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As shifts occur on the global market and business models adapt to a dynamic environment, the process of business internationalization, as performed by small and medium-sized enterprises (SMEs), maintains its relevance for academics, professionals, international organizations, and authorities. Studies in the field have emphasized the strategic component of internationalization, linking it to cultivating (sustainable) competitive advantages, to stimulating strategic innovation, to the pursuit of profitability, and to an overall improved performance, taking into account the activities conducted on foreign markets. Based on a survey carried out with over 100 European SMEs in the steel field, this study examines the influences of strategic collaborators (from international business networks), intermediaries (as organizational links to the target stakeholders), and strategic innovation on SMEs’ profitability resulted from international operations, and on the level of business development on foreign markets. The results have shown positive influences among most of the considered factors (i.e., direct collaborators, strategic innovation, international profitability and development), whereas intermediaries have a significant influence only on international profitability and not on SMEs’ development on foreign markets.

PurposeThe present study aims to tackle SMEs (small and medium-sized enterprises) managers' awareness of coopetition benefits underpinning the process of knowledge sharing with a view to achieve innovative performance. The scrutiny of coopetition is placed within the context of SMEs strategic networks, which foster a fertile ground for competitive knowledge sharing and direct collaboration among members.Design/methodology/approachIn total, 102 top managers and business owners of European steel SMEs were questioned regarding various issues related to coopetition, knowledge, collaboration and innovative performance strategies. The collected data were analyzed via the technique of partial least squares structural equation modeling (PLS-SEM).FindingsThe obtained values confirm that intense competition in the field stimulates SMEs to become aware of the benefits of coopetition. This awareness directly influences the innovative performance of the SMEs, as well as their interest in competitive knowledge sharing and their willingness to engage in direct collaboration. Direct collaboration catalyzes more intense competitive knowledge sharing at the inter-unit level whereas both direct collaboration and competitive knowledge sharing lead to better innovative performance in the case of the studied steel SMEs.Research limitations/implicationsA key theoretical contribution resides in revealing the influence of manifold factors in the overall equation of innovative performance, integrating competition, coopetition and knowledge sharing as antecedents.Originality/valueThe research advances a phenomenological view on SMEs networks in their strategy to leverage competitive knowledge and enhance system-driven innovation.

This exploratory study is based on a grounded theory research performed with the intention to find new potential explanations for citizen participation to processes related to city innovation through public administration and e-governance initiatives. Considering (1) the huge importance and amount of previous work on innovation, (2) the societal challenges with which we are confronted, most of them requiring multiple, system thinking type of knowledge and an interdisciplinary perspective, as well as (3) the need to transform our cities in better living and working places, one research question was raised: what does it take to make people more involved in the process of innovating a city, other than traditional factors previously investigated? It is a subject at the intersection of several fields and streams of research: public administration, innovative cities in terms of governance and e-government, civic participation and citizen science, researchers’ skills and competencies, inter and transdisciplinary research - a complex array of intertwined challenges. The research objective was to find out if interdisciplinary orientation could be considered among the influence factors that explain citizen participation. The grounded theory method was applied, based on the inductive approach, to generate future hypotheses. The research is exploratory and qualitative; we conducted a semi-structured group interview with 18 researchers, to identify the most important traits of human innovation, followed by a survey with 30 researchers to measure their perceptions towards interdisciplinary research. Researchers were used as an extreme case selection unit for the initial formulation of our research hypothesis, having in mind their double quality – highly educated people and citizens. Our pilot study findings indicate that interdisciplinary orientation could be a significant explanatory factor for citizen participation, but further quantitative testing is necessary.

The issue of self-assessed health (SAH) has been discussed within the scope of multiple interdisciplinary and transdisciplinary studies, gathering the attention and interest of scholars from various fields of study. Emerged at the confluence of subjective and objective measurements, the construct has triggered controversies and debates on its relevance and reliability, yet it is employed in many analyses as a pertinent reference point for individuals’ perceptions regarding their health status or wellbeing. Starting from these considerations, the current study aims to move the discussion further, by placing SAH in a broader argumentative perspective, as a multivalent process dependent on a myriad of individual, social, environmental, digital, etc. factors apposite to complex social systems. Therefore, the specific contribution intended via this approach is the advancement of a preliminary outlook on SAH within the social systems framework with a special emphasis on synergy and syntony. Against the backdrop of a conceptual undertaking, several factors are brought forward – i.e., environmental factors such as housing, neighborhood, residence and social (interactional) factors such as digital exposure, face-to-face communication, and social trust – hewing the path for future in-depth investigations on the topic.

