The risk associated with strategic decisions: is it a marketing issue?
Keyword(s):
Purpose The purpose of this paper is to analyze the strategic management of risks in companies from a marketing management perspective and to provide some guidance for management practice. Design/methodology/approach This paper presents the authors’ viewpoint, and it conceptualizes a new approach to risk management. Findings The conceptual discussion has opened up a possible new way for enterprises, especially SMEs, to start taking a strategic approach to risk. Originality/value This paper would like to contribute to the current debate on the role of marketing function in managerial practice beyond the classic four Ps.
2018 ◽
Vol 10
(1)
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pp. 117-123
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2019 ◽
Vol 26
(5)
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pp. 740-745
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2015 ◽
Vol 16
(4)
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pp. 444-462
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Keyword(s):
2019 ◽
Vol 34
(6)
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pp. 1171-1182
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2019 ◽
Vol 10
(3)
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pp. 392-406
Keyword(s):
2017 ◽
Vol 31
(7/8)
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pp. 730-745
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