SME Marketing Research Articles

A Digital Transformation in Action: Assessing the Impact of Information System Capabilities on Firm Performance through the Lens of Innovation and Business Process Performance and Moderating Role of Entrepreneurial Marketing in Indian SMEs

A Digital Transformation in Action: Assessing the Impact of Information System Capabilities on Firm Performance through the Lens of Innovation and Business Process Performance and Moderating Role of Entrepreneurial Marketing in Indian SMEs

INOVASI PRODUK OLAHAN DAUN MANGROVE MENJADI CEMILAN PEYE MANGROVE DALAM MENINGKATKAN NILAI JUAL PADA PELAKU UKM DESA KRONJO KABUPATEN TANGERANG PROVINSI BANTEN

The economy of the people in Indonesia is currently still not at the stage of stability, because there are still many home industry business actors who have modest capital and choose to develop home industry businesses from generation to generation. In this community service activity, the team carried out activities in micro businesses on processed mangrove leaf products that were used as peyek. One of the community activities in Kronjo Village, Tangerang Regency, Banten Province whose life is still around the coast is not difficult to find mangrove trees. In the production of processed products in the form of mangrove peyek, difficulties were found that resulted in the production of mangrove peyek not being maximized, including: raw materials for young mangrove leaves which are difficult to obtain due to bad weather factors or long drought and the community around the beach does not know that mangrove leaves can be used as snacks (snacks). Therefore, there is a need for socialization and a touch of innovation in making mangrove leaf peyek so that the public is more familiar with this processed product. The purpose of this PKM is to innovate more innovative mangrove leaf processing. The method carried out in this PKM activity is by providing assistance, increasing production quantity, providing socialization to the community about processed mangrove leaf products, and introducing online marketing through applications or websites. The final result that is expected in this PKM activity is an increase in the sales of mangrove farmers and the public is more familiar with processed products from mangroves so that new SME marketing can be created that is more innovative and can be developed to a sustainable stage.

Government policy towards small and medium tourism enterprises in Indonesia: Proposal for development and increasing regional revenue

The small and medium tourism enterprises sector has experienced a decline in Indonesia’s economic conditions in recent years. This research aims to advise stakeholders regarding factors that must be considered and included in future policy formulation. The research methodology is a mixed method supported by the N-Vivo computer program, interview studies, and FGD. This research focuses on four tourism provinces in Indonesia. The research results using thematic analysis identified 133 codes, 19 categories, nine core themes, and one impact theme. This research’s novelty highlights that government policy’s effects on tourism SME marketing are not significant due to weak support. Apart from that, partnerships and collaboration between the central regional government and tourism SMEs are the main factors determining their development at the regional level. This research concludes that government intervention and support in encouraging the growth and sustainability of tourism SMEs are necessary. The Government must promote collaboration between tourism SMEs because increasing the number of tourists is crucial, as well as encouraging sustainable marketing practices and simplifying regulations. The recommendation is that the Government immediately simplify regulations, expand partnerships and collaboration, and promote innovation in tourism SMEs. By implementing these recommendations, policymakers can create an environment that supports the development of tourism SMEs, allowing the tourism sector to increase GRDP.

The Influence of Entrepreneurial Orientation, Market Orientation, Learning Orientation on Marketing Performance Mediated by SME Marketing Capabilities to Support the Achievement of the Sustainable Develoipment Goals

Objective: The research objective is to analyze the influence of entrepreneurial orientation, market orientation, learning orientation on marketing performance mediated by MSME marketing capabilities to support the achievement of the Sustainable Development Goals. Theoretical Framework: This research uses the Resource Base View (RBV) theory and Dynamic Capabilities as the grand theory. This research uses a quantitative approach with a survey method. Method: The variables studied were Entrepreneurial Orientation, Market Orientation, Learning Orientation, Business Size, Marketing Capability and Marketing Performance. The population is all owners of sandal shoe SME that are supported by the government in Mojokerto City East Java Indonesia by taking a sample of 208 people. Data collection used a questionnaire with a Likert scale of 1 to 5.Data testing uses path analysis, mediation test. Results and Discussion: Entrepreneurial Orientation, Market Orientation and Learning Orientation have a direct effect on Marketing capxbility and Performance. Apart from that, learning orientation has an indirect effect on marketing performance through the mediation of marketing capabilities. By increasing entrepreneurial orientation, market orientation, learning orientation and marketing capability, it can improve the Marketing Performance of MSMEs. This can encourage the success of the Sustainable Development Goals, namely reducing poverty and increasing the welfare of SME. Research Implications: when SMEs have excellent entrepreneurial orientation, market orientation and learning orientation , there is a tendency to use existing resources more effectively so that they can develop their business optimally. For this research, marketing performance in the shoe industry is very important to develop. Originality/Value: The originality of the theoretical model in this research contributes to the development of RBV theory, as well as the implementation of dynamic resource capabilities in SME.

