Amfiteatru Economic (May 2017)
Book review: Peace Marketing
Abstract
In a knowledge-based society, focused more and more on the technological development and the fast evolution of innovations in different domains, the individuals are increasingly exposed to the stimuli transmitted by organizations, fact which causes major differences between their own beliefs, the values promoted by families, the traditions of the society and the rules encouraged by nations. Such differences often lead to social, political and even armed conflicts, liable to endanger the development and prosperity of the society, but also the peace of the world. Studies of some independent bodies (IEP, 2014; HIICR, 2015) and recent researches (Sambanis and Elbadawi, 2002) clearly mark out the fact that the misunderstandings in the contemporary world, the number of civil conflicts with political and economical stakes, but also the disorder within the nation strongly increased after 2010, in comparison with the 80’s and the 90’s of the past decade. The appearance of conflicts and the numerical increase of them produces strong disparities, economical and commercial digressions, the cooperations within international affairs being restricted and/or limited because of misunderstandings arisen between states (Forrer and Katsos, 2015). However, private organizations succeed in getting beyond the rigid frame of the collaboration among nations, establishing business relations outside the borders of a country and/or the close-by territories, introducing new technologies, inovating, carrying out straight foreigner investments, generating added value and contributing to the regional stability, respectively, to the wordly peace. Although there is a diversified background from a conflictual point of view, in many circumstances, the economical area and its development can generate the improvement of the living conditions for citizens, the companies being preoccupied for the identification of the best solutions with the purpose of satisfying their needs.
