VOLUME XI (2023)

The objective of this study is to focus on analysing Amazon's current marketing situation while taking into account its recent results, as well as gathering information on the company and market's current situations, and finally proposing an optimal marketing strategy in accordance with the company's further documents and recommendations. The goal of this analytical and interpretive case study is to figure out what marketing techniques are required for success in a world where the pandemic is expanding, and corporations are failing. Furthermore, the aim of this research is also to discuss generic marketing plans and tactics that other corporations might adopt. The main objectives of our research are to provide possible benefit to both the scientific and business sectors, and to develop a market strategy that will be effective in the future. By examining marketing techniques for Amazon profitability, this qualitative study may contribute significant knowledge on how executives might apply good business practices. Small business executives may also be able to use the information gained from the research findings to enhance business operations, as well as uncover and assess elements that encourage innovative approaches to increase sales, efficiency, and market share. Executives may be able to use the data produced from the data instrument to discover client demands, assess market trends, and predict marketing and product plans for their businesses based on the responses obtained from the data instrument.

• Citation: Amiri, S., Vida, V. (2023). Analysis of marketing strategic issues at Amazon. SEA - Practical Application of Science, Year (volume) XI, Issue (31), 3-13.
• Published on: 30th March, 2023
• Keywords: marketing strategy; IFE matrix; EFE matrix; IE matrix; CPM matrix; SWOT and TOWS matrix
• Pages: 3-13
• Received: 11th March, 2023
• Final revision and acceptance: 29th March, 2023

Globalization is in no doubt influencing companies pricing choices and price determination, as a result influencing the supply chain, increasing changes and issues in global economy, proposing a need for comprehensive analysis in order to better understand inflation dynamics and sort a worldwide commonality by adding variables to the typical inflation models to incorporate globalization with inflation dynamics, as the supply chain grows bigger the more complicated it gets, therefore it becomes less adaptive, a bigger more diverse supply network enhancing product variety is proposed to create more supply agility and improve supply performance, also this agility seems promising in terms of improving collaboration and communication which is already challenge on a domestic scale, not to mention a globalized one, the composite supply chain challenge must be addressed by expanding global supply chain models to encompass both internal production and external supplier, providing enough layers of suppliers interaction in sourcing significant components, in which is a key feature of agile practice, enabling limitless flexibility in terms of product capability, allowing rapid lead times when combined with industry.

• Citation: Owais, Z. (2023). Agile supply chain management a prerequisite to inflation in globalized economy. SEA - Practical Application of Science, Year (volume) XI, Issue (31), 15-28.
• Published on: 27th February, 2023
• Keywords: Supply Chain; Globalization; Agile Management; Economy;
• Pages: 15-28
• Received: 16th October, 2022
• Final revision and acceptance: 26th February, 2023

After the reform of the manufacturing and production processes, the lean approach has become more and more popular and was applied in service processes and also in office environments. In the management sector, there is a debate about whether these application experiments can be called lean. The basis of doubt is the fundamental difference between production and service. Management literature has accepted the concept of lean office, which also has a kind of signaling in this discourse. In the course of our study, we show how service processes can be improved with the help of the lean thinking. We made our research in the Human Resources department of a domestic company.

• Citation: Bogdán M., Popovics P. (2023). Improvement of processes with a lean approach in the HR department of a company. SEA - Practical Application of Science, Year (volume) XI, Issue (31), 65-71.
• Published on: 29 May 2023
• Keywords: continuous improvement; innovation; process management; human resources;
• Pages: 65-71/li>
• Received: 14 April 2023
• Final revision and acceptance: 28 May 2023

This article presents an analysis of documents concerning regulations at the European and national levels aimed at sustainability reporting. The study examines various policy documents, guidelines, and legal frameworks related to preparing sustainability reports at the European Union level (EU) and national levels. The analysis reveals that in the EU and our country, steps have been taken to address the issue of reporting sustainability information, through directives and initiatives to guide organizations globally. The analysis identifies some important issues, including the need for better measurement and monitoring of the work of reporting organizations, the importance of reported information, and the potential of regulatory frameworks to stimulate sustainable activities. The study suggests that legislative regulations have an important role in organizations’ sustainable progress. The conclusions of this research are relevant for decision-makers, economic actors, and other stakeholders in promoting sustainable practices at organizational and strategic levels.

