BrainMap

Mrs. Cristina-Maria Balgaradean

MSc. ec.

Scientific Research Assistant - INSTITUTUL NATIONAL DE CERCETARE DEZVOLTARE PENTRU OPTOELECTRONICA INOE 2000 INCD FILIALA INSTITUTUL DE CERCETARI PENTRU INSTRUMENTATIE ANALITICA CLUJ NAPOCA

Manager | Consultant

Cristina Balgaradean is a marketing professional, holding a MSc in Marketing Strategies and Policies & a MSc in Sustainable Development and Environmental Management both awarded by Babes-Bolyai University, Romania. She is trained in innovation management by IMP³ROVE – European Innovation Management Academy EWIV and Business Mentor madri+d certified by Fundación para el Conocimiento madri+d. With over 8 years of experience in a Research, Technology Transfer and Advisory national and international environment, providing business mentoring, innovation management support, and assistance for participation in international brokerage events, Cristina is the Project Partner Manager of BISNet Transylvania project - SMP-COSME-2021-EEN-01, ID 101052723, Community Founding Member of Conscious Marketing Movement Startup, Enterprise Europe Network OSH Ambassador & Ambassador of Voices for Climate Action Erasmus+ project - 2024-2-AT01-KA210-VET-000266752.

Expertise & keywords

Causal relationships between sustainable development and Generations X, respectively Y in contemporary society. A holistic retail marketing approach Call name: Projects for Young Research Teams - RUTE -2014 call
PN-II-RU-TE-2014-4-0312 2015 - 2017

Role in this project:

Coordinating institution: UNIVERSITATEA BABES BOLYAI

Project partners: UNIVERSITATEA BABES BOLYAI (RO)

Affiliation: UNIVERSITATEA BABES BOLYAI (RO)

Project website: https://sites.google.com/site/susretailgen/

Abstract:

In today's society, an increasing importance is given to the methods and activities through which a business can sustainably develop itself. The need to align objectives, policies and strategies of organizations to sustainable development stems mainly in the legislative changes and the evolutions in the behavior of different generations of consumers. Due to the information flow and to the access to various information technologies, members of Generation X and Y have different motives, preferences, intentions, attitudes, values, lifestyles, communication methods in the social environment, ways of leisure etc. They also highlight buying and consumption habits that are relatively heterogeneous and differ between various food and non-food retail formats (store types). Thus, consumers are even more difficult to attract and bind towards a retail store (retail chain). Therefore retailers must act through specific leverages over individuals. A major challenge for any retailer in knowledge based contemporary society is to succeed in developing an appropriate image among representatives of both generation X and Y, because these are the biggest and most relevant target segments. The present research aims at studying the different causality relationships, mutual influence and interdependence between generation X and Y and the sustainable development actions undertaken by retailers.

FILE DESCRIPTION	DOCUMENT
List of research grants as project coordinator or partner team leader
Significant R&D projects for enterprises, as project manager
R&D activities in enterprises
Peer-review activity for international programs/projects