Abstract
In the current scenario, SMEs are facing a strong decline, both numerically and in terms of economic/financial difficulties that companies active have to beard. Expansionary economic policies are not enough to re-establish the SMEs’ competitiveness. Structural changes are needed within SMEs, based on the transition from cost-saving strategies to differentiation strategies aimed at increasing the value created and the company’s ability to do it correctly perceive to customers. A deeper culture of marketing among SMEs seems to be necessary to this end, based on methods and practices consistent with the small size of these enterprises. The paper proposes a review of recent studies on small business marketing and discusses the "pre-conditions" to be created in order to develop a marketing-oriented approach among SMEs.
References
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Fuller-Love N., Thomas E. (2004) “Networks in small manufacturing firms”, Journal of Small Business and Enterprise Development, 11(2).
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Harrigan P., Ramsey E., Ibbotson P. (2009), “Investigating the e-CRM activities of Irish SMEs”, Journal of Small Business and Entreprise Development”, 16(3).
Hessels J., Terjesen S. (2010), “Resource dependency and institutional theory perspectives on direct and indirect export choices”, Small Business Economics, 34(2).
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Iocca S., Martino A. (2011), “Il ruolo del network durante la crisi. Evidenze empiriche dall’analisi di un’impresa del settore alimentare”, 3°Workshop I processi innovativi nelle piccole imprese. Le sfide oltre la crisi, Urbino, 16-17 settembre.
Jämsä P., Tähtinen J., Ryan A., Pallari M. (2011), “Sustainable SMEs network utilization: the case of food enterprises”, Journal of Small Business and Enterprise Development, 18(1).
Jones R., Rowley J. (2011), “Entrepreneurial marketing in small businesses: A conceptual exploration”, International Small Business Journal, February, 29
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Khara A., Spillan J., DeShields O. Jr. (2005), “The Effect of a Market Orientation on Business Performance: A Study of Small-Sized Service Retailers Using MARKOR Scale”, Journal of Small Business Management, 43(2).
Kinsey J. (1987), “Marketing and the Small Manufacturing Firms in Scotland: Findings of a Pilot Study”, Journal of Small Business Management, April.
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Kocak A., Abimbola T. (2009), “The effects of entrepreneurial marketing on born global performance”, International Marketing Review, 26(4-5).
Kohli A.K., Jaworski B.J. (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, 54(April).
Lagrosen S. (2005), “Effects of the internet on the marketing communication of service companies”, Journal of Services Marketing, 19(2).
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Ledwith A., O’Dwyer M. (2008), “Product launch, product advantage and market orientation in SMEs”, Journal of Small Business and Enterprise Development, 15(1).
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