Athens Journal of

Business & Economics

Volume 1, Issue 1, January 2015

Table of Contents
President's Message 5
Editor's Note 7
ARTICLES
Comparative Advantage and Competitive Advantage: An Economics 9
Perspective and a Synthesis
Satya Dev Gupta
Exporting B2B Solutions: The Impact and Contribution of Using Social 23
Media
Ziad Abdelmoety and Spiros Gounaris
The Role of Attitudes and Ethicality on Branded Video Games 41
(Advergames) Acceptance
Joaquin Aldas-Manzano, José Martí-Parreño, Carla Ruiz-Mafe and
Lisa Scribner
Are we talking the Same Language? Challenging Complexity in 49
Country Brand Models
Fabiana Mariutti and Ralph Tench
Economic Aspects of Milk Production in Organic and Conventional 63
Specialised Dairy Farms in Poland
Marcin Żekało
Announcements 73

Published by
The Business & Law Research Division &
The Economics Research Unit of
The Athens Institute for Education and Research
 Athens Journal of Business & Economics
A journal of The Business & Law Research Division & The Economics Research Unit of
The Athens Institute for Education and Research
ISSN NUMBER: 2241-794X
President of Editorial Board of ATINER's Publications
Dr. Gregory T. Papanikos, President, ATINER
Editor-in-Chief of ATINER's Publications
Dr. George Poulos, Vice President of Research, ATINER &
Professor Emeritus, University of South Africa
Editor of this Journal
Dr. Christos Sakellariou, Vice President of Finance, Athens Institute for Education and
Research (ATINER) & Associate Professor of Economics, Nanyang Technological
University, Singapore.
Editorial and Reviewers' Board of this Journal
Dr. Panos Petratos, Vice President of ICT, ATINER & Associate Dr. Rogelio Ladron de Guevara Cortes, Academic Member, ATINER &
Professor, Department of Computer Information Systems, California Professor-Researcher, University of Veracruz, Mexico.
State University (Stanislaus), USA. Dr. Georg Dutschke, Professor and Researcher, Universidad de Sevilla,
Dr. Michael P. Malloy, Director, Research Division of Business & Law, Spain.
ATINER & Distinguished Professor of Law, University of the Pacific, Dr. Vasilios Filios, Academic Member, ATINER & Professor of
USA. Accounting, University of Patras, Agrinio, Greece.
Dr. Sharon Claire Bolton, Head, Management Research Unit, ATINER Dr. Guthlac Nkem Kirk Anyalezu, Professor, University of Phoenix and
& Professor and Head, the Management School, University of Stirling, Austin Community College, USA.
UK. Dr. Max M. North, Professor of Management Information Systems,
Dr. David A. Frenkel, LL.D., Head, Law Research Unit, ATINER, Director of Visualization & Simulation Research Center, School of
Professor, Carmel Academic Centre School of Law, Haifa & Emeritus Engineering Technology & Management, Southern Polytechnic State
Professor, Guilford Glazer Faculty of Business and Management, Ben- University, USA.
Gurion University of the Negev, Beer-Sheva, Israel. Dr. Panayotis Zamaros, Academic Member, ATINER & Professor,
Dr. Peter Koveos, Head, Accounting & Finance Research Unit, Academic Counsellor, University IFM, Switzerland.
ATINER & Professor of Finance, Syracuse University, USA. Dr. Srinivasan Kannan, Additional Professor, Sree Chitra Tirunal
Dr. John Roufagalas, Head, Economics Research Unit, ATINER & Institute for Medical Sciences and Technology, India.
Professor of Economics, Troy University, USA. Dr. Rajendra Kumar Saxena, Academic Member, ATINER & Head,
Dr. Cleopatra Veloutsou, Head, Marketing Research Unit, ATINER & Department of Sociology, Government Dungar College, India.
Senior Lecturer in Marketing, Department of Business and Dr. Mahalaya Chatterjee, Associate Professor & Director, Centre for
Management, University of Glasgow, Scotland. Urban Economic Studies, University of Calcutta, India.
Dr. George Saridakis, Director of Doctoral Programmes, Kingston Dr. Nick Marudas, Associate Professor of Accounting, Department of
Business School, Kingston University & Professor of Small Business Business and Economics, Stetson School of Business, Mercer
and Entrepreneurship, Kingston Hill, Kingston Upon Thames, UK. University, USA.
Dr. Jayanta Kumar Parida, Dean & Chairman, Department of Dr. Mehdi Abedi, Assistant Professor, Tarbiat Modares University, Iran.
Commerce & Management Studies, Utkal University, India. Dr. Hamidreza Alipour, Assistant Professor, Islamic Azad University,
Dr. Moha A. Abdullah, Professor, Faculty of Economics and Iran.
Management Sciences, International Islamic University of Malaysia, Dr. Elena Bundaleska, Assistant Professor, University American College
Malaysia. Skopje, Skopje.
Dr. Guthlac Nkem Kirk Anyalezu, Academic Member, ATINER & Dr. Jayanta Kumar Dwibedi, Assistant Professor, BKC College, West
Professor of Economics, University of Phoenix and Austin Community Bengal State University, India.
College, Austin Texas USA, USA. Dr. Leng Ho Keat, Assistant Professor, Nanyang Technological
Dr. Michael Barbas, Academic Member, ATINER & Professor, Sharda University, Singapore.
University, India. Dr. Ho Keat Leng, Assistant Professor, National Institute of Education,
Dr. David Chaplin, Academic Member, ATINER & Professor, Singapore.
Northwest Nazarene University, USA. Dr. Esin Sayin, Assistant Professor, Adnan Menderes University, Turkey.
Dr. Hyung-Jai Choi, Professor, Korea University-Sejong, Sejong, Korea. Dr. Alka Chadha, Visiting Assistant Professor, Indian Institute of
Dr. Jadvyga Ciburiene, Professor, School of Economics and Business, Management, India.
Kaunas University of Technology, Lithuania. Dr. Dimitrios Syrrakos, Senior Lecturer, Manchester Metropolitan
Dr. Satya Dev Gupta, Professor, St. Thomas University, Canada. University, UK.
Dr. Vandana Gupta, Professor, Faculty of Finance & Accounting, Dr. Navid Mollaee, Lecturer, University of Applied Science and
School of Management, Delhi University, India. Technology, Iran.
Managing Editor
Ms. Afrodete Papanikou
Offices
Athens Institute for Education and Research
8 Valaoritou Street, 10671 Athens, Greece
Phone: + 30 210 3634210 Fax + 30 210 3634209
Email: info@atiner.gr
URL: http://www.atiner.gr/journals/business.htm
Athens Journal of Business & Economics
Volume 1, Issue 1, January 2015

