publication . Article . 2011

STRATEGIC BUSINESS UNIT – THE CENTRAL ELEMENT OF THE BUSINESS PORTFOLIO STRATEGIC PLANNING PROCESS

FLORIN TUDOR IONESCU;
Open Access
  • Published: 01 Jan 2011 Journal: INTERNATIONAL CONFERENCE Modern Approaches in Organisational Management and Economy 2011, volume 5, issue 1 November, pages 224-228
Abstract
Over time, due to changes in the marketing environment, generated by the tightening competition, technological, social and political pressures the companies have adopted a new approach, by which the potential businesses began to be treated as strategic business units. A strategic business unit can be considered a part of a company, a product line within a division, and sometimes a single product or brand. From a strategic perspective, the diversified companies represent a collection of businesses or strategic business units. The present paper aims to highlight from a theoretical standpoint the strategic business unit concept and its strategic implications over c...
Subjects
free text keywords: strategic business unit, planning, business portfolio, jel:M31
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