Marketing strategy model: A conceptual framework for micro-enterprises

被引：0

作者：

Liao, Chin-Nung ^{[1
]}

Hung, Ju-Yao ^{[1
]}

Kao, Hsin ^{[2
]}

Wu, Chang-Jen ^{[2
]}

机构：

[1] China Univ Sci & Technol, Dept Business Adm, 245,Sect 3,Acad Rd, Taipei 115, Taiwan

[2] China Univ Sci & Technol, Dept Int Business & Mkt, Taipei, Taiwan

来源：

HUMAN SYSTEMS MANAGEMENT | 2014年 / 33卷 / 04期

关键词：

Micro-enterprises; marketing strategies; resources and capabilities; small and medium enterprise;

D O I：

10.3233/HSM-140816

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

Small and medium enterprises (SMEs) play an important role in the technology innovation and economic development of most countries all over the world. This paper develops a marketing strategy model for MEs under resources and capabilities point of view. The contribution of this paper is to introduce conceptual of marketing strategy including cost-leadership, focus cost-leadership, cost-leadership and differentiation, differentiation, and focus differentiation can help the MEs' owners/managers to reach business goals. Recommendations are offered regarding the relevance of this research for MEs managements and suggestions are provided for future research in this area.

引用

页码：199 / 206

页数：8

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