The risk associated with strategic decisions: is it a marketing issue?. Issue 1 (14th January 2019)

• Record Type: Journal Article
• Authors: Settembre-Blundo, Davide; Fernández del Hoyo, Alfonso Pedro; García-Muiña, Fernando Enrique
• Is Part Of: Strategic direction. Volume 35:Issue 1(2019)
• Page Start: 6
• Page End: 8
• Publication Date: 2019-01-14
• Subjects: Marketing -- Decision-making processes -- Interpretative approach -- Risks management; Management -- Periodicals; 658.4005
• DOI: 10.1108/SD-07-2018-0150
• Languages: English
• ISSNs: 0258-0543

Abstract

Abstract : 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.