Table of Contents
President's Message 5
Editor's Note 7
ARTICLES
Comparative Advantage and Competitive Advantage: An Economics 9
Perspective and a Synthesis
Satya Dev Gupta
Exporting B2B Solutions: The Impact and Contribution of Using Social 23
Media
Ziad Abdelmoety and Spiros Gounaris
The Role of Attitudes and Ethicality on Branded Video Games 41
(Advergames) Acceptance
Joaquin Aldas-Manzano, José Martí-Parreño, Carla Ruiz-Mafe and
Lisa Scribner
Are we talking the Same Language? Challenging Complexity in 49
Country Brand Models
Fabiana Mariutti and Ralph Tench
Economic Aspects of Milk Production in Organic and Conventional 63
Specialised Dairy Farms in Poland
Marcin Żekało
Announcements 73
 President's Message

The Athens Institute for Education and Research (ATINER) is pleased to

announce the publication of a number of peer reviewed, open access
journals of original research work. Most of the articles will be selected
from the numerous papers that have been presented at the various annual
international academic conferences organized by the different research
divisions and units of the Athens Institute for Education and Research.
The plethora of papers presented every year will enable the editorial
board of each journal to select the best, and in so doing produce a top
quality academic journal. In addition to papers presented, ATINER will
encourage the independent submission of papers to be evaluated for
publication.

The current issue is the first of the Athens Journal of Business and
Economics published by the Business & Law Research Division &
The Economics Research Unit of the Athens Institute for Education and
Research (ATINER).

The Head of the The Economics Research Unit is member of the Editorial
Advisory Board. The Academic Members of the research unit are
members of the Editorial Board and will assist the editor and the Editorial
Advisory Board with the peer reviewing of all submitted papers.
Currently, the academic members of the five research units consist of
over 100 international experts from about 50 countries.

Gregory T. Papanikos
President
Athens Institute for Education and Research
 Editor's Note

About AJBE

The Athens Journal of Business & Economics, is a quarterly international

academic journal publishing original and innovative research articles in
the fields of business and economics (including aspects combining
business and economics with other fields of inquiry).The articles are
double blind peer-reviewed by international scholars with strong
academic and research backgrounds in their areas of expertise.

The Athens Journal of Business and Economics journal is managed by

the Business Research Division of the Athens Institute for Education and
Research (ATINER). The majority of published articles, are specially
selected from papers that have been presented at annual international
academic conferences, organized by various research divisions and units
of ATINER. However, independent submissions are equally welcome.
To ensure a high-quality standard of publication, the best papers are
selected by the Editorial Board of the Athens Journal of Business &
Economics.

Aim & Scope

The Athens Journal of Business & Economics aims to promote

interdisciplinary studies on issues of theoretical and practical importance,
concerning all aspects relating to the broad field of business and
economics with local, national, regional and global implications, thus
contributing to the international literature on these disciplines.

Articles appropriate for publication consideration in the AJBE journal

should relate to original studies in accounting, finance, economics,
international business, management, marketing SME’s, entrepreneurship
and innovation etc.