Ruch Prawniczy, Ekonomiczny i Socjologiczny, 1993, nr 1

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Zarządzanie w zmieniającym się środowisku
(Wydział Prawa i Administracji UAM, 1993) Penc, Józef
Growing complexity and perplexity of economic environment makes it is no longer possible to manage a company by means of a simple philosophy based on the conception of "product — mark e t . Marketing and innovative activity become the basis for defining the objectives of a company; actions of this type determine the position and development of a company on the market-place. Management becomes more complex and thus, the area of uncertainty becomes larger, making it more difficult to take correct decisions. A company has to react to the challenges of t h e marketplace by creating new technologies, new products and forms of marketing. In other words, in order to survive and be successful in a contemporary economic environment, the company must apply strategic management techniques.