SMEs’ COMMUNICATION IN THE ROMANIAN BUSINESS ENVIRONMENT – A PREMISE OF ECONOMIC PERFORMANCES’ IMPROVEMENT FOR THE INTEGRATION INTO THE EUROPEAN UNION STRUCTURES

Abstract

Today’s environment determines companies to use scanning activities in order to seize the opportunities and to avoid the threats. Individual factors and organizational factors influence the scanning behavior. The examination of the environment can be presented in a model based on environment analyzability and organizational intrusiveness.marketing communication, European integration, SME management