SME Marketing Research Articles

Understanding and predicting the determinants of blockchain technology adoption and SMEs' performance

PurposeThe success of SMEs' financial and market performance (MAP) depends on the firms' level of blockchain technology adoption (BCA) and identifying the crucial antecedents that influence SMEs' adoption. Therefore, this research attempts to develop an integrated model to understand and predict the determinants of BCA and its effect on SMEs' performance. The purpose of this paper is to address this issue.Design/methodology/approachThe theoretical foundations are the technology–organization –environment (TOE) framework and the resource-based view (RBV) perspective. The authors distributed a survey to SMEs in South Africa and received 311 responses. The covariance-based structural equation modeling (CB-SEM) followed by the artificial neural network (ANN) technique was used for the data analysis.FindingsThe SEM results showed that SMEs' relative advantage, compatibility, top management support (TMS), organizational readiness (ORD), competitive pressures (COP), external support, regulations and legislation significantly influence SMEs' BCA. However, complexity negatively impacts SMEs' BCA. The analysis results also revealed that SMEs' BCA significantly influences the financial performance of the firms, followed by MAP. Furthermore, model determinants were input to an ANN modeling. The ANN results showed that TMS is the most critical predictor of SMEs' BCA, followed by ORD, COP, external support, and regulations and legislation.Practical implicationsThe results provide valuable information for SMEs when maneuvering their adoption strategies in the scope of blockchain technology. Additionally, from the perspective of an emerging market, the study has successfully contributed the TOE framework and the RBV.Originality/valueThis study is the first work to explore the determinants of BCA in the context of SMEs from a developing country. This paper is also one pioneer in attempts to develop a causal and predictive statistical model for predicting the determinants of BCA in SMEs' performance.

Marketing of SMEs in the digital age: Challenges and issues

Marketing of SMEs in the digital age: Challenges and issues

PERANCANGAN POLA BARU PEMASARAN USAHA FASHION DI INDONESIA MELALUI FENOMENA CITAYAM FASHION WEEK

The Citayam Fashion Week phenomenon is a phenomenon that in recent months has become a hot topic of conversation among Indonesian people. This phenomenon is a phenomenon where teenagers from Jakarta and the surrounding area gather on Jalan Sudirman to show off their outfits or clothes to the general public. This phenomenon raises the economic potential to develop fashion SMEs in Indonesia. The purpose of this research is to design the concept of marketing and business branding in fashion SMEs in Indonesia. The research method used is descriptive qualitative with a literature and literature study approach. The results of this study are in the form of marketing and branding patterns in fashion SMEs. Not only that, this study also describes the landscape of the marketing and branding ecosystem for fashion SMEs in the era of the Citayam Fashion Week phenomenon

Examining relationship marketing and strategic branding in b2b Greek SMEs: A family business development

Α survey of relationship marketing, branding, and the family business life cycle is conducted to determine the extent to which these variables ensure their path to the next generation. The study examines whether interpersonal relationships apply to family SME businesses and how they adopt relationship marketing as their main strategy. The study provides an insightful benchmarking approach between family businesses in early stage (1st and 2nd generation) and well-established (3rd and 4th generation) companies. In addition, the adopted branding process is examined. A qualitative method was chosen for the interviews with five B2B Greek family companies in the trading sector. Family businesses are Greek, have a known brand name, and family members are involved in the decision-making process. All participants agree that personal or friendly relationships of the owner-founder with customers, suppliers, and staff are crucial at the launch of businesses, and growth is a synonym for business survival. Data analysis revealed that relationship marketing is not related to the stages of development, as different perceptions were observed among participants of well-established and companies in the early stage. The results also show a significant relationship between different stages of family business’s development and branding strategies, documenting that owners of well-established family businesses focus on organizational structure and culture. In contrast, owners of family businesses in the early stage rely on personal relationships. Branding strategy seems to be the appropriate approach for a family-owned business to survive in the marketplace and have succeed pass on to the next generations.

THE EFFORTS TO IMPROVE PRODUCTS FOR DEVELOPMENT OF MICRO SMALL MEDIUM ENTERPRISES (MSMEs) BASED ON DIGITAL CREATIVE ECONOMY IN THE SOUTH TANGERANG REGION

Social media platforms are noteworthy today, characterized by significant advancements in information and communication technologies. Therefore, SME marketing must be able to take advantage of Smart Phone-Online- Based marketing through online digital media. Online Sales Applications, as well as promotion and marketing of SME products by utilizing Social Networks, so that they can become media that can represent products needed by consumers. One of the obstacles encountered by SMEs in the South Tangerang City area. This Community Service (PKM) provides mentoring training for Micro, Small, and Medium Enterprises (MSMEs) online shops based on a creative digital economy in South Tangerang City. This community aims to increase MSME actors' income by training to create online stores, editing product photos, and expanding networks (networks), documentation, and publications. From the activity results, digitalization efforts for creative economy business actors and MSMEs can be achieved by digitalizing the economy and digitizing legal entities by establishing and registering business entities, registering Intellectual Property Rights online, and registering for online NIB (Business Permit Numbers).In addition, online Single Submission (OSS) is risk-based in business licensing. Meanwhile, economic digitization can be achieved by participating in online and offline training, doing online marketing on social media; Instagram, Facebook, Linkedin, TikTok, and the marketplace, and obtaining tips for successful business on the government's official website and digital social media

