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  CLUSTER ANALYSIS OF E-COMMERCE IN THE EUROPEAN UNION COUNTRIES

  E-commerce is the fastest growing segment in the trade sector and is of ever-increasing importance to the economy of the European Union. However, huge imbalances occur between individual countries when measuring the intensity of this type of trade. In the context of the new realities, the aim of the present study is, based on cluster analysis, to ... E-commerce is the fastest growing segment in the trade sector and is of ever-increasing importance to the economy of the European Union. However, huge imbalances occur between individual countries when measuring the intensity of this type of trade. In the context of the new realities, the aim of the present study is, based on cluster analysis, to segment and identify the differences between the EU Member States in the field of e-commerce, and on this basis to formulate corresponding conclusions. Cluster analysis is applied to selected indicators (I) for measuring e-commerce in the European countries—I1. “E-commerce sales of enterprises”; I2. “Value of e-commerce sales”; I3. “Internet purchases by individuals”. The clustering of the studied data refer to 2024. Technical processing and calculations are made using IBM SPSS Statistics. As a result of the study conducted, the 27 Member States are differentiated into four homogeneous clusters, which allows them to be interpreted as: leading countries in the e-commerce segment; countries catching up with the leaders; countries moderately advancing in e-commerce; countries in an unenviably lagging position.

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  THE PRACTICE OF WEBROOMING IN GENERATION Z: EMPIRICAL ANALYSIS ON PERUVIAN BUYERS

  This article focuses on the practice of webrooming among Generation Z youth residing in metropolitan Lima. The research seeks to answer the following question: How do convenience orientation and impulse buying propensity influence the practice of webrooming, and how does this practice impact channel integration and purchase preferences in physical ... This article focuses on the practice of webrooming among Generation Z youth residing in metropolitan Lima. The research seeks to answer the following question: How do convenience orientation and impulse buying propensity influence the practice of webrooming, and how does this practice impact channel integration and purchase preferences in physical stores? To address this, a conceptual model was developed based on relevant academic literature, which was validated through field research. An online survey with Likert-scale questions was conducted with a non-probability sample of 384 young individuals with webrooming experience. Data analysis was carried out using Structural Equation Modeling (SEM), a technique appropriate for the type of hypotheses and sample size. The main results reveal that: 1) convenience orientation negatively influences webrooming; 2) impulse buying in digital media is driven by factors such as website design, product features, and retailer strategies; and 3) webrooming moderates the relationship between channel integration and purchase intention in physical stores, particularly among Generation Z consumers. These findings contribute both to the academic field and to omnichannel retail management by providing a better understanding of the behavior of a key segment entering the Economically Active Population.

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  MANAGERIAL COMPETENCES IN REGULATED INDUSTRIES

  Background: Managerial competencies are vital in regulated industries, where organizations must balance strict legal compliance with competitiveness. Methods: This study applies Quinn’s managerial competency model to a Latvian pharmaceutical company, focusing on three factors: Processes and Results (F1), Human Relations and Innovation (F2), and ... Background: Managerial competencies are vital in regulated industries, where organizations must balance strict legal compliance with competitiveness. Methods: This study applies Quinn’s managerial competency model to a Latvian pharmaceutical company, focusing on three factors: Processes and Results (F1), Human Relations and Innovation (F2), and Public Interest (F3). Data from 55 employees were collected using a validated Likert-scale questionnaire. Reliability was confirmed with Cronbach’s Alpha (α > 0.7). Data analysis included descriptive statistics, correlation, and regression testing. Results: Correlation analysis revealed strong positive links between F1 (.821**) and F2 (.819**) with company performance, while F3 (.808**) showed weaker significance. Regression results confirmed that F1 (t = 3.759, p < 0.001) and F2 (t = 3.632, p = 0.001) significantly predicted performance (R² = 0.742), while F3 was excluded. Conclusions: Findings emphasize that process management and human relations are the most critical managerial competencies in regulated pharmaceutical contexts. Regulated industries demonstrate stronger alignment with public-sector management logic, where compliance, innovation, and stakeholder engagement drive performance.