The Impact of Creativity, Market Orientation, and Entrepreneurial Orientation on SME Marketing Performance: Investigating the Mediating Effect of Product Innovation

The Impact of Creativity, Market Orientation, and Entrepreneurial Orientation on SME Marketing Performance: Investigating the Mediating Effect of Product Innovation

Corporate Governance Status of the IT Companies Listed on the Bucharest Stock Exchange

Abstract The paper presents the corporate governance status for the information technology (IT) companies listed on the Bucharest Stock Exchange for 2022, the most recent year for which the companies’ annual reports are available. The paper is part of the authors’ research series which focuses on SMEs from the Romanian IT sector, as one of the most dynamic sectors with growth perspectives nationally. Corporate governance is essential for the business success and sustainability of any company. It provides a framework made of principles, processes and practices for a company to be directed and controlled. In general, it covers aspects of efficiency and accountability for the board of directors, shareholders, management, statutory committees and control systems. For listed companies, these aspects are complemented by regulatory compliance, disclosure and transparency, as well as stakeholders’ engagement. The research is based on a content analysis supplied by Bucharest Stock Exchange, the reports of the IT listed companies and local and international financial institutions. The corporate governance status of the listed companies and the sector overall is determined by using the provisions of the Bucharest Stock Exchange Corporate Governance Codes for the main market and junior SMEs market (called AeRO) and analyzing, through a binary analysis, the annual comply or explain statements of the listed companies. Results show that IT listed companies on the Bucharest Stock Exchange comply with the majority of the provisions of the Corporate Governance Code, even though certain gaps need to be addressed.

Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness

Entrepreneurial marketing and business performance in SMEs: the mediating role of competitive aggressiveness

Impact of Digital Marketing on Micro, Small, and Medium Enterprises (MSMEs)

The micro, small, and medium enterprises (MSMEs) in India produce a varied collection of goods. The rapid changes in technology and consumer preferences have a huge impact on marketing techniques. In contrast to large industries, MSMEs do not have any proper tools for marketing so it is one of the weakest areas wherein small organizations face problems. This article explores the digital marketing prospects of MSMEs. These industries are major sources of employment, growth, and economy so digital marketing of SMEs is important. The various benefits of digital marketing with different tools available are highlighted in this article. This article will also help small industries in creating effecting websites so that they can take advantage of digital marketing. Web analytic tools for analysing website traffic are also discussed in this article so that companies can monitor the effect of digital marketing.

Impact of digital technologies adoption on firm performance: the mediating role of social value creation and the moderating role of entrepreneurial marketing in Indian SMEs

Impact of digital technologies adoption on firm performance: the mediating role of social value creation and the moderating role of entrepreneurial marketing in Indian SMEs

Virtual Reality (VR) Technology in Foreign Language Training for Indonesia's SMEs Actors

This article evaluates the integration of virtual reality (VR) technology in foreign language training for SMEs in Indonesia using the Kirkpatrick Model. The study involved SME actors from various industries who participated in a tailored VR language training program. Surveys and interviews were conducted to assess participants' reactions, perceptions, and relevance to language learning goals. The evaluation measured learning outcomes such as improved language proficiency and increased confidence in using foreign languages in business settings. The study also investigated behavioral changes resulting from VR training, including language skills application in daily business activities and communication strategies with international partners or customers. The overall impact of the program on SMEs' competitiveness, market expansion, and international collaboration was evaluated. The findings indicate that the VR training program was effective, with positive reactions, learning outcomes, and behavioral changes in business activities. The study emphasizes the importance of measuring reactions and suggesting improvements in training materials and implementation schedules based on participant feedback. The VR-based language training program holds promise for enhancing SMEs' language skills, competitiveness, and internationalization efforts.

