The need for and possibilities of marketing risk management

The current hyper-competitive environment, rapid marketing tools, and modern techniques provide many opportunities for small and medium-sized businesses. Such opportunities could bring much in the way of rewards both for the individual companies and the wider economy. However, there are many threats associated with these business environments which cannot be overlooked. Small and medium-sized businesses are a significant stabilizing economic power within the European Union. Therefore, it is not surprising that small and medium-sized businesses competitiveness and their long-term stability are vital factors for European cohesion and development. This research aims to analyze risk management within small and medium-sized businesses, identify critical risk factors, and develop risk management, which could be applied to small and medium-sized businesses. The authors analyzed risk management's consequences and explained the variables as follows: ROA, Auditing, Controlling Management, Marketing, and Corporate Culture. Based on the research findings, the goal was to increase their interaction effectiveness, focusing on small and medium-sized businesses long-term stability and competitiveness. For achieving these aims, the paper provides two research questions and designs three hypotheses. This research was conducted from 2017 to 2020 on sample n = 432 EU small and medium-sized businesses. The reached data were analyzed by statistical method and experimental «in practice» testing. Based on the result and its experimental testing, a marketing risk management model was designed, tested, and verified using practical methods. This model could be used for the identification and avoidance of potential risks when developing a marketing strategy. The findings reached should be used to advance research and similarly for practical use within the business sphere.

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Marketing Risk Management of Palm Oil Based Biodiesel Agroindustry

International Journal on Advanced Science Engineering and Information Technology ◽

10.18517/ijaseit.4.1.359 ◽

2014 ◽

Vol 4 (1) ◽

pp. 25

Author(s):

I Gusti Bagus Udayana

Keyword(s):

Risk Management ◽

Palm Oil ◽

Marketing Risk

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Development of Post-Marketing Risk Management Plan Requirements: The Singapore Experience

Pharmaceutical Medicine ◽

10.1007/s40290-017-0219-1 ◽

2017 ◽

Vol 32 (1) ◽

pp. 13-20

Author(s):

Liesbet Li-Bei Tan ◽

Christine Su-Ching Ho ◽

Phey-Yen Han ◽

Cheng-Leng Chan

Keyword(s):

Risk Management ◽

Management Plan ◽

Risk Management Plan ◽

Marketing Risk ◽

Post Marketing

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INTEGRATED MANAGEMENT OF MARKETING RISK AND EFFICIENCY / INTEGRUOTAS MARKETINGO RIZIKOS IR EFEKTYVUMO VALDYMAS

Journal of Business Economics and Management ◽

10.3846/16111699.2011.555357 ◽

2011 ◽

Vol 12 (1) ◽

pp. 5-23 ◽

Cited By ~ 9

Author(s):

Aleksandras Vytautas Rutkauskas ◽

Adomas Ginevičius

Keyword(s):

At Risk ◽

Risk Management ◽

Portfolio Management ◽

Value At Risk ◽

Integrated Management ◽

Management Strategies ◽

Optimization Methods ◽

Integrated Analysis ◽

Marketing Risk ◽

Marketing Efficiency

There are two principal problems arising for marketing management: first—the increase of marketing ability to use effectively its resources, and second—to inventory the risks influencing marketing activity in order to develop their management strategy. Considering exceptional riskiness of marketing, the solution of marketing efficiency problems is not separable from identification of risks, influencing marketing, and their management strategies development. Integrated analysis of marketing efficiency and risk management problems is performed in two ways. First, a marketing risks portfolio management situation is analysed in such a way that resources, intended for risk management, are distributed among the means of decreasing value at risk in such a manner that the overall value of risk, i.e. the resultant of all risk values, would be minimal. Second, based on the expert efficiency estimates for a unit of costs in every element of marketing structure, a distribution of costs is pursued which would uphold the best increase of marketinggenerated marginal utility. To find the solution, imitative modeling and stochastic optimization methods are used. Santrauka Kyla dvi pagrindines marketingo valdymo problemos: pirma—tai marketingo gebejimo efektyviai naudoti jam skirtus išteklius didinimas, antra—inventorizuoti marketingo veiklai itak daranèias rizikas, siekiant parengti ju valdymo strategij. Atsižvelgiant i išskirtini marketingo rizikingum, jo efektyvumo problemu sprendimas neatsiejamas nuo riziku, daranèiu poveiki marketingui, identifikavimo ir ju valdymo strategiju sukurimo. Straipsnyje marketingo efektyvumas ir rizikos valdymo problemos nagrinejamos dviem budais. Pirmas—nagrinejama marketingo riziku portfelio valdymo situacija, kai ištekliai, skirti rizikai valdyti, dalijami tarp priemoniu, skirtu riziku vertei mažinti (Value at Risk), taip, kad bendroji rizikos verte, t. y. visu rizikos verèiu atstojamoji, butu minimali. Antras—remiantis ekspertu efektyvumo iverèiais snaudu vienetui kiekviename marketingo strukturos elemente, ieškomas toks snaudu padalijimas, kuris puoseletu naudingiausi marketingo sukuriamo ribinio naudingumo prieaugi. Sprendimams rasti pasitelkti imitacinio modeliavimo ir stochastinio optimizavimo metodai.

