Modern Strategies for a Performing Company Management

Beside product quality, distribution and promotion, we have a justified tendency to appraise an asset against its market price. Customers and competition are analysed from the point of view of the microenvironment. In the case of the macro-environment the attention is directed to the continuous study of all the aspects of the environment, market survey and forecast of changes according to various possible scenarios and to the analysis of the actual potential exerted by change on the capacity of companies to meet the requirements of its customers or of the targeted public. As regards the actual ways used by companies to expand their activities beyond the borders of the country of origin we distinguish five variants of strategic market penetration: indirect export, direct export, licensing, the joint venture and the direct investment abroad. The intellectual property has a paramount importance for these approaches since its highlights, its justification with solid arguments backed up by a professional appraisal and value negotiation, can contribute to a fair transaction of the entire or only part of the targeted company.