Innovation within the strategic marketing management of industrial SMEs as a response to the economic crisis

ABSTRACT IN ENGLISH: Considering the significant impact of the economic crisis at the microeconomic level, a basic national statistical analysis is not sufficient; therefore it is also necessary to carry out a research among the enterprises from each sector of activity to identify the particularities that the crisis brought upon the marketing management process. Therefore, we carried out a qualitative research on the basis of the industrial small and midsized enterprises (SMEs) in the Romanian market. The study was conducted to evaluate the impact of the economic crisis upon the strategic marketing management of industrial SMEs. A reorientation from business development objectives towards maintaining and consolidating the ones appropriate to the current competitive environment; the shift of customers' focus from quality and technology to price, which is further translated into companies' market strategy and the adaptation of the marketing mix to the current competitive environment are the most important drown conclusions. // ABSTRACT IN LITHUANIAN: Ekonomie krize priverte imones apmastyti ju strategijas, tokias kaip rinkodaros valdymareaguojant i pagrindinius rinkodaros aplinkos pokycius. Daugumoje ankstesniu tyrimu teigiama, kad dabartines ekonomines aplinkos pokyciai pirmiausiai turetu remtis finansiniais imoniu rodikliais. O siame straipsnyje pateikiamoje apzvalgoje sekmingu atsaku i ekonomine krize laikomos ir imoniu strateginio rinkodaros valdymo naujoves. Konstatuojama, kad nepakanka vien tik is mikroekonomikos lygmens perspektyvos atsizvelgti i didziule ekonomines krizes itaka ar atlikti pirmine valstybes statistine analize. Butina atlikti kiekvieno veiklos sektoriausimoniu tyrima siekiant nustatyti krizes sukeltus rinkodaros valdymo pokycius. Taigi buvo atliktas mazu ir vidutiniu Rumunijos rinkos imoniu (MVI) kokybinis tyrimas. Siekta nustatyti ekonomines krizes poveiki pramoniniu MVI strateginiam rinkodaros valdymui. Tyrimo rezultatai leidzia padaryti keleta isvadu apie tai, kaip novatoriska rinkodaros valdymo strategija turi buti idiegta pramoninese MVI. Reprinted by permission of Vilnius University, Brno University of Technology, and University of Latvia