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GAP ANALYSIS BETWEEN CURRENT AND DESIRED SITUATION OF THE FACTORS AFFECTING THE MANAGEMENT OF AMBUSH MARKETING RISKS IN MAJOR SPORTING EVENTS

Acta kinesiologica ◽

10.51371/issn.1840-2976.2021.15.s1.7 ◽

2021 ◽

Author(s):

Zohreh Kamalian ◽

Zynalabedin Fallah ◽

Taher Bahlakeh ◽

Asra Askari

Keyword(s):

Risk Management ◽

Gap Analysis ◽

Current Situation ◽

T Test ◽

Sporting Events ◽

Statistical Population ◽

Factors Affecting ◽

Ambush Marketing ◽

Marketing Risk ◽

The Face

The purpose of this study was to analyze the gap between the current and optimal status of ambush marketing risk management in major sporting events. The research method was descriptive-causal comparative. The statistical population was all people who had the experience of leading sports caravans and being a member of the executive board for holding major sporting events. From them 160 people (by available-random method) were selected as a sample. Data collection tool was a researcher-made questionnaire consisting of factors affecting the management of risks arising from ambush marketing, which was set in two parts: the current situation and the desired situation. The face and content validity of the questionnaire was confirmed by professors and sports experts. The reliability of the questionnaire was obtained through Cronbach's alpha coefficient of 0.86. Frequency table, frequency percentage, mean and standard deviation were used to analyze the data at the level of descriptive statistics. Due to the normality of data distribution, correlated t-test was used to compare the current situation of marketing management in ambush with the expected limit and paired t-test was used to analyze the gap between the current and desired status in a significant way (α = 0.05). The results showed that among the factors related to the management of marketing risks lurking in sporting events, cultural factors, spectator factors, rule factors, sport event management factors and media factors were lower than expected (average) and factors related to sports marketing, factors related to sporting events and factors related to sporting event sponsors were higher than expected. Analysis of the gap between the current and optimal status of ambush marketing risk management showed that in terms of professors, elites and organizers of sporting events, the situation of all aspects of ambush marketing risk management in sporting events is relatively weak.

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Shaping the active, autonomous and responsible modern retiree: an analysis of discursive technologies and their links with neo-liberal political rationality

Ageing and Society ◽

10.1017/s0144686x05004253 ◽

2006 ◽

Vol 26 (2) ◽

pp. 181-201 ◽

Cited By ~ 134

Author(s):

DEBBIE LALIBERTE RUDMAN

Keyword(s):

Risk Management ◽

Older People ◽

Later Life ◽

The Self ◽

Self Reflection ◽

Political Rationality ◽

Marketing Risk ◽

Practices Of The Self ◽

The Individual ◽

Discursive Constructions

Retirement is undergoing structural and discursive transformations that have implications for the individual and social experience and management of later life. Although discourses about retirement do not determine how individuals will prepare for and act as ‘retirees’, they provide morally-laden messages that shape people's possibilities for being and acting. Using Canadian newspaper articles published in 1999 and 2000, and drawing upon the governmentality perspective, this study explores the interconnections between neo-liberal political rationality and discursive constructions of ‘retiree’ subjectivities. The analysis demonstrates the ways in which certain subjectivities, and their associated technologies and practices of the self that are consistent with neo-liberal political rationality, are being shaped as ideal for ‘retirees’. The paper critically examines this process and its implications, and argues that the personal ‘freedom’ promised with the idealised life practices is ultimately illusory, because they oblige older people to resist or defy ageing through relentless projects of self-reflection and improvement, self-marketing, risk management, lifestyle maximisation and body optimisation. The implications of the neo-liberal discourse about old age and ‘retirees’ for future social policies and older people's services are critically examined.

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