Abstract
Nowadays, to compete successfully in the changing business environment, companies should accentuate a speed of answer to the needs of efficiency and flexibility. Speed is now one of the essences in business. While technological changes are increasing, product lifecycles are becoming shorter and shorter. Moreover, predicting the trends is now more and more complicated and fast market saturation and unpredicted competition are also characteristics of today's market. In that kind of a situation, companies need to adopt and manage with HSM (High Speed Management) process. If it began in the high-technology sector it is now spreading to all sectors. The high speed management is a managerial system able to respond to quick environmental changes. The term of high speed management covers different points like the techniques, strategies and principles of communication which are used by companies in very competitive markets. In this paper, I will focus on the marketing part of this process.