Creating Digital Creativepreneur for SMEs in Rural Indonesia

SMEs in Balida Village, Majalengka, strives to survive and grow in the pandemic era, while digitalization era provides opportunities to be more creative and reach a broader market efficiently. Main problem is lack of digital literacy and skill among them. Those weaknesses and opportunities drive to a solution program of a digital creative entrepreneur development that aims to enhance digital literacy and accelerate digital transformation in SMEs sector. The program applied activities in current analysis, design solution, training, assistance, and evaluation. The main activities are training and assistance for implementing of digital marketing through a marketplace platform to 32 SMEs with various business fields, such as food and culinary, convection and fashion, groceries, art, health and beauty, and services. The evaluation showed that training and technical assistance had increased digital literacy and interest in digital marketing of SMEs. They plan to expand the market and sell products using the marketplace platform. At the end of this 7-month program, 5 digital creative entrepreneurs were born with the need for advanced development programs.
 Keywords: digital literacy, digital creative entrepreneur, digital marketing, marketplace

The Utilization of Instagram as a Marketing Strategy for SME in Indonesia (A Case Study on @khimar.yumnaa)

mall and Medium Enterprises (SMEs) are becoming more popular in Indonesia, especially after the pandemic. The government also encourages people to establish their own businesses as it has a good impact on the nation’s economy. @khimar.yumnaa, is one of the Indonesian SMEs established in 2017. Unlike other SMEs which usually failed 1-2 years after it was first established, @khimar.yumnaa is able to sustain their business for more than 5 years. Instagram is now becoming one of the most popular tools for SME marketing, and @khimar.yumnaa is also utilizing Instagram as its main marketing platform. Therefore, this research aims to describe the marketing strategy of @khimar.yumnaa and its effectiveness towards their business by doing an analysis on the Instagram features by @khimar.yumnaa. This research is implementing a qualitative study by doing four semi-structured interviews that were conducted with the owner and also 3 customers of @khimar.yumnaa. The outcomes show that optimally using the Instagram features, building interaction with customers, and having good content planning are the main drivers for the success of @khimar.yumnaa Instagram marketing strategy.

IMPLEMENTATION OF DIGITAL MARKETING ON SMALL AND MEDIUM ENTERPRISES

Information and communication technology advancement can transform traditional marketing into internet-based marketing. Marketing digitalization was initially more researched in large companies but was still limited in digital marketing research in SMEs. This study aims to close a knowledge gap to describe the implementation of digital marketing in SMEs and analyze the impact on SME performance. This study used 184 samples of SMEs in West Sumatra. Research variables include entrepreneur aspects, business aspects and infrastructure aspects. The data were analyzed using descriptive and binary logits. The findings show that gender and firm size significantly influence how well digital marketing is used in SMEs. Women entrepreneurs more intensively use social media for digital marketing activities, but limited resources and infrastructure cause SMEs more limited opportunities to adopt digital marketing.

"DIGITAL MARKETING ADOPTION FACTORS IN ALGERIAN SMALL AND MEDIUM ENTERPRISES: A TAM APPROACH"

The aim of this research work is to identify the determinants that influence the adoption of digital marketing in SMEs in Algeria. To achieve this aim and to test the conceptual model proposed in this research work which summarizes the relationships between all the variables, a quantitative approach was adopted. In order to test the research hypotheses, the researcher has adopted structural equation modeling with PLS approach. The results obtained indicate that accessibility indirectly influences the use of digital marketing through the two factors the perceived usefulness and the perceived ease of use. Besides, the cost of access and the saving time influence the use through the perceived usefulness factor; and subjective norms as a significant determinant influencing perceived ease of use. In contrast, the results of this study support technology acceptance theory (TAM) to explain the willingness to adopt digital marketing in SMEs.

