Vilnius University Open Series 2021-07-05T07:09:30+00:00 Vilniaus universiteto leidykla / Vilnius University Press Open Journal Systems <p>Įkurtas 2019 m. Publikuoja įvairios tematikos straipsnių rinkinius.</p> Editorial Board and Table of Contents 2021-06-30T09:27:03+00:00 Ingrida Šarkiūnaitė <p>&nbsp;&nbsp;</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Foreword 2021-06-30T09:27:01+00:00 Ingrida Šarkiūnaitė <p>&nbsp;&nbsp;</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Ukraine’s European Integration and Its Current Challenges 2021-07-05T07:09:30+00:00 Andriy Grіtsenko Olena Borzenko - Slozko Tаtyana Burlay <p>The article shows the importance of Ukraine’s development within the framework of the European integration project. A positive impact of European integration on Ukraine’s development dynamics has been revealed. European integration accelerated after signing and implementing the European Union-Ukraine Association Agreement 2014. The main achievements of Ukraine’s European integration are related to the improvement of its institutions, as well as the growth of trade between Ukraine and the EU. It is found out the most serious challenges of European integration of Ukraine are related to the problems of economic growth, deindustrialization, foreign trade structural distortions, macro-financial stability, as well as the slowdown in a convergence between Ukraine and the EU. It is stated that Ukraine needs to restructure its national economy in line with the European and global context.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Financial Security Assessment in the European Union Countries 2021-06-30T09:26:59+00:00 Jurga Grikietytė-Čebatavičienė <p>Financial security of the country means the absence of threats to the financial system, ensuring the stability and development of the financial system and the ability to maintain the financial sovereignty of the state. The aim of the article is to evaluate financial security in EU countries. The aggregate financial security index (AFSI) is used to reach this goal. AFSI calculation is based on five sub-indexes: Human Development Index, Economic Globalisation Index, Financial Development Index, Index of Economic Freedom and Country Level Index of Financial Stress. The results show that Market-based EU countries have the highest financial security. The lowest financial security was set in Eastern European countries.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Organisation’s Business Planning and Strategic Decisions 2021-06-30T09:26:59+00:00 Miroslav Georgiev <p>The report examines the nature and importance of the main objectives trends and strategic goals of the organisation G’s Group over the next few years and the value of proposals for our main and most important products, in particular, the focus will be on the following three main areas: great place to work-teams and culture; sustainable products sustainability and environmental social and financial integrity; strategic clients-supply chain and innovation in products in a lean and resistant way. As a triple bottom line strategy, these objectives are based on achieving a series of economic, environmental and social measurements, a concept that our most valued clients, consumers, employees and members of the local community demand of us.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Competitiveness Through the Prism of the Culture of Innovation 2021-06-30T09:26:58+00:00 Ivona Georgieva <p>The main goal of every business organisation in the modern world is to constantly increase its competitiveness in the conditions of constant change imposed by the dynamic business environment. The culture of innovation today is perceived as a key factor in increasing the competitiveness of both an organisation and an entire country as it reflects their ability to think creatively, flexibility, information exchange and perception of innovation. This paper aims to present the relationship between the culture of innovation and competitiveness in the context of Bulgarian organisations. It is indicated that the culture of society itself is important for the culture of innovation. Different value systems can be a prerequisite for the development of various innovation practices, which in turn could lead to good results in the innovation activity of the whole country.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Development and Challenges in Front of Clusters in Bulgaria 2021-06-30T09:26:57+00:00 Slavka Georgieva <p>The importance of clusters for economic development, competitiveness and innovation is growing, and the diverse nature of cluster initiatives is becoming a popular approach to their creation, validation and development in sectors where both resources and opportunities are available. The elaboration presents the development of the clusters and their role for the modern Bulgarian economy, the conducted national policy in the sphere, the applied instruments in the context of the EU policy. The aim is to present the development of clusters in Bulgaria, highlighting the specificity of the implemented cluster initiatives and defining some challenges for their future development. Increasing competitiveness through cluster development is seen as a key strategic tool for achieving socio-economic development. It is emphasised that the success of cluster initiatives depends on companies and Bulgarian producers, striving through joint efforts to achieve higher competitiveness.