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.
This paper presents the authors’ viewpoint, and it conceptualizes a new approach to risk management.
The conceptual discussion has opened up a possible new way for enterprises, especially SMEs, to start taking a strategic approach to risk.
This paper would like to contribute to the current debate on the role of marketing function in managerial practice beyond the classic four Ps.
Settembre-Blundo, D., Fernández del Hoyo, A. and García-Muiña, F. (2019), "The risk associated with strategic decisions: is it a marketing issue?", Strategic Direction, Vol. 35 No. 1, pp. 6-8. https://doi.org/10.1108/SD-07-2018-0150Download as .RIS
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