Implications of change management in public administration

Economic Theories – International Economic Relations
operators have taken new shapes. These structural changes which have essentially
changes the world economic landscape relied on three main events:
- American deregulation, launched in the 80s which made all the etatist barriers
falls;
- The downfall of the economic management communist systems;
- The burst of internet which has led to a revolution in telecommunications,
with effects on the organized financial markets, modifying the behavior of the banks
and of all its users.
At the same time, the globalization of the markets has determined a
globalization of marketing. Global marketing refers to the encouragement of the
research initiatives of finding new markets segments or niche all over the world, the
capitalization of the buying and selling opportunities of the products and services
internationally. The market globalization has triggered a phenomenon of
individualization of the consumer‟s needs. For example, in the context of the single
internal European market the consumer is looking more and more for the ”European”
product, internationally and not nationally. Under the influence of the economic
changes, the consumer which was used to the local products gradually becomes more
open for foreign products. The producers, in their turn, are transformed in multinational
companies.
In the context of these tendencies, a new type of European marketing is
defined, the European countries adapting their production and trade strategies in order
to take advantage of the new opportunities as much as possible. The strategy relies on
the delimitation of the new markets, which are re-grouped on more countries or regions,
especially those situated on the border with the former national markets. Gradually, the
commercial policy of the enterprise will pass from the segmentation of the national
markets to a transnational segmentation in order to reach consumers with identical
behavior in many countries. The pair product-market passes from the national
dimension to the European and even international dimension. Will appear gradually, for
some products, the transnational niche, i.e. segments where the consumer is the same
for more countries.
At the same time, production will not be standardized any more, but flexible.
The enterprise will no longer be considered isolated; it will have very flexible relations
with the suppliers and the distributors. The computer-based design, the flexible
workshops will allow producers to meet the changing needs of the customers. The
introduction of the products on the market will not be reserved only for the specialized
salesmen, but their responsibilities will be split among the other categories of staff of
the enterprise which become in this way part-time marketers. The development of
production will be made on regions of the world, and a series of standardized
component will allow the production of an entire family of products.
We can argue that in this context, of the new type of marketing, the features of
the competitiveness concept become more and more complex. An increasing attention
is given to the phenomenon of external promotion of goods and services manufacture in
a country, of implementing their own investments in foreign territories, in order to
impose the national cultural values in the international arena, using a certain
”aggression” on the world markets in the fight for winning the more consistent market
segments. On the other hand, we can experience nowadays an openness of the markets
towards the world competitiveness, through the liberalization of the interface systems
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