Business Management

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  THE USE OF SOCIAL MEDIA AS AN EFFECTIVE TOOL FOR OBTAINING SUSTAINABLE COMPETITIVE ADVANTAGE

  Achieving a sustainable competitive advantage depends on the innovations which are largely dependent on the online marketing that initiates the use of social networks which enable the improvement of long-term relationships of the company and the focus on the particular target group. Their best results are achieved as a result of the creativity and ... Achieving a sustainable competitive advantage depends on the innovations which are largely dependent on the online marketing that initiates the use of social networks which enable the improvement of long-term relationships of the company and the focus on the particular target group. Their best results are achieved as a result of the creativity and they are ideal medium which does not require huge money investment, but energy, thinking, time and knowledge. The investment in marketing activities in the social network cannot be considered as a simple venture but as a management of several goals: the user should get to know the brand, interaction of the user with the brand and oral transmitting of the message. The paper focuses on the analysis of social networks and their influence in the direction of promoting two-way, i.e. interactive communication with consumers. On the other side, in the paper answers will be given to the question: “Which of the social networks are the most effective tools for promotion?” The results show that the applications of modern and innovative methods in the field of internet marketing are crucial for distinguishing and creating a competitive advantage.

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  A PRACTICAL APPROACH FOR INTEGRATING HETEROGENEOUS SYSTEMS

  The adoption of cloud computing is a major requirement for expanding a conventional business into an electronic one. In order to benefit fully from the advantages of cloud computing, companies need to have their business applications redesigned, yet this requires substantial financial, human and time resources which even the largest enterprises ... The adoption of cloud computing is a major requirement for expanding a conventional business into an electronic one. In order to benefit fully from the advantages of cloud computing, companies need to have their business applications redesigned, yet this requires substantial financial, human and time resources which even the largest enterprises cannot afford. A feasible option is developing a strategy for gradual transition to cloud systems and technologies, which implies integrating the conventional systems of enterprises with newly developed cloud solutions. The underlying idea of this research is that the priorities of such gradual transition should be identified on the basis of the major characteristics of the activities comprising the overall business process, such as its dynamics and prospects, the current and the potential level of automation, the volume of processed data, the workload they create for the systems processing those data, etc. The research paper proposes an approach for integrating a conventional and a cloud system to service the business process ‘Requesting a consumer loan’ that requires real-time data exchange. The integration solution uses data structures which have been created in an intermediate data base for communication between systems. The rules for accessing and manipulating data by each of the integrated systems are defined. Interoperability is ensured through programme components (triggers and stored procedures) that are created in the data base of the operational system and ensure data exchange for real-time processing. The approach proposed in the paper has been employed in the business practice of a large Bulgarian bank. Its major advantages relate to the comprehensive service of the business process, as well as the greater flexibility, adaptability and scalability achieved with minimum financial and time resources.

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  SOME SPECIFIC ASPECTS OF DOCUMENTING, ACCOUNTING AND TAXING THE ACTIVITY OF AN ELECTRONIC SHOP

  Rapid advancements in technologies affect all aspects of human activity. Their impact is especially strong on commerce. The popularity of electronic commerce among customers has been growing since mobile devices and the Internet have made the shopping experience easier and faster. On the other hand, e-commerce provides a larger customer base to ... Rapid advancements in technologies affect all aspects of human activity. Their impact is especially strong on commerce. The popularity of electronic commerce among customers has been growing since mobile devices and the Internet have made the shopping experience easier and faster. On the other hand, e-commerce provides a larger customer base to retailers, since clients are no longer restricted to the location of a physical shop. It also offers better advertising and marketing opportunities. Another advantage is the lack of conventional working hours. The paper aims at systematizing the major opportunities and regulatory requirements related to starting an online shop. It also answers some of the questions most frequently asked by economic agents and presents the main requirements that they need to meet before starting an online shop. Special attention is paid to some specific moments in terms of documenting, accounting and taxing the activity of an online shop.