Marketing Strategy For Smes In Emerging Economies

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Marketing Strategy for SMEs in Emerging Economies

Author : Mauricio Jesús Martínez Delfín
Publisher : GRIN Verlag
ISBN 13 : 3668442746
Total Pages : 92 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Marketing Strategy for SMEs in Emerging Economies by : Mauricio Jesús Martínez Delfín

Download or read book Marketing Strategy for SMEs in Emerging Economies written by Mauricio Jesús Martínez Delfín and published by GRIN Verlag. This book was released on 2017-05-08 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thesis (M.A.) from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 88.3, The University of Liverpool (School Of Management), course: MASTER OF SCIENCE IN GLOBAL MARKETING, language: English, abstract: The exponential growth of trade liberalization, the global economic policies, the uncertainty in international markets, and the lack of competitiveness of the Mexican business sector, have had negative impact over the Mexican SMEs, over the past three decades. In this sense, the lack of competitiveness is the main reason why 80% of SMEs fails in the first five years and 90% during the ten first years. Competitiveness is an imperative issue for all the countries in order to maintain or increase high levels of income and employment, and it can only be achieved through diversification, keeping away from the dependence on primary–commodity products and moving up to marketing and branded products. This research investigated the problem of the loss of competitiveness of Mexican SMEs, from the point of view of marketing and brand management, and its main objective is to find the kind of marketing management and branding deficiencies, which are preventing the competitiveness of Mexican SMEs against the global competition. A triangulation methodological approach (quantitative & qualitative) was used, included questionnaires and group interviews with Mexican SMEs business leaders, in order to get first-hand information of the real Mexican business environment. The extensive review of literature has shown the enormous lack of knowledge about marketing principles and branding in Mexican SMEs, causing that most of these companies which remains focused only in production and manufacturing, rather than marketing, obtaining low levels of profitability, and making them vulnerable to the international business environment.

SME Internationalization Strategies

Author : Noémie Dominguez
Publisher : John Wiley & Sons
ISBN 13 : 1786301539
Total Pages : 360 pages
Book Rating : 4.7/5 (863 download)

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Book Synopsis SME Internationalization Strategies by : Noémie Dominguez

Download or read book SME Internationalization Strategies written by Noémie Dominguez and published by John Wiley & Sons. This book was released on 2018-05-08 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: Internationalization is a strategic issue for companies as it is today the central axis for the development of small and medium-sized enterprises (SMEs). Market expansion and the growing importance of emerging markets offer new development opportunities for SMEs to use innovative strategies - such as head-deck strategies - to effectively penetrate these markets. This book focuses on understanding these new strategies. Why do SMEs use head-of-bridge strategies in order to internationalize? How do they deploy such strategies abroad? Based on the example of five manufacturing SMEs, which are at different stages of internationalization, this book highlights the main motivations, stages of deployment but also difficulties encountered in this direction. This book is a tool for assessing potential locations and provide managers with a new alternative in terms of internationalization, enabling rapid identification of key stakeholders, adapting their international development plan and anticipating potential pitfalls.

Innovations in Services Marketing and Management: Strategies for Emerging Economies

Author : Goyal, Anita
Publisher : IGI Global
ISBN 13 : 1466646721
Total Pages : 410 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Innovations in Services Marketing and Management: Strategies for Emerging Economies by : Goyal, Anita

Download or read book Innovations in Services Marketing and Management: Strategies for Emerging Economies written by Goyal, Anita and published by IGI Global. This book was released on 2013-10-31 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern corporations face a variety of challenges and opportunities in the field of sustainable development. Properly managing assets and maintaining effective relationships with customers are crucial considerations in successful businesses. Innovations in Services Marketing and Management: Strategies for Emerging Economies presents insights into marketing strategies and tactical perspectives in both large and small enterprises. The chapters in this book explore case studies, contemporary research, and theoretical frameworks in effective business management, providing students, academicians, researchers, and managers with the resources and insight necessary to identify key trends in emerging economies and build the next generation of innovative services.

Marketing the SME

Author : Brian Healy
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1443807907
Total Pages : 330 pages
Book Rating : 4.4/5 (438 download)

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Book Synopsis Marketing the SME by : Brian Healy

Download or read book Marketing the SME written by Brian Healy and published by Cambridge Scholars Publishing. This book was released on 2009-03-26 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Prior to the recent global economic downturn, Ireland witnessed a decade of unprecedented economic growth. Almost overnight, the country’s labour base was transformed from one where decades-long emigration was the norm to a new and dynamic paradigm incorporating net in-migration. A significant element in Ireland’s economic transformation involved innovative marketing strategies and the role of Small and Medium-size Enterprises (SMEs). SME’s were major providers for new jobs and this research addresses the key determinants of their success. This volume investigates a wide range of sophisticated, diverse and market-efficient strategies as adopted by Ireland’s SME’s to ensure global success.

