IDEAS home Printed from https://ideas.repec.org/a/alu/journl/v2y2012i14p35.html
   My bibliography  Save this article

The Place Of Strategic Marketing In The Preoccupations Of The Small And Medium Enterprises From Dã‚Mboviå¢A County

Author

Listed:
  • Ana -Lucia Ristea
  • Constanta Popescu
  • Delia Mioara Popescu

Abstract

In the present stage of the Romanian national economy, in the context of the continual changes caused by globalization and by the market dynamics in the context of the international economic crisis, in order to assure the success and the competitive advantage for one's own business, it is imperative to align one's economic policy to the international standards. The present research aims to approach this topic, which is both necessary and actual, by means of an analysis of the way in which the small and medium enterprises (SMEs), on the one hand, and the great companies, on the other hand, use the opportunities provided by strategic marketing to adapt themselves to the new realities. The question is: Why is it that almost half of the SMEs do not manage to go beyond their first five years of existence? What strategies should they adopt to resist and to develop in an environment where competition is so intense? The object of the present scientific paper is to determine the place occupied by strategic marketing in the preoccupations of the SMEs in Dâmboviţa County. In order to attain this goal, we have completed a marketing research whose goal was to determine the position of the place occupied by strategic marketing in the preoccupations of the SMEs from Dâmboviţa County.

Suggested Citation

  • Ana -Lucia Ristea & Constanta Popescu & Delia Mioara Popescu, 2012. "The Place Of Strategic Marketing In The Preoccupations Of The Small And Medium Enterprises From Dã‚Mboviå¢A County," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(14), pages 1-35.
    • Handle: RePEc:alu:journl:v:2:y:2012:i:14:p:35
    as

    Download full text from publisher

    File URL: http://oeconomica.uab.ro/upload/lucrari/1420122/35.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Manu, Franklyn A. & Sriram, Ven, 1996. "Innovation, marketing strategy, environment, and performance," Journal of Business Research, Elsevier, vol. 35(1), pages 79-91, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Régis Coeurderoy & Rodolphe Durand, 2001. "La cohérence des choix stratégiques:l'impact des décisions d'entrée et des stratégies génériques sur la performance organisationnelle des firmes," Revue Finance Contrôle Stratégie, revues.org, vol. 4(3), pages 57-88, September.
    2. Aspara, Jaakko & Tikkanen, Henrikki, 2013. "Creating novel consumer value vs. capturing value: Strategic emphases and financial performance implications," Journal of Business Research, Elsevier, vol. 66(5), pages 593-602.
    3. Alok Kumar Singh & Jyoti Verma & Rajeev Verma, 2020. "Understanding Role of Market-orientated IT Competence and Knowledge Sharing Mechanism in Gaining Competitive Advantage," Global Business Review, International Management Institute, vol. 21(2), pages 418-435, April.
    4. Simpson, Penny M. & Siguaw, Judy A. & Enz, Cathy A., 2006. "Innovation orientation outcomes: The good and the bad," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1133-1141, October.
    5. Geanina COLAN & Sofia TOTOLICI, 2014. "Permanent Training Of Adults Within Globalization Framework," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 183-188.
    6. Erkut Altindag & Cemal Zehir & A. Acar, 2011. "Strategic Orientations and Their Effects on Firm Performance in Turkish Family Owned Firms," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 1(1), pages 18-36, June.
    7. Frambach, Ruud T. & Prabhu, Jaideep & Verhallen, Theo M.M., 2000. "The influence of business strategy on new product activity : the mediating role of market orientation," Serie Research Memoranda 0034, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    8. Durand, Rodolphe & Coeurderoy, Regis, 2001. "Age, order of entry, strategic orientation, and organizational performance," Journal of Business Venturing, Elsevier, vol. 16(5), pages 471-494, September.
    9. Coeurderoy, Regis & Durand, Rodolphe, 2004. "Leveraging the advantage of early entry: proprietary technologies versus cost leadership," Journal of Business Research, Elsevier, vol. 57(6), pages 583-590, June.
    10. Frambach, R.T. & Prabhu, J.C. & Verhallen, T.M.M., 2003. "The influence of business strategy on new product activity : The role of market orientation," Other publications TiSEM 64c2e300-9f26-4178-ba34-2, Tilburg University, School of Economics and Management.
    11. Raya Sulistyowati, 2021. "Does Impact of Entrepreneurial Literacy and Digital Literacy on a Businessmen Who Influences the Strategy to Maintain SME in The Pandemic Era?," Technium Social Sciences Journal, Technium Science, vol. 18(1), pages 83-94, April.
    12. Marlenne G. Velazquez-Cazares & Anna M. Gil-Lafuente & Ernesto Leon-Castro & Fabio Blanco-Mesa, 2021. "Innovation capabilities measurement using fuzzy methodologies: a Colombian SMEs case," Computational and Mathematical Organization Theory, Springer, vol. 27(4), pages 384-413, December.
    13. Frambach, Ruud T. & Schillewaert, Niels, 2002. "Organizational innovation adoption: a multi-level framework of determinants and opportunities for future research," Journal of Business Research, Elsevier, vol. 55(2), pages 163-176, February.
    14. Selma Regina Martins Oliveira & Roberto Sbragia, 2015. "Modelling to assess the impact of technological innovation capacity in the performance of high complexity environments," International Journal of Business Performance and Supply Chain Modelling, Inderscience Enterprises Ltd, vol. 7(1), pages 12-35.
    15. Bruton, Garry D. & Rubanik, Yuri, 2002. "Resources of the firm, Russian high-technology startups, and firm growth," Journal of Business Venturing, Elsevier, vol. 17(6), pages 553-576, October.
    16. repec:thr:techub:10018:y:2021:i:1:p:83-94 is not listed on IDEAS
    17. De Rooij, Mariska M.G. & Janowicz-Panjaitan, Martyna & Mannak, Remco S., 2019. "A configurational explanation for performance management systems' design in project-based organizations," Other publications TiSEM edcb4bed-2636-4985-97ab-8, Tilburg University, School of Economics and Management.
    18. Michael Sheppard, 2023. "The behavioural gap between entrepreneurial SME’s and high growth: evidence from Canada," International Entrepreneurship and Management Journal, Springer, vol. 19(1), pages 427-449, March.
    19. Wu, Chih-Wen, 2016. "The international marketing strategy modeling of leisure farm," Journal of Business Research, Elsevier, vol. 69(4), pages 1345-1350.
    20. Che-Ha, Norbani & Mavondo, Felix T. & Mohd-Said, Saad, 2014. "Performance or learning goal orientation: Implications for business performance," Journal of Business Research, Elsevier, vol. 67(1), pages 2811-2820.
    21. Anna Kwiotkowska & Magdalena Gebczynska, 2021. "Causal Pathways of Innovation Orientation, Sustainability, Leadership and Social Performance," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 32-54.

    More about this item

    Keywords

    strategic marketing; competitive advantage; critical success factors;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:alu:journl:v:2:y:2012:i:14:p:35. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dan-Constantin Danuletiu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.