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

共 50 条

[31] CHALLENGES ON ACCESSING FINANCE FOR MICRO-ENTERPRISES IN LATVIA
Beizitere, Ilona
Sloka, Biruta
Brence, Ieva
Jermolajeva, Elita
[J]. ECONOMIC SCIENCE FOR RURAL DEVELOPMENT 2021, 2021, (55): : 272 - 283
[32] Sources of competitive advantage for Malaysian micro-enterprises
Al Mamun, Abdullah
Nawi, Noorshella Binti Che
Permarupan, P. Yukthamarani
Muniady, Rajennd
[J]. JOURNAL OF ENTREPRENEURSHIP IN EMERGING ECONOMIES, 2018, 10 (02) : 191 - 216
[33] IS AVAILABILITY OF FINANCIAL INSTRUMENTS A CHALLENGE FOR MICRO-ENTERPRISES?
Beizitere, Ilona
[J]. NEW CHALLENGES OF ECONOMIC AND BUSINESS DEVELOPMENT - 2018: PRODUCTIVITY AND ECONOMIC GROWTH, 2018, : 30 - 41
[34] IS VENTURE CAPITAL THE SOURCE OF FINANCING FOR MICRO-ENTERPRISES?
Prohorovs, Anatolijs
Jakusonoka, Ingrida
Beizitere, Ilona
[J]. ECONOMIC SCIENCE FOR RURAL DEVELOPMENT: RURAL DEVELOPMENT AND ENTREPRENEURSHIP, 2015, (39): : 176 - 185
[35] Employment Role of Micro-Enterprises in Himachal Pradesh
Chatterjee, Srikanta
[J]. JOURNAL OF ECONOMICS, 2011, 103 (01) : 105 - 106
[36] Iterative software development methodology for micro-enterprises
Calvo-Valverde, Luis-Alexander
[J]. TECNOLOGIA EN MARCHA, 2015, 28 (03): : 99 - 115
[37] Improvement and Maintenance of Communication Tools in Micro-enterprises
Stavlic, Katarina
Lackovic, Kresimir
Stavlic, Igor
[J]. 31ST INTERNATIONAL CONFERENCE ON ORGANIZATION AND TECHNOLOGY OF MAINTENANCE (OTO 2022), 2023, 592 : 198 - 212
[38] Mobile Marketing Training towards Increasing Business: A Case Study of Agri-Food Micro-Enterprises
Othman, Zakirah
Zaman, Nur Badriyah Kamarul
Abu, Noor Hidayah
Abdullah, Syahida
Alias, Emmy Farha
Jahroh, Siti
[J]. International Journal of Interactive Mobile Technologies, 2024, 18 (14) : 59 - 71
[39] A Conceptual Model of Social Media Marketing Strategy
Pachitanu, Andreea
Caescu, Stefan Claudiu
Florescu, Margareta Stela
Barbu, Andreea Mihaela
Orzan, Mihai Cristian
[J]. VISION 2020: SUSTAINABLE ECONOMIC DEVELOPMENT AND APPLICATION OF INNOVATION MANAGEMENT, 2018, : 2134 - 2143
[40] Methodological proposal to promote administrative training in micro-enterprises
Bravo, Mayra Elizabeth Garcia
Briones, Rosa Marjorie Torres
Garcia, Ketty del Rocio Hurtado
Sinchiguano, Brenda Elizabeth Ona
[J]. REVISTA COOPERATIVISMO Y DESARROLLO-COODES, 2023, 11 (02):

← 1 2 3 4 5 →