Dr. Tali Rezun published articles, business concepts and academic dissertations based on his work and experience in the past 20-years.
Dr. Tali Rezun, Denis Jazbec (2021)
Solana L1 Secured W2W dChat Communication Framework, FOURim Protocol Light Paper
Whenever we speak about online security we consider it a topic important to us. Securing your digital communications should be your highest priority when going online. Blockchain has always offered the promise of enabling secure, immutable W2W communication while retaining data and identity ownership, it is by design the perfect security tool. However, it could never really take off due to early-generation blockchains’ scalability and cost constraints. With the arrival of the Solana blockchain, on-chain instant messaging is becoming a reality. To address this issue the 4thTech developed a Solana-based dChat, which leverages L1s trust to provide end-to-end encrypted immutable on-chain messaging.
Keywords: web3, 4thpillar, 4thTech, dChat, internet, digital transformation, blockchain technology, decentralization, peer-to-peer, online trust, online security, online privacy, DLT, Solana blockchain
Research Article, Dr. Tali Rezun, (2020)
Initial steps toward blockchain enterprise adoption
Blockchain has been acknowledged and recognised also in the mainstream enterprise sector. With its ability to improve online trust, transparency, efficiency and cut the middle man, blockchain solutions are developing at a light speed with the potential to revolutionise enterprise digital communication and collaboration. With major benefits to create, store and exchange sensitive information like electronic data and documents, blockchain can substantially change the technological landscape as we know it. This article clarifies the basic steps towards blockchain enterprise adoption and acts as a guideline using two suitable project use-cases as examples; (1) HashNet as an advanced scalable blockchain network, and; (2) 4thtech as a blockchain application suite, that leverages trust provided by the blockchain to provide secure, immutable, instant cross-border electronic data and document exchange and eDelivery.
Keywords; blockchain, enterprise, adoption, private chain, public chain, DLT, hashnet, 4thtech, digital identity, electronic data exchange, document notarisation
Research Article, Dr. Tali Rezun, (2019)
Is Blockchain the missing internet link? Reality, Integration, Adoption and Mainstream
The internet changed the way we live, it opened the ways of unlimited communication and revolutionised access to information, but it failed greatly in regards to our personal digital freedom. Instead of providing trust, granted privacy, security, auditability, peer-to-peer communication, simplification and digital money, it evolved into a system of global intermediaries, that manipulate our private data and charge a percentage for every interaction. There is a new technology at the horizon called blockchain, that in its core excludes any intermediary’s, it brings peer-to-peer communication, online trust, security, privacy, authenticity, identity, synchronize ledger and much more. Could this be the long-awaited solution that could upgrade the internet and how it’s evolving?
Keywords: internet, digital transformation, cryptocurrency, blockchain technology, decentralisation, peer-to-peer, online trust, online security, online privacy, libra
Dr. Tali Rezun & 4thTech team (2017 - 2021)
The 4thpillar Technologies (i.e. 4thtech) Whitepaper
The internet changed the way we live, it opened the highway to unlimited communication and revolutionized access to information, but it failed greatly regarding our digital freedom and security. Instead of providing a safe environment for online communication, the internet evolved into a system of centralized intermediaries which enable mass surveillance and data mining to enforce intrusive ad campaigns or sell our data as they see fit. Furthermore, current Web2 services established models that prevent users to own their data or their identities. Now more than ever secure online communication, privacy and data ownership are becoming more and more important as we depend on them every day. Enters 4thTech (i.e. 4thpillar Technologies) with Web3 first L1 secured E2EE dMail & dChat W2W on-chain communication infrastructure. The initiative strives to enable a self-sovereign framework of on-chain data exchange and ownership representation while leveraging the power of blockchain to facilitate true Web3 security. The protocols in its core prevent ads, tracking and data mining! This whitepaper was written as a hybrid addressing the 4thTech product benefits and solutions. Over 200+ project whitepaper versions were written before the last published version.
Keywords: 4thpillar, 4thtech, dID, dMail, dChat, dNotary, FOURdx, FOURid, FOURns, FOURim, FOUR, digital transformation, blockchain technology, decentralization, peer-to-peer, online trust, online security, online privacy, DLT
Research Article, Dr. Tali Rezun, (2019)
Online Brand Awareness, Brand Equity and the importance of Professional Value-Added Content
This research article deals with online brand awareness, brand presence, brand trust and brand equity. The research article was constructed to explore alternatives to paid online brand promotion and to offer a different perspective to online branding. Part of the research, literary review and implementation is directly sourced from Dr Rezun doctorate dissertation “Company Generated Problem-Solving Content on Social Media (SM) and Online Brand Equity: Designing and Testing a Model for Its Effectiveness”. This research article, also emphasises the importance of professional value-added brand content in the context of brand reference and reveals the components behind the online brand awareness building process.
