective

The Transformation of the Business Model in the Process of the Transformation of the Economic System on the Road to Sustainability: European Perspective
(The Transformation of the Business Model in the Process of the Transformation of the Economic System on the Road to Sustainability: European Perspective)

  • Author(s):Bistra Boeva
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Business Economy / Management, Governance, Economic policy, EU-Accession / EU-DEvelopment
  • Page Range:377-384
  • No. of Pages:8
  • Keywords:sustainability; business model; transformation; EU regulation framework on sustainability
  • Summary/Abstract:This paper examines the transformation of the business model in the process of transformation of an economic system on the road to sustainability. The objective of the paper is to prove the transformation of the business model of companies in EU Member States due to the establishment of the new regulation framework on sustainability. The author’s previous researches on corporate governance and sustainability, sustainable Global Value Chains and corporate sustainability,2 as well her personal involvement in various consulting activities gradually determined the abovementioned topic of investigation. Although it was established that a limited number of scholars study the above phenomenon some findings in their publications have enabled the development of a conceptual framework of this paper. The first part the paper encompasses the results of the literature observation. The focus of the second part is on the EU regulation framework on sustainability. In the third part of the paper the transformation of the business model is analysed. Through the lens of good practice, some very interesting findings are revealed. The conclusion includes the findings of the study, the author’s contribution and the path for the further study.
Dimensions of Bulgaria‘s Economic Growth and Competitiveness in the Years of the EU Membership

Dimensions of Bulgaria‘s Economic Growth and Competitiveness in the Years of the EU Membership
(Dimensions of Bulgaria‘s Economic Growth and Competitiveness in the Years of the EU Membership)

  • Author(s):Vera Pirimova, Elka Pirimova
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Business Economy / Management, Economic policy, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:385-399
  • No. of Pages:15
  • Keywords:economic growth; competitiveness; foreign trade; R&D costs and innovation
  • Summary/Abstract:The research is focused on one of the main emphasis and some factors of long-term competitiveness highlighted in the European Commission document of March 2023 „EU competitiveness beyond 2030: looking ahead at the occasion of the 30th anniversary of the single market“. The main goal is to analyze the economic growth and the factors of competitiveness outlined by the EC in the field of: scientific research and innovation; foreign trade and openness of the Bulgarian economy. The task of the study is to identify the progress or backwardness achieved by Bulgaria in the years after our country‘s accession to the EU (2007-2022), based on the parameters and the dynamics of the relevant indicators. Traditional methods of analysis and synthesis, empirical descriptive and index analysis are applied in the research.
Bulgaria‘s Investment and Trade Position in 2023

Bulgaria‘s Investment and Trade Position in 2023
(Bulgaria‘s Investment and Trade Position in 2023)

  • Author(s):Monika Moraliyska
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Business Economy / Management, International relations/trade, Financial Markets
  • Page Range:400-412
  • No. of Pages:13
  • Keywords:investment; trade; business climate; Bulgaria
  • Summary/Abstract:The paper explores the investment and trade position of Bulgaria in 2023. It analyzes its investment climate, trade position and dynamics, and conducts a SWOT analysis of the Bulgarian investment climate. The author also discusses the potential for increasing foreign direct investment (FDI) in the country. By analyzing these aspects, the research paper aims at providing a detailed insights into Bulgaria’s economic prospects and opportunities for both domestic and international investors. The methodoly includes descriptive and comparatable analysis, statistical data analysis and desk research of acknowledged international rating concerning investment climate.
An Empirical Study of Perceptions of Investment Plans as Pension Alternatives - Evidence from Bulgaria

An Empirical Study of Perceptions of Investment Plans as Pension Alternatives - Evidence from Bulgaria
(An Empirical Study of Perceptions of Investment Plans as Pension Alternatives - Evidence from Bulgaria)

  • Author(s):Miroslav Kamdzhalov, Hristosko Bogdanov, Petya Angelova, Georgi Marinov
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, Business Economy / Management, Economic policy, Welfare systems, EU-Accession / EU-DEvelopment, Socio-Economic Research
  • Page Range:413-420
  • No. of Pages:8
  • Keywords:pension systems; individual investment plans; Bulgarian economy
  • Summary/Abstract:Pension systems all over the world, and particularly in Europe, are under tremendous pressure. The global demographic shift toward longer life expectancy and lower fertility is the primary source of tensions on pension systems, with the traditional pay-as-you-go type becoming more questionable in its efficiency. In this study, we explore the perceptions toward this issue in Bulgaria, as well as what are the possible outcomes as results of different actions. Our survey was conducted with an online form, among respondents from Northeastern Bulgaria. We explore primarily the opinions of young people, since we expect them to be the most active and the most strongly concerned in the process. Our findings show the Bulgarian public is still relatively reluctant to newer types of investments.
Foreign Exchange Market Dynamics in Bulgaria in the Period 2018 – 2022

