Zmiany w obszarze strategii marketingowych małych i średnich przedsiębiorstw w okresie spowolnienia gospodarczego
Changes in the Area of Marketing Strategies of Small and Medium Enterprises in the Period of Economic Downturn

Summary/Abstract: An aim of considerations is to show how much the period of economic downturn inclines small and medium enterprises to introduce changes in their marketing strategies and, if enterprises decide on modifications of their marketing strategies, to determine what those modifications concern. The presented conclusions are based on findings of quantitative surveys carried out by the Institute of Management of the Warsaw School of Economics (SGH) on the sample of 246 respondents from the sector of SMEs in 2015. As the surveys show the approach of the majority of respondents has changed in a low degree, and, if there was decision to adapt the approach to marketing activities, it primarily concerned the product-related decisions (diversification of the product offer and introduction of product innovations). The article is of the research nature.

• Details
• Contents