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Strategic Change In Small Enterprises: An Option Or An Obligation?

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  • IONITA Daniela

Abstract

Strategic change is an important research topic especially in times of economic crisis. The goal of the present research is to study how small companiesmarketing strategies have evolved during the economic crises. Change was assessed from a context, content and process perspective and results show a variety of outcomes. Small companies are bound by entrepreneurs` core competencies. Thus a radical change is unlikely. The most frequently changed strategies arerelated to product, while positioning and pricing strategies are the most inflexible. Those who tried several changes seem to be in a better position.

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  • IONITA Daniela, 2012. "Strategic Change In Small Enterprises: An Option Or An Obligation?," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 0(3), pages 218-227.
    • Handle: RePEc:blg:reveco:v:supplement:y:2012:i:3:p:218-227
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    File URL: http://economice.ulbsibiu.ro/revista.economica/archive/suplimente/Volume3-2012.pdf
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