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  • Author: Mihaela Bucatariu x
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The coin of morality

Abstract

Looking for an idealization of the business environment, we notice that private businesses which have set ethic goals in business achieved a much higher profit growth rate than similar businesses that have not set business ethic codes. Of course, entrepreneurs decide their own interests and do not consider that the action of social responsibility has to be mechanical. In fact, if we consider a free-market capitalist system, the entrepreneur should have an ethical behavior in business or to choose a moral voluntary attitude. The present paper is looking to see if, in a material, rational and a no-matter-what profit oriented attitude world, a moral capitalism is possible to exist. By the more significant phenomena of globalization, entrepreneurs can be considered selfish people, performing immoral actions, with a predisposition of owning everything, without thinking at the old ideals. Nowadays, the entrepreneurs act only in the direction of getting the profit and very few of them have a moral motivation. The man in the modern capitalist world is looking only for his own interest in order to satisfy his desires and aspirations at a level as high as possible. A normal and natural thing, in fact. Therefore, no matter the role of the entrepreneur, there is the possibility to create cultural ways to solve ethical and social problems, and also methods that make moral capitalism principles to be functional, and, thus, a convergence between the free market and entrepreneurial ethics to be possible.

Open access
Consumer behaviour towards new products

Abstract

The main purpose of this paper is to find a structure of consumer behaviour, especially regarding the preference for the newly-released products from the market. We intend to study the impact of the new, innovative products compared to the traditional ones. Empirical research is based on the selling mix of a company in Romania and Austria. The analysis of this case will be done with the support of an econometric model of simple regression. This research confirms the validation of the structure and the attitude of the consumers towards the new products, launched by that company. By applying this linear model, it is possible to identify the percentage of the increase or decrease in consumption of new products. The need of carrying out this study regarding the impact of the consumption of new products is to create a profile and to find the causes that influence their acquisition. The originality of this paper lays in studying some aspects of influence over the consumption of new products from McDonald’s in Romania and Austria. Where does McDonald’s stand regarding the digitalization? It is not enough to sell new products; it is also necessary to bring innovation in the organization. Nowadays consumers are more present in the online environment and retailers are adapting at a fast pace to their needs of direct communication and transparency. How does a company that faces Slow Food and Bio era, deal with consumers who are more preoccupied with the nutritive values of the nourishment act? Platforms for real-time communication with clients such as “Our food. Your question” redefined the term of transparency and helped McDonald’s stop bad rumors. The results of the research will show us if there really is transformation in behaviour towards traditional products and in what degree consumers are influenced by innovation.

Open access