Yearbook

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  STUDY OF THE APPLICATIONS OF THE MARKETING MIX IN THE CULTURAL SECTOR IN BULGARIA

  The management of cultural activities is an important issue in the increasingly rapidly developing cultural and creative sector. Part of the management of these activities is the application of relevant marketing concepts in the planning and organization of cultural events. In this regard, the goal of the current paper is to derive a marketing mix ... The management of cultural activities is an important issue in the increasingly rapidly developing cultural and creative sector. Part of the management of these activities is the application of relevant marketing concepts in the planning and organization of cultural events. In this regard, the goal of the current paper is to derive a marketing mix for the cultural sector and to research its application in the conduct of cultural events. The paper offers a theoretical analysis of various concepts and models for the marketing mix concept and the authors propose an adapted model of the mix, applicable to the cultural sector. The model has been tested using a specially developed methodology. Data have been collected and analysed for each of the elements of the proposed marketing mix and their constituent variables. The research was conducted for four consecutive years. Based on the results, guidelines have been presented for the planning and application of the elements of the marketing mix in the realization of a cultural event.

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  TRANSFORMATION TO AGILE PROJECT MANAGEMENT – CHALLENGES FOR THE IT INDUSTRY

  The purpose of the paper is to analyze and critically evaluate the challenges facing the organizational migration from traditional to agile project management and to propose an organizational framework with conditions for a more successful transformation to Agile in the IT sector. The research thesis states that migrating from traditional to agile ... The purpose of the paper is to analyze and critically evaluate the challenges facing the organizational migration from traditional to agile project management and to propose an organizational framework with conditions for a more successful transformation to Agile in the IT sector. The research thesis states that migrating from traditional to agile project management is a complex organizational innovation that may face multiple barriers and challenges. Overcoming these barriers requires creating appropriate conditions that are relevant to the identified weaknesses and at the same time enforced not in a bureaucratic but flexible way. The tasks of the study are: 1) Clarifying the evolution in project management and key factors and challenges in the transformation from traditional to agile project management; 2) Empirical study of the critical factors for a successful transformation towards agile project management; 3) Formulation of proposals for the necessary conditions and organizational inter-ventions to support the process of migrating to the agile approach. An empirical study was conducted and the factors and challenges in the process of moving to Agile were investigated among respondents from different companies (n=98). On the basis of the findings, key conditions for organizational interventions to be followed to implement an efficient migration to an Agile have been identified.