<abstract><title style='display:none'>Abstract</title>The scientific problem analysed in the article focuses on identifying the differences in the marketing communication process in a framework of business-to-consumer and business-to-business markets. The results show that although it may seem that the process itself is the same in both situations, however, it has many differences as well as many aspects in common.</abstract>

Principle Differences between B2B and B2C Marketing Communication Processes

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<title style='display:none'>Abstract</title>
The work that an individual engages in shapes and fulfils human dignity by providing for one’s need and that of his/her family as it allows an individual to contribute his/her own quota to the progress of a business venture, enterprise, or organization either personal or otherwise, and to appreciate the usefulness of such contributions. The respect for, protection of, and promotion of the dignity of the individual in the workplace should therefore be the ultimate aim that individual and organizations must strive for as this will help in creating Nigerian workplaces that are dignified, and when there are dignified workplaces, the society becomes more and more productive, as they continue to experience success, growth, progress, and development.
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Dignity of Labour as the Bedrock of a Productive Society: Perspectives from the Nigerian Experience

<abstract><title style='display:none'>Abstract</title>Due to the relevance of stockouts in the retail sector together with their significantly negative effect both on retail and the whole supply chain, this paper offers a theoretical review of the stockout definition, rates, its main causes and consequences.</abstract>

A Theoretical Overview of the Stockout Problem in Retail: from Causes to Consequences

<abstract><title style='display:none'>Abstract</title>The paper analyses the sensory marketing of the sense of smell, its dimensions and usage in marketing decisions. By invoking the scent marketing decisions, one aims at attracting the consumer attention, to keep him/ her at a point of sale as long as possible, to affect the behaviour and encourage an impulsive process of buying decision making. The theoretical study was performed by analysing the insights of Lithuanian and foreign authors on the purpose of elaborating the coherence between the ambient scent at the point of sale and the consumer impulse buying behaviour. It was revealed during the study that the ambient scent at a point of sale can be assessed as a stimulus which invokes the consumer’s impulsive buying behaviour. The logic of the prepared conceptual model is related to S-O-R paradigm: the environmental stimulus (ambient scent at a point of sale) affects the human organism (consumer internal response) and causes reaction (consumer impulsive buying behaviour).</abstract>

Exploring the Effect of Ambient Scent on Consumer Impulsive Buying Behaviour: Theoretical Insights

<abstract><title style='display:none'>Abstract</title> The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.</abstract>

The Influence of Color Perception on Marketing Decisions

<abstract><title style='display:none'>Abstract</title>Whereas the application of social media marketing has been trending in business, the theoretical research that analyses the phenomenon of social media marketing is to some extent lagging behind. In practice, social media marketing is often viewed as a customer relationship management (CRM) tool or technique and not as a capability. This paper builds on the theories of the resourced-based view (RBV) and dynamic capabilities to explore the concept of social media marketing capability. The aim of this paper is to redefine the phenomenon of social media marketing capability and to contribute to the existing literature. In addition, it urges firms to look into social media marketing not only as a tool or technique, but also as an organizational capability.</abstract>

Social Media Marketing – from Tool to Capability

<abstract><title style='display:none'>Abstract</title>
In order to attract more medical tourists to Lithuania and to provide them with more value, it is necessary to update the current medical tourism value proposition presented in 2012. Thus, the aim of the study is to identify potential elements of the value of inbound medical tourism and to provide guidelines for the development of the value proposition for medical tourism in Lithuania. The research presents the results of secondary data analysis, the results of content analysis of thes medical tourist’s feedback, and the results of semi-structured interviews with medical tourism experts. Based on the results, the article provides insights what changes could be meaningful in renewing the value proposition of inbound medical tourism in Lithuania, highlighting the importance of renewing the priority of target audience.
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Guidelines for the Formation of the Value Proposition of Inbound Medical Tourism: The Case of Lithuania

<abstract><title style='display:none'>Abstract</title>
This study investigated the impact of treasury management practices on financial performance of the banking sector in Nigeria. Treasury management has become a crucial component of the financial performance and sustainable growth of banks. Consequently, difficulties with treasury management practices have an immediate impact on the banking industry and financial system as a whole, which can have an indirect effect on the economic growth and development of the nation. The study used secondary data extracted from annual reports of quoted deposit money banks (DMBs) in Nigeria. Panel data analysis was utilized. Descriptive statistics, correlation matrix and ordinary least square (OLS) were employed. The explanatory variables were bank deposit liabilities and earning assets whereas return on assets (ROA) and return on equity (ROE) were used as proxies for bank financial performance. The DMBs’ data was evaluated using appropriate statistical methods. According to the findings of the study treasury management practices influence the financial performance and sustainability of Nigerian DMBs. Given the highly competitive nature of the industry and the demands for financial performance, the study concluded that there is a need for a strong, effective and efficient treasury management strategy that will maximise returns, increase the value of the company’s shares and maximise shareholder wealth.
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Treasury Management Practices, Financial Performance and Sustainability in Banking Sector

