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Journal of Turiba University Acta Prosperitatis Nr. 8 CONTENT VARIATIVE MODULE SYSTEM OF PROFESSIONAL DEVELOPMENT OF EDUCATIONAL INSTITUTION PRINCIPALS Journal of Turiba University Arhipova Olga, Kokina Irēna POSSIBLE IMPLEMENTATION OF KEY ACCOUNT MANAGEMENT PRINCIPLES IN TAX ADMINISTRATION Jurušs Māris, Kalderauska Sabīne Elza INTERMEDIALITY: A THEORETICAL DISCOURSE AND AN INTERPRETATIVE FRAMEWORK IN PERFORMANCE AND MEDIA STUDIES Kristberga Laine PATĒRĒTĀJU APMIERINĀTĪBAS VEIDOŠANĀS PROCESS MAZUMTIRDZNIECĪBĀ Liniņa Iveta, Zvirgzdiņa Rosita MANAGING MILLENNIAL COMMUNICATION PROFESSIONALS: CONNECTING GENERATION ATTRIBUTES, LEADERSHIP DEVELOPMENT, AND EMPLOYEE ENGAGEMENT Meng Juan, Reber Bryan H., Holley Rogers FEAR PROPAGANDA: FROM THE GREAT WAR TO THE MODERN COMMUNICATION Pedrini Pier Paolo, Villeneuve Jean-Patrick PROSOCIĀLAS RĪCĪBAS CENA Škuškovnika Daina RESPONSIBILITY AND EMOTIONAL INTELLIGENCE IN CONSTRUCTION Ziemele Ināra Editor-in-Chief: Assist.prof. Dr. paed. Aldis Baumanis, Turiba University, Latvia Co-editor-in-Chief: Mg.sc.ing., MBA Ivars Namatēvs, Turiba University, Latvia 8 Acta Prosperitatis ISSN 1691-6077 Publishing house of Turiba University Telephone: +371 67623521 Address: 68 Graudu Street , Riga, LV 1058 E-mail: [email protected] 8 ISSN 1691-6077 INTRODUCTION Journal of Turiba University Acta Prosperitatis No. 8 ISSN 1691-6077 Riga 2017 1 ACTA PROSPERITATIS 8 Journal of Turiba University Acta Prosperitatis No. 8 Editor-in-Chief Assist.prof. Dr. paed. Aldis Baumanis, Turiba University, Latvia Co-editor-in-Chief Mg.sc.ing., MBA Ivars Namatēvs, Turiba University, Latvia Executive Editors Assit.prof., PhD Suat Begeç, Çağ Univeristy, Turkey Prof. Dr.hab. Waldemar Dotkuś, Wroclaw University of Economics, Poland Prof. Dr.phil. Vladislavs Fomins, Vytautas Magnus University, Lithuania Assist.prof PhD, Aleksander Kobylarek, University of Wrocław, Poland Prof. Dr.paed. Ineta Lūka, Turiba University, Latvia Assoc.prof., Dr.iur. Kristina Miliauskaitė, Mykolas Romeris University, Lithaunia Prof. Dr.iur, Jānis Načisčiosnis, Turiba University, Latvia Prof. Dr.oec. Andrei Pochovyuk, Kremenchuk Mykhailo Ostrogradskyi University, Ukraine Prof. Dr. Steffi Robak, Leibniz Univeristät Hannover, Germany Prof. Dr.phil. Gregory Simons, Uppsala University, Sweden Assoc. prof. Dr.iur. Vladas Tumalavičius, The General Jonas Žemaitis Military Academy of Lithuania, Lithuania Assist.prof. Dr.ing.sc. Ilmārs Vīksne, Riga Technical University, Latvia When quoted the reference to the issue is mandatory Publisher Turiba University, Ltd. Head of Publishing House Daiga Rugāja Literary editor Assoc.Prof. Dr.paed. Diāna Rumpīte, Riga Technical University, Latvia © SIA “Biznesa augstskola Turība”, 2017, 120 p. 2 INTRODUCTION CONTENT INTRODUCTION ....................................................................................................................................... 4 VARIATIVE MODULE SYSTEM OF PROFESSIONAL DEVELOPMENT OF EDUCATIONAL INSTITUTION PRINCIPALS ................................................................................. 7 Arhipova Olga, Kokina Irēna POSSIBLE IMPLEMENTATION OF KEY ACCOUNT MANAGEMENT PRINCIPLES IN TAX ADMINISTRATION ...................................................................................................................... 24 Jurušs Māris, Kalderauska Sabīne Elza INTERMEDIALITY: A THEORETICAL DISCOURSE AND AN INTERPRETATIVE FRAMEWORK IN PERFORMANCE AND MEDIA STUDIES ................................................... 35 Kristberga Laine PATĒRĒTĀJU APMIERINĀTĪBAS VEIDOŠANĀS PROCESS MAZUMTIRDZNIECĪBĀ ...................................................................................................................... 53 Liniņa Iveta, Zvirgzdiņa Rosita MANAGING MILLENNIAL COMMUNICATION PROFESSIONALS: CONNECTING GENERATION ATTRIBUTES, LEADERSHIP DEVELOPMENT, AND EMPLOYEE ENGAGEMENT ........................................................................................................................................ 68 Meng Juan, Reber Bryan H., Holley Rogers FEAR PROPAGANDA: FROM THE GREAT WAR TO THE MODERN COMMUNICATION ................................................................................................................................ 84 Pedrini Pier Paolo, Villeneuve Jean-Patrick PROSOCIĀLAS RĪCĪBAS CENA ......................................................................................................... 98 Škuškovnika Daina RESPONSIBILITY AND EMOTIONAL INTELLIGENCE IN CONSTRUCTION ............... 107 Ziemele Ināra KOPSAVILKUMS .................................................................................................................................. 