STRATEGIC CHANGE IN SMALL ENTERPRISES: AN OPTION OR AN OBLIGATION?

Daniela Ionita

Revista Economica, 2012, vol. Supplement, issue 3, 218-227

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.

Date: 2012
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