Table of Contents

Preface

Chapter 1. Prevention of Food Waste: Proposals in Developed Countries from a Marketing Perspective
(Cristina Calvo-Porral – Business Department, University of A Coruña, A Coruña, Spain)

Chapter 2. Asymmetries in Advertising Sensitivity to Business Cycles
(Jung Seek Kim – Department of Marketing & Professional Sales, Bloomsburg University, Bloomsburg, Pennsylvania, US)

Chapter 3. New Forms and Strategies of Charitable Crowdfunding in Chinese Tech Companies: The Case of Tencent
(Sergio Jesús Villén Higueras, Xinjie Ma and Francisco Javier Ruiz del Olmo – Department of Audiovisual Communication and Advertising, University of Seville, Seville, Spain, et al.)

Chapter 4. Entrepreneurship as a Career Option for Graduate Students
(Nelson R. Furquim, Maurício H. Benedetti, Maria T. Soares, Gustavo Loureiro, André Laizo and Tanyra Amaral – Universidade Presbiteriana Mackenzie, São Paulo, Brazil)

Chapter 5. Resolving the ‘Tower of Babel’ Dilemma for People Investments: Cost-Benefit Analysis for Organizational Design, Training, and Development
(Marcus B. Mueller – Department of Management, Sacred Heart University, Luxemburg)

Chapter 6. How Altruism Increases Firm Performance: The Role of Organizational Resilience
(Jacob Guinot, Zina Barghouti and Sandra Miralles – Department of Management, University Jaume I, Castellón, Spain, et al.)

Chapter 7. Evolution of Advertising Messages: From Facts over Emotional Appeal to Shared Values
(Marko Majer – Business School Lausanne, Switzerland)

Chapter 8. How Quantitatively Important Are the Shocks to Capital Depreciation Rate for Business Cycle Fluctuations? Lessons for Bulgaria (1999-2019)
(Aleksandar Vasilev – Lecturer, Lincoln International Business School, UK)

Index