Purpose In the context of resource scarcity, the affiliation of small and medium-sized enterprises (SMEs) to strategic networks has emerged as a fruitful path towards knowledge sharing as a reaction to fierce competition and with a view to enhance their innovative performance. In this framework, this paper aims to investigate the influence exerted by a specific relational design (i.e. types of strategic networks) and methodology (i.e. channels and content) of knowledge sharing on SMEs innovative performance. Design/methodology/approach A questionnaire-based survey with 102 top managers of European SMEs in the industrial field was conducted from June to August 2019 and a partial least squares structural equation modelling technique was used. The database was initially filtered to ensure the adequacy of the sample and data was analysed using the statistics software package SmartPLS 3.0. Findings The results concluded that the structural model explains 38.5% of the variance in SMEs innovative performance, indicating the positive effects exerted by offline and online and by competitive knowledge sharing on the dependent variable. Research implications The study has both theoretical and practical implications in that it sets out a reference point for the key performance indicators for strategic networks structure, formation and development and, implicitly, for the selection of the most efficient relational design and methodology. Originality/value The pivotal originality elements reside in the advancement of a more comprehensive conceptual and structural model combining a two-fold operationalization of SMEs strategic networks (founded on business abilities or on the personality of the partner) and in the investigation of knowledge transfer processes at the inter-organizational levels within a context-centric approach.

Purpose This paper aims to categorise the approaches to knowledge management (KM) by companies. In the literature, there is no consensus on a universal or “best” approach to KM. Especially, this paper singles out and discusses the variegated features that characterise the implementation of KM by small- and medium-sized enterprises (SMEs) having different characteristics. Design/methodology/approach A cluster analysis was used to detect the possible distinct traits of companies that have different approaches to KM. The unit of analysis is represented by small- and medium-sized knowledge intensive business services (KIBS) firms. Data were collected by means of an extensive survey of 223 companies in different European countries and sectors. Findings Three clusters were identified: Companies showing a relative “unconscious” attention to KM and implementing KM practices without particular awareness; Companies adopting a more conscious approach and using a significant number of KM practices; and companies with a marginal propensity towards KM. Research limitations/implications This study considers only KIBS, and future research should include other economic sectors. In addition, a convenience sample was used. Practical implications This paper improves awareness of managers of small companies concerning different KM approaches that can be adopted. It highlights that a conscious adoption of a KM strategy involves the introduction of a set of consistent practices. Originality/value The topic of KM approaches by small companies is still underdeveloped in the literature. Also, the paper proposes a multi-contextual investigation that makes it possible to highlight the transversality of KM approaches across different countries or sectors.

The current study aims to explore the mediating role of knowledge-sharing between international informal business networks and organizational performance. Emphasis is laid on a context-driven perspective, namely the internationalization of small- and medium-sized enterprises (SMEs) in Central and East Europe (CEE). To that end, an online questionnaire-based survey was conducted with 111 managers of CEE SMEs operating in different trade branches. The findings have shown that 46.6% of the variance in organizational performance is explained by the proposed model while 38.9% of the variance in the knowledge sharing process is explained by the affiliation of CEE SMEs to international informal business networks. The results have both theoretical and practical implications, supporting the imperative to further study the phenomena apposite to CEE region as a compelling research laboratory for multidimensional organizational idiosyncrasies.

This paper is a comparative study on the findings regarding the connection between a person’s energy profile and that person’s professional performance. As the performance predictors that are used within Human Resource Management may provide a company with important information regarding the future performance of an employee, it is of great importance that these performance predictors be kept up-to-date, both in what regards the precision of each predictor, and by including new performance predictors to the present array of HR predictors should such new predictors be found. This paper is an empirical examination of two such predictors, stress and energy, and argues that, based on the available empirical material, it seems to be possible to expand the present selection of HR predictors with these two predictors as well. This study is based on the ontological framework set forth by academics such as Einstein, Hawking, Tiller, Hunt, Motoyama, regarding the possibility of assessing the human being based on their energy profile. The part concerning Human Resource Management is based on the scientific framework put forth by Hunter & Hunter. Their study shows the validity of the vast majority of the performance predictors used within Human Resource Management, and discusses their practical validity. Then, there is the trans-disciplinary approach, where it is shown based on the empirical studies conducted by Torp et al. if, and how, the present array of performance indicators that are used in the field of Human Resource Management may be improved. Here, different and complementary scientific studies are included to document that the proposed Human Resource Management performance predictor is in reality more than just a predictor, it is an assessment tool that can both predict, and at the same time help quantify a series of the most modern initiatives within Human Resource Management, such as integrating sport, mindfulness, diet, etc. in the workday in order to improve performance.

