Alexandra Zbuchea is Vice-Dean of the Faculty of Management at the National University of Political Studies and Public Administration, Bucharest, Romania. She is a member of several conference boards, as well as professional associations such as the Academy of Marketing Science and the National Network of Museums in Romania. She has published several books and studies on marketing, such as materials for cultural organisations.Constantin Brătianu is Professor Emeritus of Strategic Management and Knowledge Management at the UNESCO Department for Business Administration at Bucharest University of Economic Studies, Romania, and Director of the Research Center for Intellectual Capital, based at the same university. He is the founder and co-editor of the international journal, Management Dynamics in the Knowledge Economy, and he is a member of associations including American Academy of Management. His academic interests include knowledge dynamics, knowledge management, intellectual capital and strategic management.Florina Pînzaru teaches General Management and Fundamentals of Marketing at the National University of Political Studies and Public Administration, Bucharest, Romania. She has been Dean of the College of Management since 2011 and has more than ten years of experience as a marketer for important Romanian companies in furniture, energy and utilities.