Yearbook

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  SOCIALLY RESPONSIBLE BRANDING IN THE CONTEXT OF THE CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT

  “Socially responsible branding” is a relatively new category in contemporary marketing, formed as a result of the integration of the principles of branding with the Corporate Social Responsibility (CSR) ideology, seen as a strategy for achieving sustainable development. Research results show that with the advent of the "sophisticated" customer ... “Socially responsible branding” is a relatively new category in contemporary marketing, formed as a result of the integration of the principles of branding with the Corporate Social Responsibility (CSR) ideology, seen as a strategy for achieving sustainable development. Research results show that with the advent of the "sophisticated" customer segment and reconceptualization of marketing activities, “socially responsible branding” could play a key role in managing relationships with these customers and can be a factor in forming and maintaining their loyalty. This study aims to identify the role of “socially responsible branding” in the different stages of the customer relationship management process. For this purpose, the conceptual nature of the category "socially responsible branding" has been clarified by the proposed author's definition. The evolution in the transition from relationship marketing to customer relationship management has been systematized. On this basis, the role of the “socially responsible branding” in each phase of this process - creation, development, maintenance and, in certain circumstances, termination of the client-company relationship is commented.

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  INTERNATIONAL DEVISION OF LABOR AND MANIFACTURING SPECIALIZATION IN CONTEMPORARY PHOTOVOLTAIC BUSINESS

  One of the fastest-growing high-tech industries using innovative technologies in the key sector of every economy such as energy and photovoltaic business, in particular, provides a basis for tracing the process of resource restructuring leading to transformations in the international division of labour and international manufacturing ... One of the fastest-growing high-tech industries using innovative technologies in the key sector of every economy such as energy and photovoltaic business, in particular, provides a basis for tracing the process of resource restructuring leading to transformations in the international division of labour and international manufacturing specialization, and thus to a change in international trading positions. Based on a retrospective analysis a methodological construction is developed, which provides basis for analysing the factors and monitoring the current process of international division of labour in the field of photovoltaic business. In this regard, its market and non-market incentives are observed with the idea to derive competitive advantages in international trade in photovoltaic systems.

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  METHODOLOGICAL ASPECTS OF FUNCTIONAL ANALYSIS IN THE STRUCTURE OF PUBLIC ADMINISTRATION

  Functional analysis is a tool for improving organizational functioning in the public sector. It is based on analysis in three directions: effectiveness, efficiency and relevance of work processes and functions. A new moment in its implementation is linking the work of the administration with the process of goal setting and implementation of ... Functional analysis is a tool for improving organizational functioning in the public sector. It is based on analysis in three directions: effectiveness, efficiency and relevance of work processes and functions. A new moment in its implementation is linking the work of the administration with the process of goal setting and implementation of policies led by state administration structures. This paper presents some specific concepts that need to be taken into account when performing functional analysis, as well as its relationship to the workflows in the administration, both organizational and customer-oriented. The basic prerequisites for performing quality functional analysis are outlined and a set of iterations of methodological nature for conducting such analysis in real working environment are proposed. The main contribution of this study is the iterative approach presented in four main stages for conducting functional analysis taking into account the specifics of public sector workflows. Reference is made to the follow-up functional analysis of the actions that need to be taken by the administrations in order to have a real effect on improving the performance of the public sector and reducing duplicate functions.