A P.E.S.T. ANALYSE OF THE MARKETING ENVIRONMENT OF THE ROMANIAN SME SECTOR DURING THE LAST FINANCIAL CRISIS YEARS

Mariana Lucretia Constantinescu and Andreea Cojoaca (Panagoret)
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Mariana Lucretia Constantinescu: ‘Valahia‘ University of Targoviste
Andreea Cojoaca (Panagoret): ‘Valahia‘ University of Targoviste

Annales Universitatis Apulensis Series Oeconomica, 2011, vol. 2, issue 13, pages 44

Abstract: The health of an economy depends, no doubt, by the dynamic of SME sector andtheir level success on the domestic and international markets.Our work aims a PESTLE analysis of the Romanian SME sector after 2008 year when theywere felt the effects of the global financial crisis and to emphasize the powerful adaptivemanagement process continues to change the demand and to identify, also, the effectivetactics to the companies level to reduce the negative impacts and threats because of themacroeconomic context of today, less favorable to SME of Romania.The reflection will bring the possible macroeconomic and sectorial consequences in terms forthe economy of Romania in the coming years and the measures that must be take in place tomitigate these consequences of the Romanian SME sector which represents 96% of theRomanian economy.

Keywords: marketing environment turbulence; financial crisis; macroeconomic consequences; Romanian SME sector dynamic; sector attractiveness (search for similar items in EconPapers)
JEL-codes: M16 M21 M31 O52 (search for similar items in EconPapers)
Date: 2011
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Persistent link: http://EconPapers.repec.org/RePEc:alu:journl:v:2:y:2011:i:13:p:44

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