Impact of the Global Economic Crises Over the Micro- and Macro-Environment in Romania

Presenting the characteristics of the Romanian market as a part of EU represents a useful instrument for all the potential foreign investors who want to develop businesses on this market. Reflecting a superior level of economic integration, European Union Market - a market of impressive dimension and in continuing expansion- has a great attractiveness for entrepreneurs, as a result of its remarkable opportunities. Romania's status as member of EU, makes its market a part of the European Union market. In this conditions Romanian market has a high interest in the eyes of foreign investors which adds up to the specific characteristics of its business environment. From this perspective a scientific undertaking that has as sole purpose presenting the characteristics of the European market together with the ones of the Romanian market, in the context of the global economic crisis, presents interest both for theory and practice, representing a useful instrument for all the potential foreign investors who want to develop businesses on Romanian market. From theoretical point of view the researched subject represents a problem of international market selection- base component of international marketing research. From the practical point of view the article presents the results of a qualitative marketing research of the impact of the economic crises over Romanian companies. The main objectives of the research have been represented by the identification of the changes that occurred both in the competitive environment and their impact on the strategic marketing management of companies in Romanian market. In order to answer to the paper's objectives, a qualitative marketing research (in-depth structured interview) was conducted, within the top management of 27 companies. The study can represent a first step in developing, testing and validating a model of management in crises which will allow companies to identify correlations between the conditions of the competitive environment in crises situations and the associated marketing management strategies.