Dr. Tali Rezun published articles, business concepts and academic dissertations based on his work and experience in the past 20-years.

Online Brand Awareness - OBA

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 are 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 topics:


The importance of online brand awareness and professional value-added content with its positive effect on brand equity and business performance has become an exceedingly important marketing issue.


OBA (Online Brand Awareness) is a process, that combines professional value-added content, use of advanced web technologies, use of advanced SEO techniques and the use of Social Media. OBA results in brand positioning, brand exposure and online brand equity.

Brand Equity

Brand equity has been defined as a set of brand assets and liabilities that are linked to the brand's name and symbol (Verbeeten & Vijn, 2010).

Brand Concept

Brand development is a complex process involving creation of a unique brand image which represents the product and attracts consumers’ attention. A brand needs to associated with a deeper meaning and value, that consumers can later identify with.

Professional Value-Added Content

The importance of professional content and its positive effect on brand awareness and business performance has become an exceedingly important marketing issue (Botha, Farshid, & Pitt, 2011).

Artificial Intelligence is here!

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

Research article topics:


Artificial Intelligence history goes to 1930s when the Turing machine was invented, that could, in theory, do all the calculations that humans were able to do. According to Max Little (2017), the practice started to take off later when AT&T labs invented a transistor and the microchip, and with that started an era of microcomputers.

Intelligence Defined

The definition of intelligence is controversial, some groups of psychologists have defined it as; A very general mental capability that, among other things, involves the ability to reason, plan, solve problems, think abstractly, comprehend complex ideas, learn quickly and learn from experience.

The Technology Behind AI

WIPO (2019), devised a framework of AI understanding, dividing AI-related technologies to three groups; (1) machine learning; (2) functional application, such as speech recognition and computer vision, and; (3) telecommunication and transportation.

Future Jobs, Adoption, and Integration

In 1980s, Owen (1988) envisioned AI possibilities in; (1) farming, using computer-controlled robots, that could control pest, prune trees and harvest mixed crops: (2) manufacturing, where computer-controlled robots could execute dangerous and boring assembly, inspections and maintenance jobs; (3) medical care, where computers could help with diagnosis, monitor patients, manage treatment and make beds, and; (4) household work, where machines could mow the lawn, do the laundry and perform maintenance chores.


Artificial Intelligence is here! Reality, Integration, Research, and Adoption research article and overview tries to shed some light on the AI open questions. The article tried to establish, the relation between nature and machine and provided the reader's facts to draw their own conclusions. For now, one thing is clear, nature and machines cannot be equal.

Is Blockchain the missing internet link?

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 in to 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-waited 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

Research article topics:


As an answer to 2008 global financial crisis Bitcoin was created, as a decentralised, independent digital cash network, that operated above the internet, out of banks and institutional reach. Soon the innovation of its backing technology (i.e. blockchain) was discovered as it could offer permissiveness solution to online privacy, security, digital identity, authenticity, peer-to-peer transactions and much more.

Blockchain recognition and adoption by constitutional organizations

To achieve fastest worldwide adoption several challenges should be overtaken; (1) establishment of legal regulatory and governance framework that could be adopted world-wide; (2) synchronise the competing interests, and; (3) achieving infrastructure replacement or upgrade.

Adoption by Big Banks and Big Tech

It took a few years for the Big Banks and Big Tech to officially acknowledge cryptocurrencies, blockchain technology and discard the offense position. The benefits of the technology are just too hard to dismiss.

The mainstream adoption

To achieve blockchain global scale adoption, there are still open network issues to address like transaction cost, scalability and energy consumption. According to The Cryptocurrency Consultant (2019), Vitalik Buterin (i.e. Ethereum founder) presented the concept of Ethereum 2.0 in detail.


The possibility to enable access to financial instruments to over 1.7bn underbanked people is truly revolutionary. Blockchain could solve open questions in the fields of finance, insurance, notary functions, supply chain management, identity, privacy and digital rights management, IOT (i.e. internet of things), state administration, online security, seaborne cargo tracking, 4D printing, quantum computing, augmented data discovery, machine learning, autonomous driving, virtual reality and much more.

DBA - Guidebook

DBA manual by 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 in to methodology choices.  

Keywords: DBA, Dissertation, Guidebook

DBA Guidebook main topics:

DBA Proposal

The beginning phase of the DBA study begins with dissertation proposal. The dissertation proposal consists of first three chapters and APA-style references list.

DBA Chapters and Structure

DBA dissertation consists of four, sometimes five chapters, depending on the study. Chapter one presents the study foundations, chapter two covers the literature review, chapter three explores the research method and chapter four covers findings and discussion.

Chapter one

Chapter one covers the introduction and background of the problem the study is addressing. More importantly the chapter addresses applied research, identify and solve an applied business problem and presents empirical arguments.

Chapter two

Chapter two stands for review of the professional and academic literature where theoretical/conceptual framework must be reported.

Chapter three

Chapter three or research method and design, provides extensive examination and justification of the study nature, research design and data collection.