A Market-oriented Strategy for Small and Medium Scale Enterprises

Author : Kristin Hallberg
Publisher : World Bank Publications
ISBN 13 : 9780821347270
Total Pages : 40 pages
Book Rating : 4.3/5 (472 download)

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Book Synopsis A Market-oriented Strategy for Small and Medium Scale Enterprises by : Kristin Hallberg

Download or read book A Market-oriented Strategy for Small and Medium Scale Enterprises written by Kristin Hallberg and published by World Bank Publications. This book was released on 2000-01-01 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper investigates the economic rationale for intervention in support of small and medium scale enterprises, on both theoretical and empirical grounds. It argues that the justification for SME interventions lies in market and institutional failures that bias the size distribution of firms, rather than on any inherent economic benefits provided by small firms. The role of the state is mainly to provide an enabling business environment that opens access to markets and reduces policy-induced biases against small firms. Governments can accelerate the development of markets for financial and non-financial services suited to SMEs by promoting innovation in products and delivery mechanisms, and by building institutional capacity. Improving the development impact of SME strategies will require much more attention to the monitoring and evaluation of intervention outcomes.

Digital Transformation of SME Marketing Strategies

Author : Riccardo Rialti
Publisher : Springer Nature
ISBN 13 : 3031336461
Total Pages : 204 pages
Book Rating : 4.0/5 (313 download)

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Book Synopsis Digital Transformation of SME Marketing Strategies by : Riccardo Rialti

Download or read book Digital Transformation of SME Marketing Strategies written by Riccardo Rialti and published by Springer Nature. This book was released on 2023-10-02 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: SMEs represent more than 95% of businesses operating in global markets. These businesses are the fabric of any economic system both in developed and emerging countries, and are the main constituents of any global supply chain throughout the world. However, research on new 4.0 marketing strategies for this kind of businesses has been largely neglected. Extant literature mostly neglects, or fails to articulate the importance of emerging technology such as Big Data, Artificial Intelligence and VR/AR for SMEs. Building on that, this book reviews existing literature on innovation and new technology in marketing for SMEs, what they could do and should avoid. Then, presenting multiple case study from SMEs operating in diverse industries (fashion and design, food and wine, financial services), it develops a practical strategic framework that could be used by SMEs wishing to effectively innovate their marketing strategies in our contemporary digital era. It will be an essential resource for students and researchers of marketing, innovation and industry 4.0.

Marketing Communications and Brand Development in Emerging Markets Volume II

Author : Ogechi Adeola
Publisher : Springer Nature
ISBN 13 : 3030955818
Total Pages : 318 pages
Book Rating : 4.0/5 (39 download)

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Book Synopsis Marketing Communications and Brand Development in Emerging Markets Volume II by : Ogechi Adeola

Download or read book Marketing Communications and Brand Development in Emerging Markets Volume II written by Ogechi Adeola and published by Springer Nature. This book was released on 2022-05-24 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.

Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities

Author : Rahman, Muhammad Sabbir
Publisher : IGI Global
ISBN 13 : 1522578927
Total Pages : 171 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities by : Rahman, Muhammad Sabbir

Download or read book Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities written by Rahman, Muhammad Sabbir and published by IGI Global. This book was released on 2018-12-04 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs’ customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers.

Market entry strategies and their applicability to SMEs - The winding road to foreign business

Author : Thomas Drabner
Publisher : GRIN Verlag
ISBN 13 : 3638195317
Total Pages : 32 pages
Book Rating : 4.6/5 (381 download)

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Book Synopsis Market entry strategies and their applicability to SMEs - The winding road to foreign business by : Thomas Drabner