• Citation: Gafencu L.N. (2023). Non-financial reporting. Analysis of the corporative sustainability reporting framework in the European and national context. SEA - Practical Application of Science, Year (volume) XI, Issue (32), 97-103.
• Published on: 29 May 2023
• Keywords: sustainability report; non-financial statement; sustainability; voluntary reporting;
• Pages: 97-103
• Received: 30 April 2023
• Final revision and acceptance: 28 May 2023

Advertising and its content significantly influence the consumer socialization process, particularly among children. It aids children in discovering products and shapes their desires, attitudes, and behaviors. To explore this, we conducted a content analysis of TV advertisements promoting games and toys from December 2020 to 2021 in Romania. The study's focus was to uncover gender-specific values projected through the marketing of children's games and toys in these TV commercials during the festive season. Seven TV channels were analyzed, totaling 2070 minutes of content each year, with 248 distinct commercials. The findings revealed prevalent gender stereotypes in these ads. Values associated with girls predominantly included caring, beauty, friendship, fun, and happiness. In contrast, values projected for boys encompassed competition, autonomy, adventure, challenge, and fun. Remarkably, materialism was more pronounced in toys aimed at girls.

• Citation: Cojan C. (2023). A content analysis of values portrayed in TV commercials for games and toys. SEA - Practical Application of Science, Year (volume) XI, Issue (32), 115-121.
• Published on: 5 September 2023
• Keywords: values; children advertising; games; toys;
• Pages: 115-121
• Received: 1 August 2023
• Final revision and acceptance: 2 September 2023

This study aims to analyze the role of digital marketing orientation and selection of export channels in export intention. This study also examines the selection of export channels as a mediating variable between digital marketing orientation and export intention. The partial least-squares structural equation model (PLS-SEM) was used for hypothesis testing. Primary data was obtained using a questionnaire. The sampling was carried out using a purpose sampling method with criteria for MSMEs, furniture and woven fabric that had used digital marketing in their business activities. The respondents were 100 owners of MSMEs that produce furniture and woven fabric in Indonesia. The results of this study indicated that the orientation to digital marketing and export channels has a positive effect on the intention to export. Export channel selection was a mediating variable in improving the relationship between digital marketing orientation and export intention. The selection of a good export channel increased the relationship between the influence of the digital marketing orientation and export intention. MSMEs should optimize digital marketing and select appropriate distribution channels to increase export intention.

• Citation: Hidayat Y. A., Ramadhani F.N. (2023). The influence of digital marketing orientation on export intention: mediation impact of export channel selection. SEA - Practical Application of Science, Year (volume) XI, Issue (32), 123-131.
• Published on: 28 September 2023
• Keywords: digital marketing orientation; export channel; export intention, micro small medium enterprise, Indonesia;
• Pages: 123-131
• Received: 2 September 2023
• Final revision and acceptance: 28 September 2023

As the discourse on corporate social responsibility (CSR) and sustainability in business continues to progress, it is becoming increasingly mandatory for business leaders to consider playing a more active role in leading and addressing the socioeconomic challenges business activities might visit on the larger society and its stakeholders. In such a context, the strategic importance of integrating CSR and sustainability initiatives into business operations amidst radical change, heightened stakeholder activism and intense competition cannot be overemphasized. As this shift requires making significant changes to the traditional ways of doing things within the organization, there is bound to be a change resistance. Through a purely narrative review of previous literature, this paper maps out how the pursuit of CSR and sustainability in basic business operations is shaped by organizational change management (OCM) and examines how the stakeholder theory underscores an understanding of the interception between the ethical and economic interests of a business.

• Citation: Dzage E. J., Pierog A. (2023). Corporate social responsibility and sustainability in the context of change – influence of the stakeholder theory. SEA - Practical Application of Science, Year (volume) XI, Issue (33), 153-164.
• Published on: 2 November 2023
• Keywords: business ethics, CSR, OCM, stakeholder theory, sustainability, three stages of change;
• Pages: 153-164
• Received: 26 September 2023
• Final revision and acceptance: 1 November 2023

Lean leadership is often cited in the practitioner literature as an important factor in successful lean transformation. More and more companies are creating full-time lean manager position and dedicated lean teams. There is a lack of research in the literature on whether the integration of a full-time lean manager into the organisational structure improves the effectiveness of lean, and what are the duties and responsibilities of the lean manager. The research has demonstrated that the effectiveness of lean transformation is significantly higher in organisations with a full-time lean team. A dynamic relationship exists between the roles of the full-time lean manager and the company-wide change management framework. A model job description has been developed for the full-time lean manager position, in the context of the organisational change framework for lean manufacturing implementation. The model would serve as the basis for further empirical research and a recommendation for business leaders on how to design a full-time lean manager position in their company.

• Citation: Matrai, N. (2023). Lean transformation: role of the lean manager. SEA - Practical Application of Science, Year (volume) XI, Issue (33), 185-195.
• Published on: 22 December 2023
• Keywords: lean transformation; lean manager; organisational change;
• Pages: 185-195
• Received: 03 October 2023
• Final revision and acceptance: 20 December 2023