Chapter four

Chapter four is a chapter of findings presentation. In chapter four, tests, tables, variables, statistics, answers to research questions and results are presented.


“The biggest challenge lies in literature organisation needed to complete literature review (e.g. citations, quotes, written existing materials for specific topic). Literature content organisation can be done manually (i.e. photocopying the chosen segments and arranging them like a puzzle to complete the big picture), or it can be done digitally” (Rezun, 2019).

DBA - Chapter 1

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 SEO, social media and brand positioning the doctorate dissertation emerged. Doctorate dissertation (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, Content

Chapter 1 topics:


The importance of professional content and its positive effect on brand visibility and business performance has become an exceedingly important marketing issue (e.g., Botha, Farshid & Pitt, 2011; Cheng, 2012; Kumar, et al., 2016; Schweidel & Moe, 2014)

Purpose Statement

The aim of this dissertation is to test a model developed by the researcher to aid small and mid-sized enterprises (SMEs) to promote their brands online.

Research Objectives

The research objective of this dissertation is to provide effective support for online marketing strategies for those companies that currently have an online presence or desire one.

Research questions

Three research questions have been posed to test the model presented in this dissertation.

Research Methods

This study employs qualitative and quantitative or mixed methods.

Data Collection

Qualitative data were collected in several ways.

Significance of the study

This study seeks to test a model that could possibly assist companies in developing a successful online marketing presence on their websites. By applying the model to their companies, marketers and marketing campaigns can better position company brands in highly competitive new social media (SM) environments.

Assumptions and Limitations

There are six assumption and limitations in this study.

Online Brand Business Content Model

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 adapted 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 fulfillment 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

Paper Chapters:


There are few available and proven business models available about online marketing in the fast-paced, quickly changing global online business environment.

Model Legend

Describing model shapes and what they represent.

Business Model

Graphic representation of conceptual business effect model on the positive effect of firm generated problem solving content on social media and online brand equity.

Identifying key quality factors of a small hotel - 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 successful high-quality small hotel to operate.

Keywords: Small Hotel, Small Hotel Quality, Small Hotel Success Factors, City Hotel

Research article topics:


Hotel is often referred as a “Home away from home” (LE, N. 2010). According to Maria, I., Madalina, T., Catalina, B., & Diana, I. (2008), tourism is a sector in which the structure of supply is extremely volatile and the solid and consistent part is the demand.

Research subject

To gather most valuable, up to date information, a real hotel business is a part of this research article. The research subject is a new four-star hotel in Slovenian capital Ljubljana.

Hotel Quality Definition

According to AA Quality Standards for Hotels, there are five levels of quality ranging from One to Five Stars. To obtain a higher star rating a progressively higher quality and range of services and physical facilities should be provided across all areas with particular emphasis in six key areas.

Findings and Discussion

Upon review of the available literature and the research done at the chosen small Ljubljana hotel, key success factors were determined; (1) location; (2) room quality; (3) bed quality; (4) breakfast, and; (5) hospitality.

Conclusion and Implications

The main goal of this research article, was to Identify key quality factors needed for a small city hotel to succeed. Literary review clearly established, that Small hotel have specific advantages over big ones.

The 4th Pillar - Project Whitepaper

Dr. Tali Rezun & 4thPillar team (2017 - 2020)

The 4th Pillar Whitepaper

Based on 10 years of experience from the human resource industry, creation of new possibilities in the field of blockchain technology and the need for sensitive document exchange and digital identity,  the idea behind 4th Pillar presented itself. Dr. Rezun started to develop the 4th Pillar project in the year 2017. The programming began in October 2017 and the project started to develop. In October 2018 working BETA was released proving the founder’s theory. Working product is online and available for testing. Whitepaper is the essential project document, project blueprint where the ideas are constructed and the foundations are made. Over 200+ project whitepaper versions were written before the finished version.

Keywords: The 4th Pillar, Blockchain, DLT, eDelivery

Whitepaper topics:


Exchanging sensitive documentation or merely digital assets should be as easy as exchanging information. Blockchain technology proposes the ideal foundation to make this a reality.

What and Why?

The 4th Pillar products combine several advanced technologies and deliver blockchain based EU compliant solutions, more specific 4th Pillar products solve document exchange and digital identity challenges. Our infrastructure combines unique functions and functionality and can be easily applied to any industry.


4th Pillar infrastructure currently consists of four finished blockchain-based products; (1.) FOURdx (i.e. document exchange protocol/eDelivery); (2.) FOURid (i.e. digital identification mechanism); (3.) Chrome ADD-ON (i.e. Google-extension with build in asset management), and; (4.) HI-WISE (i.e. hardware & mobile wallet of the future).


First operational and functional document exchange protocol based on blockchain technology.

Legal aspects

Most of the digital activities and document exchanges run through emails, which is not a safe and EU compliant way of eDelivery. The solutions offered by the 4th Pillar solve just that. 4th Pillar platform provides secure, fast, EU compliant and technically refined solutions.