Foreign Exchange Market Dynamics in Bulgaria in the Period 2018 – 2022
(Foreign Exchange Market Dynamics in Bulgaria in the Period 2018 – 2022)

  • Author(s):Aglika Kaneva
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, National Economy, International relations/trade, Financial Markets
  • Page Range:421-427
  • No. of Pages:7
  • Keywords:foreign exchange market; structure of the foreign exchange market turnover; spot transactions; forward transactions; swaps in the foreign exchange market
  • Summary/Abstract:In this paper, the turnover of the foreign exchange market in Bulgaria has been examined. The structure of the foreign exchange market turnover by instruments, by currencies and the foreign exchange market turnover by counterparties for the period 2018 - 2022 have been studied. A comparative analysis of the indicators has been made.
Promotion of Cross-Border Commercial Mediation

Promotion of Cross-Border Commercial Mediation
(Promotion of Cross-Border Commercial Mediation)

  • Author(s):Nedyalka Alexandrova
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Law, Constitution, Jurisprudence, Business Economy / Management, International relations/trade, Law on Economics
  • Page Range:428-435
  • No. of Pages:8
  • Keywords:mediation; international business; cross-border disputes; alternative dispute resolution
  • Summary/Abstract:The report argues the benefit of using mediation as an alternative dispute resolution form in international business, but also as an underlying conflict resolution tool. The main international initiatives aiming rising in mediation attractiveness and promoting its application are summarized. As a main obstacle is shown the lack of an effective possibility of enforcement the mediation agreements.
Internal Marketing in the Context of Digitalization

Internal Marketing in the Context of Digitalization
(Internal Marketing in the Context of Digitalization)

  • Author(s):Antoaneta Daneshka
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
  • Page Range:436-442
  • No. of Pages:7
  • Keywords:digitalization; internal marketing; contingency theory; organizational structure
  • Summary/Abstract:Marketing is a comprehensive management approach in accordance with the requirements of the environment. However, in the conditions of digitization, digital marketing is often perceived and practiced in a narrow sense - as the use of new digital channels for the company‘s marketing communication with customers. The paper draws attention to the feasibility of understanding digital marketing as a holistic management approach. The case study method is applied and a discussion from the perspective of the contingency theory is presented. The conclusion is that the results of functional marketing activities are contingent on appropriate management processes. Digital marketing requires reasonable organizational and management provision.
Cross-Cultural Marketing Strategies: Bridging the Gap in International Management

Cross-Cultural Marketing Strategies: Bridging the Gap in International Management
(Cross-Cultural Marketing Strategies: Bridging the Gap in International Management)

  • Author(s):Brunela Trebicka
  • Language:English
  • Subject(s):Social Sciences, Economy, Business Economy / Management, Sociology, Management and complex organizations, Marketing / Advertising, Socio-Economic Research
  • Page Range:443-455
  • No. of Pages:13
  • Keywords:Cross-cultural marketing; Consumer behavior; Brand perception; International management; Cultural dimensions; Localization strategies
  • Summary/Abstract:This paper examines the role of cross-cultural marketing in international management and marketing, focusing on understanding consumer behavior and brand perception in diverse cultural contexts. Drawing upon the literature in the field, the study investigates the impact of cultural dimensions on consumer preferences, purchasing decisions, and brand perception. It explores effective strategies for adapting marketing efforts to accommodate cultural differences and foster customer engagement in international markets. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with marketing professionals. The findings emphasize the importance of aligning marketing communications with cultural values, employing localization strategies, and building authentic and emotionally resonant connections with consumers. Practical implications and recommendations are provided for firms operating in international markets. This research contributes to the existing body of knowledge on cross-cultural marketing and provides insights to enhance marketing strategies in diverse cultural contexts.
Leveraging Digital Platforms for Global Public Sector Marketing

Leveraging Digital Platforms for Global Public Sector Marketing
(Leveraging Digital Platforms for Global Public Sector Marketing)