A Review on SME's Marketing

A Review on SME's Marketing

Influence of big data adoption on sustainable marketing and operation of SMEs: a hybrid approach of SEM-ANN

PurposeThis research aimed to analyze and prioritize the factors affecting sustainable marketing (SM) and sustainable operation (SO) of manufacturing small and medium-sized enterprises SMEs through big data adoption (BDA).Design/methodology/approachThe technology-organization-environment (TOE) framework was used as a theoretical base and data were gathered from manufacturing SMEs in Malaysia. The 159 questionnaire replies of chief executive officer (CEO)/managers were analyzed using a hybrid approach of structural equation modeling-artificial neural network (SEM-ANN).FindingsThe findings of this study showed that perceived benefits (PB), technological complexity (TC), organization's resources (OR), organization's management support (OMS) and government legislation (GL) are the factors that influence BDA and promote SM and SO. The findings of ANN showed that a perceived benefit is the most important factor, followed by OMS.Practical implicationsThe findings of this study can assist SMEs managers in making strategic decisions and improving sustainable performance and thus contribute to overall economic development.Originality/valueThe manufacturing industry is under immense pressure to integrate sustainable practices for long-term success. BDA can assist industries in aligning industries' operational capabilities. The majority of the current research have mainly emphasized on BDA in corporations. However, the associations between BDA and sustainable performance of manufacturing SMEs have been less explored. To address this issue, this study developed a theoretical model and examined the influence of BDA on SM and SO of manufacturing SMEs. Meanwhile, the hybrid methodological approach can help to uncover both linear and non-linear relationships better.

Research on the Economic Management Model of Tibetan SMEs from the Perspective of Marketing

With the development of Chinese enterprises, marketing and enterprise economic management are taking up an increasingly large proportion in the work of enterprises. It is undeniable that there are many problems in the enterprise economic management of Tibetan SMEs in China at present, such as the lack of relevance of economic management mode, limited to the traditional marketing concept, the organization cannot adapt to the actual development environment, the lack of enterprise economic management personnel, and the enterprise economic management system is not perfect. Measures are proposed accordingly for these problems to promote the marketing of Tibetan SMEs in China to have a rapid growth.

Marketing Digitalization in Micro, Small, and Medium Enterprises (MSMEs) of Pamekasan Regency in Post-Pandemic

Digitalization is a process of moving a business model that was originally used manually toward digital. While digital marketing or digital marketing is a form of business promoting and marketing a brand or brands using digital media such as the internet. The purpose of this study was to find out the use of digital marketing in post-pandemic Pamekasan Regency SMEs. This research method uses descriptive quantitative analysis with data collection techniques using a questionnaire. Respondents in this study were Pamekasan Regency MSMEs engaged in the food and beverage sector with a total sample of 45 MSMEs. The data analysis process uses editing, coding, tabulation, and data analysis.

Social Media Marketing and Business Performance of SMEs during the Covid-19 Pandemic in Sri Lanka

Social Media Marketing and Business Performance of SMEs during the Covid-19 Pandemic in Sri Lanka

Direct Marketing Strategy To Increase Sales of SME Production in Budo Village, Wori District – North Minahasa Regency, North Sulawesi Province

Budo Village in Wori District, North Minahasa Regency is a one of the assisted villages of the Manado State Polytechnic which is rich in resources nature is like marine tourism. The prima donna are coconut plants and their shells made souvenirs. However, sales activities are still not productive because marketing activities only rely on the traditional way of selling directly to consumers. Therefore, the role of marketing is very important. Marketing is an economic action that is very influential on the high and low income of producers. Good production will be in vain if the price the market is low, because high production does not automatically provide high profits without being accompanied by good and efficient marketing. Pre-research results show that internally, having a workforce sufficient, adequate raw material but facilities, business capital and technology insufficient. This study aims to identify the description of Direct Marketing of coconut shell souvenirs, analyzing the promotional activities carried out, formulate Direct Marketing that already uses social media. This study method uses a qualitative descriptive method. Data collection in this research study uses primary data sources of observations and interviews as well as data sources secondary through documentation. The results to be obtained are the application of direct marketing in SMEs is good, and already using a promotional mix strategy one of which is direct marketing by using media.internet. Outcomes to be achieved Final report, Scientific publications in journals Nationally accredited, Final Project for management study program students marketing involves two sixth semester students and teaching materials. First stage of proposal making, second stage of site survey and collection data, the third stage of data processing, training groups to promote and selling using social media, presentation and improvement, the fourth stage of report submission and the fifth stage of publication.