ICT’s and social media dramatically reshape the way citizens communicate and get involved into the civic life of a city and country. As a consequence of these developments, we would expect people to be more engaged citizens, active participants in both their online and offline communities. However, two questions arise: do people actually become more civic minded due to the digital evolution? Does social involvement in online virtual communities translate into real life actions? Answering these questions is the aim of the present study, which intends to analyze if there is a divide in terms of social civic behavior on two axes – attitude towards civic engagement and stated civic participation, online and offline behavior. We used survey as main research method in order to answer our research questions, and the study is a descriptive one. The investigated population consisted of a purposive sample of internet users from cities with possible different degrees of civic attitude (measured through a classical Civic Engagement Scale).

Purpose The purpose of this paper is to explore the influence of five dimensions of similarity (i.e. condition similarity, context similarity, catalyst similarity, consequence similarity and connection similarity) on Facebook social networks development. Design/methodology/approach A questionnaire-based survey was conducted with 245 Romanian college students. SmartPLS 3 statistical software for partial least squares structural equation modeling was chosen as the most adequate technique for the assessment of models with both composites and reflective constructs. Findings More than 52 percent of the variance in social network development was explained by the advanced similarity model. Each dimension had a positive effect on Facebook social networks development, the highest influences being exerted by condition similarity, context similarity and consequence similarity. Research limitations/implications The current approach is substantively based on the homophily paradigm in explaining social network development. Future research would benefit from comparing and contrasting complementary theories (e.g. the rational self-interest paradigm, the social exchange or dependency theories) with the current findings. Also, the research is tributary to a convenience-based sample of Romanian college students which limits the generalization of the results to other cultural contexts and, thus, invites further research initiatives to test the model in different settings. Social implications Similarity attributes and mechanisms consistently determine the dynamics of online social networks, a fact which should be investigated in depth in terms of the impact of new technologies among young people. Originality/value This study is among the first research initiatives to approach similarity structures and processes within an integrative framework and to conduct the empirical analysis beyond US-centric samples.

Placing online academic networks in the framework of social, cultural and institutional “deterritorialization,” the current paper aims at investigating the functionality of these new forms of transnational and trans-organizational aggregations as knowledge brokers. The emphasis is laid on the influence of human collective intelligence and consistent knowledge flows on research innovation, considering the role of organizational support within higher education systems. In this respect, the research relied on a questionnaire-based survey with 140 academics from European emerging countries, the data collected being processed via a partial least squares structural equation modelling technique. Evidence was brought that, as knowledge brokers, online academic networks are systems aimed to support the access to human collective intelligence and consistent knowledge flows which exert a positive influence on research innovation, both directly and indirectly, by means of formal and informal organizational support. As facilitators of collaborative environments for individuals with specialized knowledge, competence, expertise and experience, online academic networks have set themselves up as an agora for academics worldwide and as an outlet for their acumen and literacy.

Addressing the debated topic of credibility in online sales, the present study analyses buyer's perspective. The study develops from the literature to test and refine a multi-dimensional measurement of e-shops credibility. Consumer's criteria for assessing e-shops credibility are empirically examined with 817 Romanian student participants. Detailed approach and methodology, as well as the results obtained, research conclusions, limitations, and implications, are presented. The study advances an instrument which reveals new dimensions of establishing credibility although most aspects were found to be similar to results previously presented in other studies. The proposed instrument offers a new multidimensional measurement and knowledge resources for business committed to using Internet advantages, and it might be viewed as a strategic tool which enables e-shops owners to strengthen their market presence, e-sales and customer base through an adequate management of the knowledge regarding online credibility.

