• Energy Research

This paper studies specific aspects related to the adoption of Internet of Things (IoT) technologies and the impact they have on the sustainable growth of Small and Medium Enterprises (SMEs) in the Romanian IT industry. It was considered that digital marketing in general, and IoT in particular, have enormous potential for the aforementioned entities, and the acceptance and adoption of IoTs by companies in different sectors can significantly influence the way they operate, leading to sustainable growth. Primary data obtained from quantitative marketing research based on a questionnaire were analyzed. The results showed that although a large proportion of the Romanian IT industry SMEs use advanced marketing technologies, relatively few of those have integrated IoT solutions to date, mainly due to specific cost challenges. Nevertheless, the outcomes highlight that these companies are aware of the IoT’s benefits and place the adoption of such solutions among their priorities in order to achieve sustainable growth of their businesses. Based on the research results, the main proposal for the business environment is to design viable marketing programs for these companies, as well as to allocate resources for business development aimed at educating human resources to effectively address specific internal and external activities through IoT for sustainable development.

The present study aims to analyse the impact of collaborative networks on a firm’s international presence in contexts of emerging clusters in transition economies. The empirical study conducted here focuses on a sample of 42 firms belonging to the Muntenia-Oltenia wine cluster in Romania. Social network analysis techniques and non-parametric tests were applied to address the research questions. Findings reveal that companies’ external resources, mainly their relationships with other firms and institutions in the cluster, are essential aspects in promoting their access to international markets. Furthermore, with regard to the relationships between cluster companies and institutions, our results suggest that trade support institutions are relevant in supporting these internationalisation actions, while technical support institutions do not influence the international presence of cluster firms. These findings provide relevant insights for companies, institutions, and policymakers on the best way to promote cluster firms’ international participation.

The article aims to identify the degree to which tourism managers who work in Romania in the area of the Carpathian Mountains have implemented sustainable development practices. It also assesses the quantification of their availability to be informed and to apply voluntary tools of sustainable development. Qualitative research based on the method of semi-structured in-depth interviews was conducted, with 34 managers who work in the accommodation units in the Romanian Carpathians. Results show that most managers are concerned with issues linked to sustainable evolution of the accommodation unit they manage. The researchers have noticed a low interest in sustainable evolution negatively correlated with the comfort level of the accommodation unit and competitiveness. Based on these results the authors recommend the adoption of measures that may allow sustainable development, and for the Romanian authorities to encourage the increase in the number of tourism units that can use sustainable management systems. This can be done through accessible rules, development of networks that may offer information about good practices and codes of conduct, as well as the possibility to participate in exchange programs.

The tourism industry has faced several challenges over the years, due to the evolution of technology and behavioral changes of the generations. The research focused on the new generation of tourists, Generation Z. Known as digital natives, the study aimed to identify their current travel behavior in the digital age and their perception of the future of travel in the context of recent technological developments, namely artificial intelligence, and virtual reality, thus highlighting specific elements that could disrupt the travel industry. To achieve this goal, qualitative research was conducted, using two sessions of focus groups among 20 Generation Z tourists. The results show that Generation Z tourists exhibit disruptive behavior primarily due to their heavy reliance on social media platforms, even for travel purposes. Social media has become their primary search engine, and travel influencers hold significant sway over certain individuals in this generation. In addition, they serve as influencers, by sharing visual content from their travels. Another noteworthy trend in the travel industry is Generation Z’s inclination towards multi-channel booking, effortlessly switching between different booking options. Lastly, although the results show little awareness of the potential of advanced technologies, their openness to adopt them to simplify the travel planning process further contributes to the disruption of traditional travel patterns. Generation Z can be considered a bridge between previous and future generations. The study has implications for management and marketing activities in the tourism field.

