The role and relevance of marketing in SMEs: towards a new model

Simpson, Mike and Taylor, Nick (2002) The role and relevance of marketing in SMEs: towards a new model. Journal of Small Business and Enterprise Development, 9 (4). pp. 370-382. ISSN 1462-6004

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Full text URL: http://dx.doi.org/10.1108/14626000210450559

Abstract

This paper presents a new model of the role and relevance of marketing in small- and medium-sized enterprises (SMEs). The model was developed to explain the apparent mismatch between the need for marketing activities to sustain and grow these companies in a competitive business environment (i.e. relevance of marketing) and the actual marketing efforts used by these organisations (i.e. role played by marketing). The methodology used theoretical development and initial testing of the role and relevance model on a small number of SMEs. Primary data were collected via interviews, questionnaires and observations of the marketing activities of the organisations studied. This paper describes the role and relevance model in theory and shows how to apply the model in practice. The results of the initial tests using a carefully selected number of SMEs are discussed and form the basis of the illustrative case studies presented in this paper

Item Type:Article
Additional Information:This paper presents a new model of the role and relevance of marketing in small- and medium-sized enterprises (SMEs). The model was developed to explain the apparent mismatch between the need for marketing activities to sustain and grow these companies in a competitive business environment (i.e. relevance of marketing) and the actual marketing efforts used by these organisations (i.e. role played by marketing). The methodology used theoretical development and initial testing of the role and relevance model on a small number of SMEs. Primary data were collected via interviews, questionnaires and observations of the marketing activities of the organisations studied. This paper describes the role and relevance model in theory and shows how to apply the model in practice. The results of the initial tests using a carefully selected number of SMEs are discussed and form the basis of the illustrative case studies presented in this paper
Keywords:SMEs, Small and medium sized enterprises
Subjects:N Business and Administrative studies > N100 Business studies
N Business and Administrative studies > N200 Management studies
Divisions:College of Social Science > Lincoln Business School
ID Code:591
Deposited By: Bev Jones
Deposited On:22 Jun 2007
Last Modified:12 Jun 2014 08:06

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