Marketing the SME: Innovation and Approach
Prior to the recent global economic downturn, Ireland witnessed a decade of unprecedented economic growth. Almost overnight, the countrys 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 Irelands economic transformation involved innovative marketing strategies and the role of Small and Medium-size Enterprises (SMEs). SMEs 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 Irelands SMEs to ensure global success.
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Characteristics of SME Marketing
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activities and practices attributes of innovation Carson categorised Chapter Characteristics of Innovation Characteristics of SME classiﬁed as strongly competitive advantage competitors continuity of innovation Cummins customer focus deﬁned deﬁnition of Innovative degree of innovation eight case companies elements empirical ﬁndings empirical research explored ﬁrst ﬁve focuses govemance identiﬁed illustrates SME6’s perspective incremental innovation inﬂuence Innovation in Business Innovative Marketing activities Innovative Marketing practices intemational interviews Joumal Kleindl Knight literature reviewed market conditions market demand market focus marketing expertise Marketing in SMEs marketing mix marketing theory marketing variables maximise model Figure moderately signiﬁcant modiﬁcation nature of Innovative networking owner/manager product enhancement product quality proﬁt proﬁtability Qualitative Market Research qualitative research Reﬁnement reﬁning reﬂected review of literature small ﬁrms SME decision-makers SME image SME Innovative Marketing SME marketing SME1 SME2 SME3 SME3’s Innovative SME4 SME5 SME6 SME7 speciﬁc Stokes strategic alliances strongly signiﬁcant unique proposition utilised weakly signiﬁcant