On their way towards assuring growth and long-term sustainability, many modern small and medium sized enterprises (SMEs) from the European Union have set building a stronger brand as one of their primary goals. To achieve this, an integrated framework for managing the continuous enhancement of their brand equity level by adopting digital marketing tools and techniques (DMTTs), has increasingly become a necessity for most of the modern SMEs. However, even if such an approach provides plenty of benefits, such as better audience targeting and reduction of traditional marketing expenses, implementing these complex processes in their business models poses a series of challenges like choosing the best selection of DMTTs. For this reason, a conceptual model is proposed in the first part of the paper, with the aim to highlight a framework that will help underline the links between DMTTs and other key elements that can provide an increase in brand equity of SMEs, thus contributing to growth and enhancing the sustainability level. Following the proposed model, research aimed at two main directions has been conducted in the second part. The first direction was to analyze the degree in which modern SMEs from the European Union located in Romania dedicate themselves toward embracing sustainability goals and principles. The second one represents an analysis using also the SPSS software solution on the most used selections of DMTTs mentioned in the presented conceptual model. The results obtained provide a starting point for those modern SMEs that choose to follow the path of sustainability by creating and enhancing their brand equity through DMTTs.

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ABSTRACT. Leather industry has to cope nowadays with major environmental problems because of the polluting processes. Therefore, increasing the environmental efficiency in the leather sector is the major aim of leather, auxiliary materials and equipment manufacturers. The development of new tanning agents and new technologies is required to cope with the increasingly higher environmental pressure on the current tanning materials and processes such as tanning with chromium salts. This paper presents the main results obtained in the framework of INNOVA LEATHER project. The original contribution of this project in solving the above problems has involved the use of solid titanium wastes (cuttings) resulting from the process of obtaining highly pure titanium (ingots) in the preparation of new tanning compounds intended to increase the environmental efficiency of the leather sector. Also, within the above line, the aim is to obtain wetwhite leather by an organic tanning process in order to reduce chromium in tannery effluent. Another result obtained in the project is valorization of wet white leather waste as raw material for obtaining new biodegradable auxiliaries with application in agriculture, cosmetics and chemicals. KEY WORDS: tanning agents, wet white, FOC leather, waste valorization, cosmetics, soil remediation, sustainable development MATERIALE ªI TEHNOLOGII INOVATOARE PENTRU O PRODUCÞIE DURABILÃ ÎN SECTORUL PIELÃRIE-ÎNCÃLÞÃMINTE REZUMAT. Industria de pielãrie trebuie sã facã faþã în prezent unor probleme de mediu majore datorate proceselor poluante. Prin urmare, creºterea eficienþei de mediu în sectorul de pielãrie este obiectivul major al producãtorilor de piele, materiale auxiliare ºi echipamente. Este necesarã dezvoltarea unor noi agenþi de tãbãcire ºi noi tehnologii pentru a face faþã presiunii de mediu din ce în ce mai mare asupra materialelor ºi proceselor de tãbãcire actuale, cum ar fi tãbãcirea cu sãruri de crom. Aceastã lucrare prezintã principalele rezultate obþinute în cadrul proiectului INNOVA-LEATHER. Contribuþia originalã a acestui proiect la rezolvarea problemelor menþionate mai sus a implicat utilizarea deºeurilor solide de titan (ºpan) rezultate din procesul de obþinere a titanului foarte pur (lingouri) în prepararea unor noi compuºi tananþi cu scopul de a creºte eficienþa ecologicã a sectorului de pielãrie. De asemenea, în acelaºi context, scopul a fost de a obþine piele wet-white printr-un proces de tãbãcire organicã, pentru a reduce cantitatea de crom din efluenþii din tãbãcãrie. Alte rezultate obþinute în cadrul proiectului sunt valorificarea deºeurilor de piele wet-white ca materie primã pentru obþinerea unor noi auxiliari biodegradabili cu aplicaþii în agriculturã, produse cosmetice ºi substanþe chimice. CUVINTE CHEIE: agenþi tananþi, wet white, piele fãrã crom, valorificarea deºeurilor, cosmetice, remedierea solului, dezvoltare durabilã DES MATÉRIAUX ET DES TECHNOLOGIES INNOVANTES POUR LA PRODUCTION DURABLE DANS LE SECTEUR DU CUIR ET DES CHAUSSURESRÉSUMÉ. L'industrie du cuir doit main...

This paper presents key elements of the revised waste proposals. From the new waste proposals will benefits the economy, citizens and the environment. Clear rules, common standards and support for the use of more secondary raw materials will create a safe and sustainable supply of raw materials to the industry. This helps create new jobs, supports innovation and boosts competitiveness. Improved waste management rules will reduce landfill and tipping fees. Smarter use of resources is not only good for business, but will also help protect the environment preserve essential resources for current and future generations, and create synergies for industries which most depend on it-such as tourism, agriculture and food manufacturing.