Abstract
The purpose of this study is to examine the effect of competitive and green marketing strategy on development of SME in Jaffna district by surveying 302SMEs in Jaffna district. Resource advantage theory of competitions is underpinned to link the marketing strategy and performance development of SMEs. Llittle researches were undertaken into the competitive marketing strategy and green marketing strategy in SMEs in the post war context. The influences of these marketing strategy on the performance of SME is nebulous in the post ear context. Data were collected by using questionnaires from owners of SMEs. Simple random sampling method was applied to select samples for this study. Structural equation method (SEM) was utilized to identify the effect of marketing strategy on the development of SMEs .The findings revealed that competitive marketing strategy significantly influenced on the financial development, customer development and SME development and not significantly influenced on the employee development. Regarding green marketing strategy, it significantly influenced on customer development and employee development not significantly influenced on the financial and SME development. This research suggested that entrepreneurs need to apply these two strategies for the development of SMEs.
Highlights
In the Sri Lankan context, the national policy framework for Small and Medium sized Enterprises (SMEs) development defined SMEs, based on the number of employees and annual turnover (Gunawardana, 2016)
Was made up of a enterprises which employ less than 300 employees and which have an annual turnover not exceeding Rs
Earlier researcher illustrates that SMEs in pursuit of original goals and performance achievement, do not adopt the marketing concepts to the same extent as large firm and the marketing practices in SME are situation specific and variable, regarding the levels of sophistication and effectiveness (O'Dwyer, Gilmore and Carson, 2009)
Summary
In the Sri Lankan context, the national policy framework for SME development defined SMEs, based on the number of employees and annual turnover (Gunawardana, 2016). This research addressed competitive marketing strategy and green marketing strategy and their influences on the development of SMEs. The Government of Sri Lanka recognizes. Earlier researcher illustrates that SMEs in pursuit of original goals and performance achievement, do not adopt the marketing concepts to the same extent as large firm and the marketing practices in SME are situation specific and variable, regarding the levels of sophistication and effectiveness (O'Dwyer, Gilmore and Carson, 2009). The small firm owner- managers engage in marketing, but the influence of this marketing on the organization success is not fully understood (O'Dwyer, Gilmore and Carson, 2009)
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