Abstract

The constant change of contemporary business conditions, increasing competition and the development of international companies give rise to the need that the employees in organizations should change their frame of thought. What is more, there is a need to manage the organization’s marketing risks in the conditions of internationalization. In search of a response to this situation, this article attempts to present a risk management system in the organization‘s marketing amidst internationalization. The article further presents the content and relevance of the system developed by the author, outlining the arguments that the author advances in favor of the establishment of such a system that adequately corresponds to (matches) the contemporary business environment.

JEL: F23, M31