117 3 ACTA PROSPERITATIS 8 INTRODUCTION Aldis Baumanis, Dr.paed. Editor-in-Chief of the Journal of Turiba University Acta Prosperitatis, No. 8 Over the last decade, many studies in economics, law and communication have found that the current circumstances in these sciences form the conditions that will determine what comes next. New economic, technological, business or communication patterns are never created from nothing. They are constructed from the previously existing components. The new components in combination with other standards make possible the awareness of and proficiency in XXI century academia and industry trends. Nowadays, for a university to lead the market and take advantage of its positioning, it has to exploit research results, on both levels – theoretical and empirical. Researchers, academia and entrepreneurs are challenged to take “the best from research”, to be able to see problems and integrate proposals and solutions from multiple perspectives. Research direction planning is also challenging because of the need to understand the right information which, as a matter of fact, comes from many internal and external sources. It is essential to select and use the information that is reliable and valid. Next, in the research direction planning we must give due consideration to computerization. The increase of computational power since 2000 is measured in terms of magnitude. It continues to explode in terms of hardware, business intelligence and algorithms. Today we can recognize specific tools for modelling businesses, solution methods for investigating finances and optimization of decision making and applications in the public sector and industry. One point must be clear that computerization should close the gap between business entity practice and the frontiers of the best research methods. Readers of this volume of Acta Prosperitatis can get acquainted with the authors’ views regarding the key elements of today`s business and social environment, i.e. professional development process of the principals of educational institutions, the key account management in tax administration, difference between multimedia and intermedia, the process of creating customer satisfaction in retail, millennials, propaganda, the price of prosocial behaviour and emotional intelligence in construction industry. Olga Arhipova and Irēna Kokina, two researchers from Daugavpils University, Latvia, analyse the theoretical grounds of professional development opportunities of general education institutions in Latvia and in other countries. Their paper “Variative Module System of Professional Development of Educational Institution Principals” highlights the practical application of a variative module system, VMS, to assess the professional development process of the principals of educational institutions. The authors believe that one of the major factors in the existence of problems is incongruence of the professional system to the existing situation, setting goals to employees by principals and lack of knowledge. Using VMS self- assessment, respondents admit that the most serious problems in management are 4 INTRODUCTION caused by the lack of knowledge in law, applied psychology, ICT, foreign languages, strategic management, education management, personnel management, financial management, communication management, management of premises. Māris Jurušs and Sabīne Elza Kalderauska from Riga Technical University, Latvia, in their paper “Possible Implementation of Key Account Management Principles in Tax Administration” set out recommendations for the main common principles of key account management in tax administration. The research carried out by the authors of the paper confirms the assumption that the client relationship management must be adjusted and implemented in the tax administration through key account management. Consequently, the key account management principles should be integrated as the main tool by the State Revenue Service to increase loyalty of taxpayers and promoting paying taxes. The paper “Intermediality: A Theoretical Discourse and an Interpretative Framework in Performance and Media Studies” by Laine Kristberga Turiba University, Latvia, provides discourse analysis of the notion of ‘intermediality’ in performance and media studies, as well as its applicability as a creative and analytic approach in the debates on the polarization of the media. The author draws attention to the problematic status of media borders, as well as the challenges of ‘intermediality’ emphasizing the differences between ‘multimedia’ and ‘intermedia’. The major difference between ‘multimedia’ and ‘intermedia’ is that the media in ‘multimedia’ can be regarded by the viewer as separate, while in ‘intermedia’ or in ‘intermedial’ forms a conceptual fusion or hybridization, making it impossible to view only one of its origins. Iveta Liniņa

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