Keywords: online brand awareness, brand equity, corporate identity, online brand presence, online brand exposure, brand trust, business performance
Research Article, Dr. Tali Rezun, (2019)
Artificial Intelligence is here! Reality, Integration, Research, and Adoption
Artificial Intelligence (i.e. AI) is already a part of our lives. It impacted the way we interact, shop, travel, work, do business and challenge our society and culture, while becoming a vital part of self-driving cars, trucks, healthcare diagnostics, IoT, stock market, surveillance, military, agriculture, advanced manufacturing, robotics, etc. Artificial Intelligence has the potential to be the next step towards a new industrial revolution and can change human evolution altogether, but with all that disruptive change, big questions and topics are emerging, that will sooner or later need to be addressed; (1) human versus machine dilemma; (2) What is intelligence?; (3) Will Artificial Intelligence enhance our life or threaten our survival?; (4) How will AI change the nature of our jobs?
Keywords: artificial intelligence, ai, internet, digital transformation, big data, singularity, machine learning, neural networks
DBA Manual, Dr. Tali Rezun
The DBA dissertation Guidebook
A DBA (i.e. doctor of business administration) is one of the most advanced and prestigious degrees in business education. Usually, a DBA is an upgrade to an MBA (i.e. master of business administration) for individuals that need to continue their education. DBA programs provide professionals and executives, with advanced research skills and wider perspective needed to manage, lead, plan or research.
The DBA Guidebook has been created to provide potential and current DBA students overview to DBA writing process. Guidebook opens explanations to dissertations main chapters, provides writing tips and deeper understanding into methodology choices.
Keywords: DBA, dissertation, guidebook, writing a thesis, doctor of business administration
Doctorate of Business Administration (DBA), Tali Rezun (2012 - 2018)
Company Generated Problem-Solving Content on Social Media (SM) and Online Brand Equity: Designing and Testing a Model for Its Effectiveness
Based on 15 years of online experience and research dealing with online brand positioning and advanced technologies the doctorate dissertation emerged. Doctorate dissertation (i.e. DBA) titled: “Company Generated Problem-Solving Content on Social Media (SM) and Online Brand Equity: Designing and Testing a Model for Its Effectiveness” deals with online model development using professional value-added content with a purpose to aid small and mid-sized enterprises promote their brands online. The four year research period from 2012 to 2016, followed company “Naton HR” as the main research subject using dissertation model to position its brand online. Data was collected and the model confirmed. The importance of professional content and its positive effect on brand visibility and business performance has become an exceedingly important marketing issue. To date, there has been limited empirical literature on professional “content-type” in social media (SM). However, there is consensus among researchers that content has a positive effect on brand exposure, and, in fact, results in improved company sales.
Keywords: online marketing, online brand positioning, social media, digital content, online technologies
Research Business Model, Dr. Tali Rezun
Conceptual business effect model on the positive effect of firm generated problem solving content on social media and online brand equity
This model is a general online business model, derived from observation and extant theories which may be adopted by small and medium-sized companies, (b) the model and its underlying theory provided general guidance for online support building brand equity and online business exposure, and (c) the model offers detailed support, general guidance, and an explanation of proposed processes to SMEs companies, though other industries may take alternate approaches when applying the model.
There are few available and proven business models available about online marketing in the fast-paced, quickly changing global online business environment. Many companies lack the knowledge to adapt and to support online business development (Ha, 2005). To address the problem, a business model was developed as part of doctorate dissertation (i.e. Company Generated Problem-Solving Content on Social Media (SM) and Online Brand Equity: Designing and Testing a Model for Its Effectiveness A dissertation submitted in partial fulfilment for the degree of Doctor of Business Administration) to help companies develop successful online marketing campaigns and to position their brands in existing new social media environment.
The results from testing the model showed positive results on higher brand equity and exposure and resulted in better business performance and overall recognition in the targeted region. This confirmation of the model is one of the major contributions of related study because it maps a possible path and process for other companies to follow and modify accordingly. The model is effective, is easy to use, and is suitable for use by other companies.
Keywords: content model, business online model, social media content, online brand positioning model
Research Article, Dr. Tali Rezun (2018 - 2019)
Identifying key quality factors of a small hotel: Article researching Business Success Model of a High-quality Small Hotel in Ljubljana
The purpose of this research article was to construct a guidebook, identifying the key quality factors that forge a successful small high-quality hotel business model. The research reveals and identifies the key success components needed for a successful high-quality small hotel to operate.
Keywords: small hotel, small hotel quality, small hotel success factors, city hotel, boutique hotel