Download or read book Market entry strategies and their applicability to SMEs - The winding road to foreign business written by Thomas Drabner and published by GRIN Verlag. This book was released on 2003-06-10 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,9 (B+), Heidenheim University of Cooperative Education (Economic - International Commerce), course: International Commerce, language: English, abstract: “There will be hunters and hunted, winners and losers. What counts in global competition is the right strategy and success.” Heinrich von Pierer1 In business planning the globalization of the world market and the limits of domestic growth raise the question to what extent a foreign commitment should be considered if at all.2 In Germany these considerations are particularly underlined by the strong integration into the world economy. German enterprises obtain a third of their total revenue in foreign business, 25 % of all jobs depend on foreign trade.3 Contrary to expectations, going global is no longer subject only to large multinational companies. Due to saturation tendencies in the domestic market, global competition and the dependency on international key-account customers small and medium-sized enterprises (SMEs) have been faced with the need for international activities. 4 Considering the fact that SMEs account for 97,3 % of all German enterprises, generating almost 45 % of the total revenue per year, the importance of future growth potential becomes evident.5 In general, SMEs are referred to as the “backbone” of German economy and many of them, the so called “hidden champions” have successfully faced the challenge of entering foreign markets.6 Others have been afraid to take this step. For these, the need for adaptation remains and their continuity will depend on the competitiveness in the world market. In general, entering new markets is connected with a multiplicity of chances and risks. SMEs especially, tend to underestimate the importance of profound information and the need for a realistic estimation of own capabilities.7 Accordingly, it becomes necessary to focus on a SME specific approach which considers major evaluation criteria for carefully developing market entry strategies. 1 Dr. Heinrich von Pierer, President and Chief Excecutive Officer of Siemens AG: Quotation cp. ‘TheGlobalist’ (2000) 2 cp. Hoppen (1999:144) 3 cp. Statistisches Bundesamt (2001:1.6) 4 Due to the IFM in Bonn (2000) SMEs intend to increase their foreign sales from an actual average of 30 % to 50 % in 2020 5 cp. IMF Bonn (2000) 6 cp. Hibbert (2000:1) 7 cp. Brenner (1999:2 et sqq.)

The Process of Internationalization in Emerging SMEs and Emerging Economies

Author : Hamid Etemad
Publisher : Edward Elgar Publishing
ISBN 13 : 178100319X
Total Pages : 449 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis The Process of Internationalization in Emerging SMEs and Emerging Economies by : Hamid Etemad

Download or read book The Process of Internationalization in Emerging SMEs and Emerging Economies written by Hamid Etemad and published by Edward Elgar Publishing. This book was released on 2013-01-01 with total page 449 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book, the fourth volume in the McGill International Entrepreneurship Series, brings together 27 top scholars to explore the structural complexities, evolving relations and dynamic forces that are shaping a new system of multi-polar, multi-level international business relations. It examines entrepreneurial efforts and relations in different national and corporate cultures, each embedded in and also constrained by country-specific socio-economic structures and each vying for consumer attentions in competitive global markets. The new millennia has experienced much rapid change, much of it implicit, intangible and not covered by the headlines of the popular press. The bipolar business system of the 20th century that prioritized the relationship between firms and consumers of developed countries is giving way to an emerging multi-polar and multi-level international system that considers consumers and companies in developing economies as well. In this book, scholars from around the world analyze the nascent architecture and relations in this quickly evolving system. They explore the structural complexities, evolving relations, and dynamic forces that are shaping and re-shaping the new system and examine entrepreneurial efforts and relations that cement its structure. The chapters in this volume portray the operating conditions of firms across 14 emerging country environments and industries ranging from basic foods and information technology to complex business processes. Students and professors of international business, entrepreneurship, marketing and management studies will find this volume an indispensable addition to the literature.

Marketing for Entrepreneurs and SMEs

Author : Maja Konečnik Ruzzier
Publisher : Edward Elgar Publishing
ISBN 13 : 1781955972
Total Pages : 257 pages
Book Rating : 4.7/5 (819 download)

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Book Synopsis Marketing for Entrepreneurs and SMEs by : Maja Konečnik Ruzzier

Download or read book Marketing for Entrepreneurs and SMEs written by Maja Konečnik Ruzzier and published by Edward Elgar Publishing. This book was released on 2013-11-29 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.

Marketing Communications in Emerging Economies, Volume II

Author : Thomas Anning-Dorson
Publisher : Springer Nature
ISBN 13 : 3030813371
Total Pages : 313 pages
Book Rating : 4.0/5 (38 download)

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Book Synopsis Marketing Communications in Emerging Economies, Volume II by : Thomas Anning-Dorson

Download or read book Marketing Communications in Emerging Economies, Volume II written by Thomas Anning-Dorson and published by Springer Nature. This book was released on 2022-01-01 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.

