STRATEGIES TO INCREASE THE COMPETITIVENESS OF INDUSTRIAL PRODUCTS IN THE CONTEXT OF THE GLOBAL ECONOMIC CRISIS.

The paper presents the importance of implementing the appropriate strategies depending on the exogenous and / or endogenous factors that characterize the changes in the business environment. Thus, by using innovation strategies (e.g. an unmet need on the market) and by shifting from fragmentary execution to overall strategy companies can increase their competitiveness in times of crisis. The paper also presents the results of a survey on the strategies used by textile & clothing companies in Romania, a sector which is representative in terms of the entrepreneurial strategies used. [ABSTRACT FROM AUTHOR]