10.15660/AUOFMTE.2019-3.3503
A HULUBEI (GEORGESCU), S AVASILCĂI
amalia.georgescu@tuiasi.ro
Volume XXVIII, 2019/3
This paper analyzes the advantages of the strategic communication process from an online and a digital point of view, as most companies make their changes from the off-line into the online market. Through this aspect, the company can quickly adapt to the fast changes of the industry or of the market requirements, to connect better with its stakeholders, to fulfill their requirements, and generate more revenues. Having in mind that the market is always changing, entrepreneurs must constantly reanalyze and rethink their actions and their communication strategies to remain relevant and desirable for their stakeholders. In the last part of the article, we have analysed the example of a traditional SME manufacturer company from Romania that had to make its way in the digital world and develop new markets, in order to strengthen its position in the many years of economic existence and to respond to a possible crisis that could have drastically affect its business.
ISSN 1583-0691, CNCSIS "Clasa B+"