Strategic Marketing Cases in Emerging Markets

Author : Atanu Adhikari
Publisher : Springer
ISBN 13 : 3319515454
Total Pages : 166 pages
Book Rating : 4.3/5 (195 download)

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Book Synopsis Strategic Marketing Cases in Emerging Markets by : Atanu Adhikari

Download or read book Strategic Marketing Cases in Emerging Markets written by Atanu Adhikari and published by Springer. This book was released on 2017-05-03 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book helps students to develop a critical understanding of the service business scenarios and strategies used in marketing for emerging markets. The case studies presented focus on creating, communicating and delivering customer value to emerging market consumers through various marketing strategies, processes and programs in the context of emerging market dynamics, consumer diversity, and competitors. By illustrating a range of actual business situations, this case book will help students acquire the skills they need to make informed marketing decisions in emerging markets. Further, it provides instructors, students, and practitioners alike a framework for understanding the strategic marketing dynamics at work in these countries.

Entering & Succeeding in Emerging Countries

Author : A. Coskun Samli
Publisher : South Western Educational Publishing
ISBN 13 :
Total Pages : 222 pages
Book Rating : 4.3/5 (97 download)

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Book Synopsis Entering & Succeeding in Emerging Countries by : A. Coskun Samli

Download or read book Entering & Succeeding in Emerging Countries written by A. Coskun Samli and published by South Western Educational Publishing. This book was released on 2004 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Entering & Succeeding in Emerging Countries: Marketing to the Forgotten Majority is a must-read for professionals, business owners, managers, and anyone else considering growing their business in the untapped market of developing countries. An expert in marketing in developing economies, Samli equips readers with proven techniques and practices to uncover and realize profitable opportunities. Extremely practical, he also offers insight into the following: Initiating your global strategy, Determining the best way to enter the market, Establishing Pricing Strategies, Monitoring results, and much more!

SMEs in an Era of Globalization

Author : Ilan Bijaoui
Publisher : Springer
ISBN 13 : 1137564733
Total Pages : 138 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis SMEs in an Era of Globalization by : Ilan Bijaoui

Download or read book SMEs in an Era of Globalization written by Ilan Bijaoui and published by Springer. This book was released on 2016-11-24 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book identifies the driving forces behind globalization and proposes innovative ways for small and medium-enterprises (SMEs) to confront them. More than ever, sustainable competitive advantage requires SMEs to continually adapt their strategy and confront new and current competition in the international market. SMEs working with multinational companies could also benefit from winning strategies based on a sensible analysis of rational and irrational phenomena at the micro- and macro-economic levels. This book uses different models developed and established through international business experiences to determine the relevant strategy in the global market. It illustrates each model through real, successful case studies of globalization of factor, efficiency, and innovation-driven SMEs. It will benefit scholars of entrepreneurship, international business, regional development as well as managers, governmental institutions, and regional development, and consultants to SMEs.

Research Anthology on Small Business Strategies for Success and Survival

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1799891569
Total Pages : 1496 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Research Anthology on Small Business Strategies for Success and Survival by : Management Association, Information Resources

Download or read book Research Anthology on Small Business Strategies for Success and Survival written by Management Association, Information Resources and published by IGI Global. This book was released on 2021-06-25 with total page 1496 pages. Available in PDF, EPUB and Kindle. Book excerpt: Running a small business provides opportunity for greater success, increased growth, and potentially the chance to move to the global business arena, yet also much more risk. Small businesses not only have less employment, but also less annual revenue than a regular-sized business. With the growth of large corporations and chain businesses, it has become harder to maintain the survival of a small business. The COVID-19 pandemic has also brought more pressure onto the already unsteady survival of small businesses, due to forced closures, decreased agility, fewer technological innovations, and smaller customer bases. The Research Anthology on Small Business Strategies for Success and Survival offers current strategies for small businesses that can be utilized in order to maintain equal footing during challenging times. With the proper strategies available to small business owners, small businesses could not only survive, but also excel despite the environment that surrounds them. Covering topics including decision management, new supportive technologies, sustainable development, and micro-financing, this text is ideal for small business owners, entrepreneurs, startup companies, family-owned and operated businesses, restaurateurs, local retailers, managers, executives, academicians, researchers, and students.

Entrepreneurship Marketing

Author : Sonny Nwankwo
Publisher : Routledge
ISBN 13 : 1136879072
Total Pages : 480 pages
Book Rating : 4.1/5 (368 download)

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Book Synopsis Entrepreneurship Marketing by : Sonny Nwankwo

Download or read book Entrepreneurship Marketing written by Sonny Nwankwo and published by Routledge. This book was released on 2010-12-02 with total page 480 pages. Available in PDF, EPUB and Kindle. Book excerpt: Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.