<abstract><title style='display:none'>Abstract</title>
This paper examines the effectiveness of the pilot emotional intelligence programme with individual coaching interventions in enhancing the psychological capital, creative self-efficacy, well-being, and life satisfaction of entrepreneurship students. The study, involving 16 students from an entrepreneurship academy, shows that these interventions have a positive impact on these psychological aspects, both immediately after the sessions and in the long term. The results indicate a strong interconnection between psychological capital and its components and well-being, and to a lesser extent, with creative self-efficacy.
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Exploring Effects of Interventions on Aspiring Entrepreneurs’ Psychological Capital, Creative Self-Efficacy, and Well-Being

<abstract><title style='display:none'>Abstract</title>
The aim of this paper is to present a literature review on motivational factors from the perspective of Lithuanian Armed Forces personnel. Based on the SCARF model, scientific sources, public information on the structure and activities of the Lithuanian Armed Forces, the paper discusses the effectiveness of the employee motivation system and analyses the factors that can enhance or reduce motivation of the Lithuanian Armed Forces personnel. It highlights important motivational factors such as rewards, career opportunities, leadership style, teamwork culture, hierarchy, and other organisational measures. Based on the literature review and the SCARF motivational framework, the paper provides recommendations for improving the motivation system of the Lithuanian Armed Forces.
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Motivational Factors for the Lithuanian Armed Forces Personnel

<abstract><title style='display:none'>Abstract</title>
Audit fee serves not only as a compensation for external audit firms to ensure the accuracy and reliability of a company’s financial statements, but it also plays a role in the financial market, by simultaneously reflecting the accounting quality and overall standing of the auditee. This exploratory study aims to identify the factors determining the audit fees of Central and Eastern European companies taking into account periods before and during COVID-19 pandemic. Our findings indicate an upward trend in audit fees for CEE companies during COVID-19, with total assets of auditee and affiliation with Big Four auditors being positive determinants in both periods.
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Audit Fee Determinants in CEE Companies Before and During COVID-19

<abstract><title style='display:none'>Abstract</title>
Direct marketing and personal selling tools are the tools most used by medical representatives in their daily work. The aim of the study is therefore to assess the direct marketing and personal selling tools used by medical representatives and to provide recommendations for their effective use. The research includes results from a questionnaire survey of healthcare professionals and semi-structured interviews with medical representatives. Based on the findings, the article provides insights into what changes might be useful in the use of direct marketing and personal selling tools.
</abstract>

Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

<abstract><title style='display:none'>Abstract</title>This study aims to analyse the personal entrepreneurship competencies of students participating in experiential entrepreneurship program. In the theory part, the paper analyses the recent studies done in the entrepreneurship competencies field and discusses the experiential entrepreneurship concept. Research focuses on finding out the level of personal entrepreneurial competencies of participants of experiential entrepreneurship education, also analysing the demographic profile of the respondents, comparing it with the current job status and their entrepreneurial intentions.</abstract>

Personal Entrepreneurial Competencies of Participants in Experiential Entrepreneurship Education

<abstract><title style='display:none'>Abstract</title>The article defines the theoretical features of the concept of the attitude phenomenon, the theoretical aspects of attitude formation, and discusses the factors forming the attitude and their connections with behaviour and health behaviour. The theoretical model of formation of attitude towards health behaviour is modelled by analysing the phenomenon of attitude and analysing the factors forming the attitude, using analysis of scientific literature.</abstract>

The Theoretical Aspects of Attitude Formation Factors and Their Impact on Health Behaviour

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Management of Organizations: Systematic Research

Organizacijų vadyba: sisteminiai tyrimai

 The scientific issue “Management of Organizations: Systematic Research” was founded by Vytautas Magnus University in 1995. It publishes management and other scientific systematic...

 The scientific issue “Management of Organizations: Systematic Research” was founded by Vytautas Magnus University in 1995. It publishes...