Ever since the pandemic context accelerated technology adoption, the digital transformation of enterprises has become part of consumers’ daily lexicon. The highly demanded necessity of companies to integrate digital solutions and provide services and goods in virtual spaces provokes both managers and academia to identify new perspectives. In this context, can digital transformation through marketing represent an option in difficult times? The authors aimed to reveal an answer to this question by researching the attitudes of 837 entrepreneurs involved in digital marketing activity before and during the pandemic, following their behaviour in the post-pandemic context. With quantitative and qualitative methods, unexpected results were unveiled. Financial losses or low performance in terms of profit or turnover do not negatively influence the attitude of the subjects towards digital marketing adoption. Moreover, the most unexpected result was the evolution of turnover from 2020 compared to 2019 as a determining factor for entrepreneurs’ perceptions of their level of digital knowledge. However, the results are discussed in the context of digital transformation through the method of providing services and goods in the virtual space with digital techniques, enriching the literature with the Romanian micro, small and medium-sized enterprises evidence.

The European Union’s energy policy confronts the intricate challenge of achieving energy independence through integration and transition, necessitating a careful calibration of its implementation scale. Recognizing that the heightened energy dependence represents a threat to the economic convergence and cohesion of the member states, the authors adopted a comprehensive approach to scrutinizing the energy landscape. The study examines the orientation toward renewable energy sources, encompassing their utilization in both transportation and household electricity supply. Leveraging a combination of statistical and econometric methodologies, the researchers analyzed the EU’s energy composition, evaluating its far-reaching impact on both micro- and macroeconomic dimensions. Beginning with the central endogenous variable of the study, dependence on imports, the research extends to the assessment of gross available energy. Through rigorous examination, the authors underscored the pivotal role of renewable fuels in final energy consumption and demonstrated the influence of green energy sources on household consumption. This investigation, complemented by the section of the ARIMA model for electricity price modeling, not only elucidated the dilemma but also presented renewable energy sources as a viable solution to curtail the European Union’s dependence on energy imports, even in their current underutilized state.

The literature introduced the concepts of sustainability and digitalisation as one, mixed-combined and named as digitainability. By linking digital divide, sustainability, and digitalisation, the authors aimed to: (i) identify variables that might influence the digital divide index; (ii) determine variables to model sustainable development goals; and (iii) create a model to explain digitainability through education. Analysing the sample of 13 EU developed countries, the authors created three econometric models and analysed the manner of how education might shape the inclusivity in a new and ever-growing Society. The results generated an inter-connected model that shows that new Society depends on the users’ medium or high skills because of their strong and positive influence on the digital divide index. The scientific contribution reveals solutions for an inclusive future, not far from the demanding requirements of the present. The theoretical implications shape the necessity to collaborate with policy makers to optimise the educational public system requirements in order to form prepared specialists for high-demanding markets in which they will work. The orientation of managerial implications of top leaders from companies must address an adapted mindset to collaborate with the academic environment to discover and understand the truth about the challenges of the new Era.

The paper analyzes particular aspects of a competitive economy based on low carbon emissions, which requires a fundamental change in consumer behavior, by focusing mainly on green acquisitions. The article contributes to the literature by the novelty of the researched problem: identification and analysis of the attitude and behavior of Romanian students regarding the electric vehicles acquisition. Thus, a quantitative marketing research was conducted, using a sample of 1221 students from 11 Romanian university centers. Also, the paper includes an overview regarding the costs and financial benefits provided by the Romanian Government to the electric vehicles owners, such as acquisition price reductions or tax reductions. The research results show that only half of the students are familiar with the concept of green consumption, and 37.8% of them are interested in buying an electric vehicle, the main reason being the fuel consumption. The authors recommend to the state’s institutions to develop special programs, by offering attractive facilities to the young people with higher education, as potential buyers, for the purchase of electric vehicles, this way diminishing the barrier effect generated by the high price. The academic environment should initiate research, both at the micro and macroeconomic level, to quantify the economic-social implications of green acquisitions in general and electric vehicles in particular.