The Impact of a Managerial Model of Decision and Strategic Action Applied To the Companies from Mures County about Their Performance against the Competition

Using the qualitative marketing research in the field of strategic management highlights the different levels of complexity of this activity, involving the use of methods and techniques applied in psychological and sociological investigations. In their case, the researcher has an active role in the effort to obtain qualitative nature information, with small samples and is structured based on a rigorous process of selection of the respondents. Qualitative researches of investigating the attitudes, motives and behaviour are based on communication techniques directly or indirectly, that include also the semi-directive depth interview that requires the establishment of an interview guide that includes both closed and open questions, the moderator may, however, intervene in the process and adapt the themes and sub-themes addressed according to respondents' answers. The present research contains an approach guide targeted to the impact it may have a managerial model of decision and strategic action on the performances of an organization in relation to competition.