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Business Portfolio Strategic Planning Process – A Pertinent Marketing Solution for the Worldwide Companies Facing the Global Economic Crisis

Author

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  • Ionescu Florin Tudor

    (Bucharest Academy of Economic Studies, Marketing Faculty)

Abstract

Top level managers currently operate in a business environment characterized by dynamism and complexity. Thus, the best way to cope with an uncertain future requires managers to prepare for this now by anticipating those influencing factors that can cause changes in the internal and external environment of the company. Therefore, taking into account the uncertain economic conditions, the market dynamics, the fundamental changes in the attitudes and aspirations of the consumers along with the strong growth of the political role and interventions in the economy, currently characterizing both Romania and other countries of the world, it can be said that the need for market-oriented strategic planning was never so acute as now. Therefore, this paper aims to discuss in detail the market-oriented strategic planning process of the companies’ business portfolio as a relevant marketing solution to the effects of the current global economic crisis.

Suggested Citation

  • Ionescu Florin Tudor, 2011. "Business Portfolio Strategic Planning Process – A Pertinent Marketing Solution for the Worldwide Companies Facing the Global Economic Crisis," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 625-630, May.
    • Handle: RePEc:ovi:oviste:v:xi:y:2011:i:9:p:625-630
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    More about this item

    Keywords

    business portfolio; strategic planning; strategic business units;
    All these keywords.

    JEL classification:

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

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