Open figure viewer
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.
© Emerald Publishing Limited
2018
Emerald Publishing Limited
Licensed re-use rights only
You do not currently have access to this content.