Purpose The purpose of the present study is intended to fill a research gap, by advancing a conceptual model which brings novel insights on the relationships between socially responsible consumption and consumer’s need for uniqueness. Design/methodology/approach Relying on a questionnaire-based survey for data collection, the proposed model was tested using the partial least squares (PLS) algorithm for structural equation modeling (SEM), which allows the assessment of the models containing both formative and reflective constructs. Findings The research found that 73.7 per cent of the variance in the consumer’s belief in the importance of personal power to make a difference through socially responsible choices is explained by the proposed model. Moreover, four of the five factors of socially responsible consumption fully mediate the positive effect of the consumer’s need for uniqueness on the importance attached to personal socially responsible choices in driving positive change. Research limitations/implications The study avails a phenomenological perspective by offering novel insights from a Romanian sample. The limitation associated with a country-centric vision is compensated through the contextual analysis and integration of a new point of reference in the overall framework of socially responsible consumption. Practical implications The evidence is indicative of new consumption insights and should be closely considered by companies. Originality/value The study draws upon a conceptual model integrating the relationships between socially responsible consumption and a psychological characteristic – the consumer’s need for uniqueness – which has been never tested as such before.

The article aims to analyze the importance of reinforcing the relational capital of the small- and medium-sized enterprises (SMEs) in the context of a globalized market. It elaborates on the influences of competitiveness on online versus offline business networking with a view to achieve effectiveness in the European steel pipe SMEs internationalization process. The results indicate that internationalization effectiveness is indirectly influenced by competitiveness, with online and offline networking mediating the relationship between the two variables.

Purpose Emerged from a theoretical contradiction, the purpose of this paper is to investigate whether perceptions and behaviors toward new brands depend on the priority assigned to promote the company’s intentions (warmth) vs its abilities (competence). Design/methodology/approach The research uses a two-level single factor experiment to test the effects of launch communication strategy (warmth-competence vs competence-warmth) on people’s perceptions and behavioral intents, and applies partial least squares structural equation modeling to explore the collected data. Findings Results offer valuable insights into the usage of communication strategy with a view to favor brand perception, referrals, and sales, laying stress on the underlying mechanisms. Research finds that warmth-competence communication strategy has a higher positive influence on brand perception than the reversed strategy. Revealing people’s proneness to promote the new companies perceived as warm and competent, results indicate that perception of warmth mediates word-of-mouth propensity. Research limitations/implications The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and WOM propensity (supportive or denigrating), the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions. Practical implications From a managerial perspective, findings offer practical hints about how to use launch communication to improve brand perception and consumer supportive behaviors. Originality/value The present study brings novel insights for corporate communication, showing that people’s propensity to advocate on behalf of new brands is driven by the perception of company’s warmth. Explaining connections between communication strategy, brand perception, and word-of-mouth propensity, the current study adds contributions to the previous findings on warmth and competence stereotypes applied to consumer-brand interactions.

The article presents the results of an empirical study investigating the relationships between trust in the employer, the subjective value attained in the negotiation of the employment contract, job satisfaction and employee willingness to (re)negotiate in order to maintain long-term employment relationship. The study develops a research model, based on the existing literature, and uses the partial least-squares technique, and data collected from 373 information technology professionals, to test it. The results indicate the positive effect of the employee's trust in the employer on job satisfaction and willingness to (re)negotiate. Furthermore, the subjective value perceived by the employee in the employment contract negotiation has an increased positive influence on both employee satisfaction and employee willingness to use (re)negotiation to overcome potential issues and maintain the employment relationship long term. Overall, the results of the study bring evidence about the importance of trust and the subjective value in attaining sustainable employment relationships, and therefore sustainable human resource management (HRM). The results provide valuable insights for managers committed to the development of their organizations by promoting sustainable employment relationships. The study offers to firms a ready-to-use model for promoting sustainable employment relationships in organizations operating in knowledge-intensive sectors, such as information technology (IT).

The current study explores users' various motivations to participate in the sharing economy, taking into consideration both extrinsic and intrinsic drivers and monetary and nonmonetary benefits. The conceptual and structural model mainstreams a motivational continuum starting from profit making and moving to sustainable development; it also includes factors such as social, environmental, economic, and instrumental benefits. In order to test the relative importance of these motivations and thus their specific influences on user participation and level of profit making, a questionnaire‐based survey was conducted with 1,004 Italian participants in the sharing market. The findings confirmed that sustainable development, socializing, knowledge, and economic incentives are significant influences on the degree of user participation and on the derived profits, whereas motivations related to product availability and practicality proved not to be meaningful in the studied context.