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Transformation of the Museum in the 21st Century: Baltic States Museums Visitors 2021-06-30T09:26:56+00:00 Alina Miežietytė-Gudzinskė Virginija Jurėnienė <p>Audience development in cultural organisations and museums in Lithuania is relevant and not enough explored. While reading different academic literature and research on this topic, the most common issue mentioned is a lack of research about visitors to Lithuanian cultural organisations and museums. Most usually, communication about events and products created for visitors is based on the intuition or opinion of the employees, rather than on analysis of visitor’s expectations. Meanwhile, global research is orientated to understand, who is the audience of the organisation and what expectations it has. Those studies show that the audience is expecting to get new emotions, learn new things, new experiences, and increase social connections, to feel welcomed and interested.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Organisation of Social Art in Performance Art Organisations 2021-06-30T09:26:56+00:00 Irena Kyguolytė-Kataržė Virginija Jurėnienė <p>Art as a social action in the public space is becoming more popular in various forms, especially in the digital space, and especially after the recent events that have had an effect on the whole world. However, theatre as art is changing its forms of accessibility not only due to global events but also due to the changing society from various aspects, i.e., psychological, social, economic, political, etc. The article provides a comparative analysis of the concepts of social art actions and performance art, presents the features of social art actions organisation in performance art organisations in Lithuania and abroad, determines the impact of social art action on human health from the psychosocial and spiritual point of view as well as in a community; it also provides a discussion of similarities and differences of performance as not only theatre but also performance art and social art, social art actions as performance art. Moreover, the article analyses how performance is compared to social art performance, how spectator and participant audiences manifest, what inclusion of performance art as a social art action into human spiritual-psychological space provides. The article provides an analysis of how performance art cooperates with performance art organisations.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors A Conceptual Management Model of Virtual Project Team in International Companies 2021-06-30T09:26:55+00:00 Aistė Kukytė <p>Globalisation and technological advancement have an enormous impact on how businesses operate. Technological evolution, economic challenges, and different generations working in one workforce impact businesses to seek flexibility and adopt techniques that support virtual teamwork. In the modern international business environment increasing number of teams that work in virtual environments through project execution, leads to the need for theory and research on how successfully manage virtual project teams. In this paper the analysis of the scientific literature allowed to formulate the definition of a virtual project team, the analysis was able to show the management aspects, which are related to the features of the virtual project team, review of scientific literature also let to disclose the emerging problems faced by managers. These results were used to conceptualise the virtual project team management model in international companies.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Small and Medium Enterprises Brand Positioning Through Guerilla Marketing Principles 2021-06-30T09:26:54+00:00 Viltė Lubytė <p>The article analyses the positioning process of small and medium enterprises using the principles of guerrilla marketing. At the beginning of a business start-up, the positioning process becomes crucial to gain a competitive advantage in a crowded market. The problem is that small business cannot compete in the market with the same marketing tools as large companies. Exceptionally, small businesses often face three problems: lack of financial resources for advertising, lack of marketing specialists, inability to compete with large companies. The scientific literature analysis allowed us to systematise the essential principles of memorising the brand’s position using guerrilla marketing principles. The model of small and medium business brand positioning through guerrilla marketing and its principles are also presented. Guerrilla marketing is a particularly suitable way for small businesses as it requires creativity, intellectual and time investment rather than financial resources.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Influence of Human Resource Management Policy on Customer Loyalty 2021-06-30T09:26:53+00:00 Kamilė Mitašiūnaitė <p>The business would not be able to achieve the set goals without qualified specialists. Therefore human resource management is one of the most important processes to an organisation. HRM policy aspects – employee motivation and job satisfaction – directly contribute to customer satisfaction and loyalty. The problem is that in today’s business environment, where there is a big rivalry, maintaining customer loyalty becomes a huge task for the business. The aim of this article is to evaluate the impact of human resource management policy on customer loyalty. The article analyses concept of human resource management, evaluates the development of loyal customer behaviour, distinguishes traditional and innovative concepts of human resource management. Also, the article notices a relationship between employee satisfaction and customer satisfaction. Analysis of empirical research level shows the impact of human resource management policy on customer loyalty and provides a research model.