Munich Personal RePEc Archive

Process of the European integration effects on the marketing activity

Grigorescu, Adriana (2006): Process of the European integration effects on the marketing activity. Published in: Volume ISBN-10 973-594-785-4; ISBN-13 978-973-594-785-9 (2006): pp. 422-430.

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Abstract

The Union was constituted and functioned based on the principle of unification of the norms with a view to generating a superior level of the standard of living of its citizens. It follows the same desideratum but this time by grouping a continually increasing quantity of resources (natural, human, financial etc.), to the detriment of quality, we could say. After ’90 the enlargement was more powerful than before this seems to change the mechanisms of new members inclusion. I our perception the inclusion process was replace with a “communicating recipients” process. In this context it was talked about the effects that the integration of Romania into the European Union will generate at the level of the trading companies, which will materialize into a series of mutations concerning their marketing and management. The first question is “Why?” the Romanian companies have to approach and implement the principles of top management, learning from the experience of the West-European countries. This question would be even more pertinent for the joint or foreign companies developed in Romania. These companies have brought their own know-how, developed in their countries of origin, many of them members of the European Union (some even founding members), and so it is normal to ask the question: “What is the logic of the appearing of these mutations and of the need for changes in the management processes?”, “Why do the management principles, methods and techniques have to be revised?”. The shortest reply is “Due to the mutation inside the EU”.

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