Nowadays, scholars have become interested in the ways new media influence young people, but its influence on middle-aged people have not been thoroughly examined. This age category is often ignored as most of the online activities are performed by young persons. New media gathers a wide range of phenomena which may become concepts of the network society through their diversity, knowledge and novelty. Interactivity is the most important characteristic, turning the user into a content creator, not just into a receiver. Moreover, what was once considered to be a personal state of mind tends to become a part of the public domain. Starting from these premises, the article advances the idea that the Internet can be beneficial not just for teenagers, but also for the middle-aged group oriented towards keeping in touch with relatives and friends and towards finding online useful information. At this level, the present paper aims to discover directions given by network society in the lives of middle-aged people. To this end, the research relies on an interview-based survey which addresses the way people may adapt to communication technology and to its particularities, exploring advantages or discovering potential drawbacks.

Recent research and guidance provided by regulatory authorities address the growing concerns on the control of chemicals used in consumer products. In this context, this study responds to literature alerts emphasizing the need for promoting risk reduction by decreasing the use of damaging chemicals and raising public awareness on this issue. It focuses on East-Central Europe and investigates whether consumers are worried about the impact on health of chemicals, and whether they think there is enough information available in this sense. The study uses logistic regression in order to analyze the secondary data from Special Eurobarometer No. 416 (part of Eurobarometer Wave EB 81.3, European Commission, 2014), namely 27,998 interviews collected in all 28 EU countries, of which 11,460 are from East-Central Europe. The research reveals a profile of East-Central Europeans, who consider that they lack information on the topic, and identifies the most effective way of reaching these people according to their perceptions and habits. Reporting results on a representative sample in East-Central Europe, the study indicates the channels, sources of information, and trusted institutions in order to support a campaign for raising public awareness on the health impact of chemicals used in consumer products.

This chapter presents the results of a qualitative study on the sharing economy themes such as: peer-to-peer accommodation, transportation, item-sharing and crowdfunding. The study is based on in-depth interviews conducted with 63 participants from two of Romania’s four largest university cities. The results depict country’s specifics and indicate the main reasons which motivate or impede Romanians’ participation as consumers and providers in each of the four areas. Finding a considerable level of reluctance to item-sharing, positive attitudes towards crowdfunding and an increased demand in accommodation and transportation domains (coupled with scarce internal offers), the chapter indicates the most promising domains of the sharing economy development in Romania, and highlights contextual factors related to the post-communist specificity. Offering valuable insights for researchers and entrepreneurs, this section has the merit of introducing the first report regarding the perspectives on the sharing economy development in Romania, and it is, to date, one of the few academic works offering on-topic insights from Eastern-Europe.

Our interdisciplinary research examines consumer perceptions and behavioral tendencies generated by these perceptions. The study is placed in the context of online networking and it uses marketing, branding and psychology literature, especially the theory of warmth and competence from social cognition and Aaker et al.'s research results about firm stereotyping: 'for-profits' as high in competence vs. 'non-profits' as high in warmth. We used an experimental approach to investigate ways to attain the 'golden quadrant of consumer perceptions' (high warmth and high competence) that would jointly drive sales and brand advocacy in social networking sites. Offering a ready-to-use hint for companies, our results suggest people's proneness to support new market-comers and start-ups combining for-profit with social entrepreneurship. The effects of corporate communications on online user's perceptions are discussed.

Recent decades have strongly commanded in the public conscience the importance of considering the ethical dimension in organizations. Business ethics exceeds the ordinary compliance with the law or the choice between right and wrong. There are situations when actions are clearly right or wrong and the decision about what should be done is relatively simple, but often managers have to distinguish between shades of gray and the decision is enforced by different degrees of righteousness. Moreover, when fulfilling ethical responsibilities, businesses should consider simultaneously the economic and competitiveness pressures. Starting from these premise, the present study intends to investigate the standpoints of managers in the Romanian business consulting firms about the double rationality of their endeavors: profit versus ethics. Accordingly, twenty-two semi-structured interviews were conducted to assess the ethical dilemma. As most of the answers underline, there is a myriad of ethical issues posed by the business consultancy, especially when big contracts are scarce and the competition for clients is high.

Nowadays, scholars have become interested in the ways new media influence young people, but its influence on middle-aged people have not been thoroughly examined. This age category is often ignored as most of the online activities are performed by young persons. New media gathers a wide range of phenomena which may become concepts of the network society through their diversity, knowledge and novelty. Interactivity is the most important characteristic, turning the user into a content creator, not just into a receiver. Moreover, what was once considered to be a personal state of mind tends to become a part of the public domain. Starting from these premises, the article advances the idea that the Internet can be beneficial not just for teenagers, but also for the middleaged group oriented towards keeping in touch with relatives and friends and towards finding online useful information. At this level, the present paper aims to discover directions given by network society in the lives of middle-aged people. To this end, the research relies on an interview-based survey which addresses the way people may adapt to communication technology and to its particularities, exploring advantages or discovering potential drawbacks., http://www.edusoft.ro/brain/index.php/brain/article/view/621/681

