Introduction. Trends of global market evolution have influenced the emergence and development of clusters which are very well structured and, at the level of companies, they have encouraged the development of individual and professional networking processes. Networking thus becomes a resource that represents an opportunity offering potential organisational benefits, while being a process in which management principles and organisational communication elements are found.
Aim of the study. As a process, management aims at achieving the organisational objectives by using limited resources and by guiding systems within the context of a dynamic environment.
Keywords: networking, management, branding, planning.