  • Author(s):Krasimira S. Valcheva
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
  • Page Range:456-465
  • No. of Pages:10
  • Keywords:international marketing; public sector management; digital platforms; audience engagement; trust
  • Summary/Abstract:In the rapidly changing landscape of international marketing and public sector management, the integration of effective marketing strategies becomes vital for public organisations to navigate the international stage successfully. The paper explores the symbiotic relationship between both domains with emphasis on the importance of utilizing digital platforms to enhance global outreach and stakeholder engagement. The use of digital platforms in international public sector marketing offers a cost-effective solution to reach a diverse international public and enable precise audience targeting. Examples of successful international marketing campaigns driven by digital platforms demonstrate their immense potential. However, challenges such as trust building, legal considerations, and measuring impact must also be addressed.
Dynamics of the Relationship between Online Purchases and Consumer Income in the European Union

Dynamics of the Relationship between Online Purchases and Consumer Income in the European Union
(Dynamics of the Relationship between Online Purchases and Consumer Income in the European Union)

  • Author(s):Simeonka Petrova
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Business Economy / Management, Economic policy, EU-Accession / EU-DEvelopment, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
  • Page Range:466-475
  • No. of Pages:10
  • Keywords:online purchases of goods and services; disposable income; consumer spending; online consumer purchases in the European Union
  • Summary/Abstract:In the digital economy, online purchases are on the rise, seen as an indicator of economic well-being at national and regional levels. The geographic focus of the study is on online purchases and income of individuals from the 27-member states of the European Union. The main goal of the development is to investigate the dynamics of the relationship between online purchases of European consumers and disposable income, and on this basis to arrive at the derivation of corresponding dependencies. The following research tasks are set: interpretation of conceptual interpretations of the determinacy of online purchases by the amount of disposable income; adoption of a methodological framework for analyzing and evaluating the dependence between the variables „consumer spending, including for online purchases - disposable income“; formulating more important generalizations from the research conducted. The measurement of the studied relationship between the variables is carried out using the statistical software for computer processing - IBM SPSS Statistics and the Excel program. The analysis is based on the method of linear regression and correlation. The data refer to the time interval 2013-2021. The results of the study take into account the variation of consumer spending on online purchases while observing the fluctuations in the income of the respondents. The formulated conclusions are useful for characterizing the determinants of the changing behavior of European consumers.
User Journey Planning for Sales in the European Union by Local Companies

User Journey Planning for Sales in the European Union by Local Companies
(User Journey Planning for Sales in the European Union by Local Companies)

  • Author(s):Georgi Malchev
  • Language:English
  • Subject(s):Politics / Political Sciences, Politics, Economy, Supranational / Global Economy, Business Economy / Management, Economic policy, International relations/trade, Marketing / Advertising
  • Page Range:476-486
  • No. of Pages:11
  • Keywords:User Journey; Planning International Sales
  • Summary/Abstract:The user journey is a pivotal concept in marketing that evolves and adapts amidst technological, economic, and behavioral shifts. This paper aims to present practical models for user journey planning, exploring their influence and subsequent utilization by companies exporting their products. Specifically, it delves into Bulgarian companies and their strategies to plan and implement exports to EU member states. Interviews have been conducted with marketing managers exporting from Bulgaria to the EU. The framework identified in the analysis is employed, detailing the various approaches companies opt for. The paper concludes by outlining areas for further analysis regarding companies’ decisions related to elements of the user journey in international sales.
Delivery Terms Considerations in the User Journey for Online Sales in European Union Member Countries

Delivery Terms Considerations in the User Journey for Online Sales in European Union Member Countries
(Delivery Terms Considerations in the User Journey for Online Sales in European Union Member Countries)

  • Author(s):Georgi Malchev
  • Language:English
  • Subject(s):Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
  • Page Range:487-497
  • No. of Pages:11
  • Keywords:User Journey; Planning International Sales; Consumer Behavior; eCommerce
  • Summary/Abstract:The delivery terms are a key element in the user journey in online sales as people associate these with the value they will derive from the transaction. Moreover users have a heuristic that is specific for the respective category of goods. Consumers are looking for the optimal solution for the delivery terms - specific courier company, delivery time, level of support and control over the delivery. Emerging trends include same-day delivery, alternative delivery locations, and sustainability initiatives. Overall, customers increasingly expect delivery to be fast, free, flexible, and frictionless. The implications for companies are multifold and impact the overall sales volume as consumers will not place orders to a specific company. This will impact the future scaling of the sales of the company and the learning curve for the company regarding client needs, trends and new product development. The impact will be as well on the considerations for internationalization regarding margins, risk management, capacity usage. The paper outlines the specifics of different EU member states regarding the consumer expectations and behavior regarding delivery terms for online sales. These specifics impact the planning of the internationalization process and the creation of the optimal user journey for the consumers.
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