Despite of the fact that word-of-mouth phenomenon gained unseen dimensions, only few studies have focused on its measurement and only three of them developed a word-of-mouth construct. Our study develops a bi-dimensional scale which assigns usual word-of-mouth mechanisms available in online networking sites (eg: Recommend, Share, Like, Comment) into the WOM (+) - positive word-of-mouth valence dimension - respectively into the WOM (-) - negative word-of-mouth valence dimension. We adapted e-WOM construct developed by Goyette et al. (2010), and we obtained a word-of-mouth propensity scale, whose items include the usual online mechanisms. Our scale measures word-of-mouth propensity on 6 items grouped in 2 dimensions: positive word-of-mouth (index: Recommend, Share, Like) and negative word-of-mouth (index: negative Comment, Share negative comment, Like negative comment). Scale was tested along two studies, a German sampled one and a Romanian sampled other, highlighting adaptations to cultural specifics. High reliability was found in both studies. Providing an instrument that would easily work as a common denominator between theory and practice, present paper contributes to the dissemination of research findings into the business and managerial area.

This paper investigates what Economics of Long Tail is bringing to branding. Economics of Long Tale literature highlights new Web 2.0 business models that enables a greater degree in satisfying exactly what motivates consumers most: being treated as individuals not as masses; access to an increased offer variety including custom products; lower prices. Our paper finds out that brand leadership and corporate branding provides the appropriate business philosophy for facing the challenges of the Long Tail. They just have to upgrade themselves with Web 2.0 tools for organizing the day by day cooperation with users. The consequence will be a great pot of customers becoming one of the company's resources directed to deliver the promised brand value following the long-tail rule. Beside users' driven brand sindicalization directed to change perceptions, reinforce attitudes, and create loyalty, the major consequence will be a deep integration of brand's users in the brand nurturing culture. The brand value will go beyond the usual jargon and customers will be able not only to embrace the brand experience but to actually build it, to be a part of it. Our statement that brand leadership and corporate branding provides the appropriate business philosophy for coming years is supported by at least four of today's most innovative and successful brands, that leveraged the Long Tail as part of their businesses: Amazon, Google, Facebook and Apple.

Food consumption patterns are rapidly changing nowadays as a result of environmental issues, concern about the nutritional value of food and health issues. Issues such as quality and safety in food attract consumer interest in organic food that is free from pesticides and chemical residues (Childs and Polyzees, 1997; Zotos et al., 1999; Baltas, 2001; Fotopoulos and Krystallis, 2002). This study is attempted to gain knowledge about organic food consumer demographic characteristics and purchase behaviour of organic food in Romania. The research method used was online survey. A structured questionnaire was used which employed with true-false questions, multiple-choice questions and Likert scale questions. A convenience sample was used for this research.

This study proposes to explore the valued aspects for persons who buy dietary supplemnets and whether pharmacists recommendation influence the buying decision and in what measure. The study is based on a initial qualitative research, followed by a quantitative research, both on pharmacists and consumers from the city of Iasi. The results differ to an extent from the findings in West European studies. Pharmacists recommendation is of subjective nature, influenced by the relation they have with the over-the-counter (OTC) producing company representative and by the trust they place in a brand or anither. From the viw of the customers, pharmacists recommendation has certain power in taking the decision to buy but it is not the most important aspect nor the only one taken into consideration. The reasearch identifies 6 important aspects for the customers when they buy OTC products and 4 aspects that the pahramacists take into account when recommending a producer od dietary supplements to the pacients.

The brand leadership as a best practice used by IBM, Sony, P&G, GAP, Nestlé, Smirnoff, Beiersdorf (Nivea) and others was highlighted 10 years ago by professors D.A. Aaker and E. Joachimsthaler who published in 2000 the famous book Brand Leadership. In the last two years, the growing importance of brand’s human interface and increased influence of information sources such as Internet and socialmedia in buying decision led to the proliferation of the brand’s touch points and the emergence of social marketing. Marketing is experiencing a profound paradigm shift, because marketers can not control anymore the conversation with consumers through commissionable media. The paper outlines the importance of brand leadership in the context of changes made by social media. Overcoming the traditional vision of marketing and management and adopting brand leadership become an imperativefor business success in the contemporary economy.