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Communication Models in Contemporary Art 2021-06-30T09:26:53+00:00 Rugilė Navickaitė <p>The object of research is the communication features of contemporary art. The aim is to reveal these features based on a review of the literature. The paper discusses the concept of communication in contemporary art; describes the characteristics of contemporary art as a medium; defines communication models in contemporary art. Communication and its features are manifested in many fields, one of which is art. To discuss the concept of communication in contemporary art, the levels of verbal and nonverbal communication are distinguished. Image forms, colours, lighting, lines, motifs, body language, sound, as well as the written or unwritten language of verbal communication about a work of art, can serve to recognise the communicative properties of a work of art. Types of intrapersonal and public and mass communication are applied, communication process models are based.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors The Importance of the Network in International Music Competitions 2021-06-30T09:26:52+00:00 Rūta Pilkytė <p>Collaboration between art organisations from different fields and countries is not a new phenomenon. However, the networking of art institutions is of a more recent nature. In Lithuania, international music competitions are organised by a non-governmental public institution “Natų knygynas”. This institution holds membership in different international organisations like the European Union of Music Competitions for Youth (EMCY) and the World Federation of International Music Competitions (WFIMC). The purpose of this report is to study the characteristics of EMCY and WFIMC international networks by applying comparative analysis of scientific literature and analysis of primary and secondary documents. The article presents the benefits of networking for international music competitions in Lithuania.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors The Impact of Employer Brand Equity Elements on Consumer Attitude to Service Brand 2021-06-30T09:26:51+00:00 Indrė Ščiukauskė <p>Increasing competition means that organisations are looking for new ways to ensure the equity of their brands, and due to the specifics of services, employees are undoubtedly one of the most important links in service brand equity creation, therefore consumer knowledge of employer brand and its equity elements can contribute to the perception towards it, change it and influence behavioural intentions. According to the theory of reasoned behaviour, attitude is an important determinant of behaviour, so the purpose of this article is to assess how elements of an employer’s brand equity influence attitude toward a service brand. After the exploratory factor analysis, 3 main elements of the employer’s brand equity were identified. An analysis of the empirical study also found that the employer brand image has the strongest effect on attitudes towards a service brand, while the effect of employer brand awareness and reputation has a weaker effect.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Chinese Traditional Cultural and Cross-Cultural Management 2021-06-30T09:26:51+00:00 Zhibo Shi <p>Confucian culture is an ancient culture that has been circulating in China for thousands of years. It represents the value of most Chinese people and plays an important role in Chinese history. From state governance to family management, Confucian culture has influenced all aspects of Chinese people, and, of course, has a great influence on the management of Chinese enterprise managers. However, cultural differences and conflicts when managing multinational teams are inevitable. Therefore, in this article, we will discuss Confucian culture and how to integrate it into modern enterprise management to solve the adverse consequences of cultural differences and conflicts, and discuss the drawbacks of Confucianism to modern enterprise management.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors The Importance of Internal and External Factors for the Selection Decision of Expatriates 2021-06-30T09:26:50+00:00 Ramachandran Sugavaneswaran Ingrida Šarkiūnaitė <p>Today’s global business environment sets the platform for international employee assignments. As organisation globalise their operations, the roles and responsibilities of the Human Resource department are transformed and face the pressure of globalisation. Therefore, the selection of expatriates to fill international assignment is challenging because of the complex nature of internal and external factors of the selection decision of expatriates like Cost, Expatriate Performance, Expatriate Failure, Political factor, Legal factor, Economic factor, Socio-culture, Family requirements, and Multinational enterprise requirements (MNE), etc. The result of the studies shows the complex nature of the expatriate selection decision during the international assignment which will have a huge impact on the selection decision of expatriates and the success of the organisation on the global level market in the world of competition.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Renewable Energy Sources in the Baltic States and New Business Approach of the Sector 2021-06-30T09:26:49+00:00 Karina Viskuba Veronica Silinevicha <p>Renewable energy sources (RES) are efficient in meeting the demand for clean and affordable energy. The need for RES is undeniable and has many advantages but there are also some challenges that need to be taken into consideration and adapted to the energy system. One of the challenges is RES volatility and its impact on electricity prices and power system operation. Europe is trending to power system decentralisation through the involvement of local authorities, active consumers and citizens in the system operation. This article provides main information about the energy sector of Latvia and RES in the Baltic countries. It proposes a methodology for the complex analysis of correlation and regression dependences of natural and price indicators of the electric power industry, based on the adaptation of the corresponding classical mathematical models.</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors Bibliographic Data 2021-06-30T09:27:02+00:00 Ingrida Šarkiūnaitė <p>&nbsp;&nbsp;</p> 2021-06-29T00:00:00+00:00 Autorių teisių (c) 2021 Authors