Analysis and Investigation on BI Tools Utilization for Enhanced CRM and Marketing in KSA SMEs

This paper is to focus on the Adoption are companies embracing BI for small or medium businesses in KSA. Solutions need to be sought so that the available data is secured in terms of privacy, authenticity, and integrity. If they are not adopted means it is a weakness for companies: for instance, fragmentation, sales, IT, even the electronics companies... whatever. BI adoption in SMEs of KSA. The factors influencing BI, nature, the extent of influence, the role of BI in SMEs, and its relative advantages are clearly given. It is found that research studies do not focus on theories like TMA, TPA, and diffusion of innovations to a greater extent. Research scholars must orient themselves and conduct qualitative and quantitative studies in these areas. In KSA, SMEs continue to dominate and influence the country’s economic landscape and it has greater implications on the industrial performance, output, and economic growth of this country. Finally, the executive manager wants to see the report make the right decision (Decision Support System) if you don’t have BI Tools, you don’t have Strategic Planning & duration of 5 years, for example, we want to increase the sales in these nations’ hypothetical. Decision Support System: Helps the strategic companies to be competitive along time and discover weaknesses and strengths points to enhancement by analysis.

“Old boys' club”: Barriers to digital marketing in small B2B firms

Despite the widely acknowledged benefits of digital marketing, many B2B SMEs have been slow to adopt these practices. These firms' characteristics and ways of working mean that digital marketing as practiced in B2C or in larger firms may be unsuitable. This paper aims to increase understanding about digital marketing in B2B SMEs, by examining the barriers they face and the digital practices that work for them. A qualitative research methodology is used to focus on these previously unexplored practices in small B2B firms operating with the oil and gas industry. The study identifies the internal and external factors linked to this B2B SME context that both influence and act as barriers to digital marketing practice. The distinctive pattern of marketing practices arising from this combination of factors and the limited role of digital marketing within it, are revealed. These insights extend the debate about digital marketing's use by showing empirically that a “one size fits all” ways of thinking about digital marketing is not appropriate for B2B SMEs. The implications for researchers and practicing managers are considered.

Building marketing performance through digital marketing and database-based networking capability in Indonesian SMEs

This study aims to bridge the theoretical gap in the relationship of business ability to build relationships with marketing performance in the digital economy era, marked by the application of IT in its business activities. The progress of the digital economy is currently increasing in response to the Covid-19 pandemic. Data collection was conducted by distributing questionnaires to the owners and managers of SMEs in the city of Medan. Questionnaires were distributed to 175 respondents using non-probability sampling and purposive sampling techniques. Testing models and hypotheses using Structural Equation Model (SEM) was conducted with AMOS software version 23. The results show that SMEs are more likely to build and develop database-based networks to improve marketing performance. It is empirically proven that digital marketing, strategy quality, and relationship-building skills improve SMEs' marketing performance in Medan City. Theoretically, this study contributes in highlighting the strategy quality and relational database as moderating variables in the relationship between relational capability and marketing performance in digital business.

Analyzing the relationship between green innovation, creative excellence, empowerment and marketing performance of Indonesian SMEs

This study aims to explain the partial and simultaneous effect of green innovation, competitive advantage and empowerment on marketing performance. Quantitative research method is used through data collection from online surveys with a sample of 130 respondents. Green innovation variable with innovation indicators in processes and products, competitive advantage variable with unique product indicators, flexibility, customer relationships and empowerment variables are measured from the dimensions of market development, knowledge and facilities. The marketing performance variable is expressed in three dimensions, namely sales, growth, and market share. The measurement of respondents' answers to the questions in the questionnaire adopts a Likert scale consisting of seven alternative answers. Furthermore, the results of the questionnaire are analyzed using multiple linear regression with the help of the SPSS program. The results of the research indicate that competitive advantage and empowerment have a positive and significant effect on marketing performance, however, green innovation has a negative and insignificant effect on marketing performance. Simultaneously there is a positive and significant effect of green innovation, excellence competitiveness and empowerment on SME marketing performance.

Do-it-yourself Marketing and Digital Marketing Adoption: Evidence from a Developing Country

Abstract Background: Digital marketing is a new form of business management and promotion, namely promoting services and products of (SMEs)small and medium enterprises. Despite the importance of digital marketing, SMEs in developing and post-transition countries still do not fully utilize the benefits of digital marketing. Objectives: This study aims to analyse the DIY (do-it-yourself) model and the impact that this model has on digital marketing adoption. Methods/Approach: The online survey research was conducted among 194 SME managers in Kosovo. The proposed research model was analysed by partial least square structural equation modelling (PLS-SEM). Results: Findings show that the degree of perception of ease of use impacts the process of digital marketing adoption. Moreover, the degree of control seems to be the most important factor impacting process of the digital marketing in SMEs. Conclusions: SMEs use DIY marketing and adopt digital marketing because this form of practicing marketing activities offers more control for companies in their marketing activities. In addition, perceived ease of use of technology facilitates the process of digital marketing adoption among SMEs. Finally, the study provides insights for managers and businesses using DIY marketing and adopting the process of the digital marketing in SMEs.

Exploring social media affordance in relationship marketing practices in SMEs

Studies on social media use and effectiveness in large firms abound in the literature. However, social media usage for relationship marketing in small and medium enterprises is under-researched. This research examined how social media affordances influence SMEs' relationships with their customers. The Technology Affordance theory was utilized as the theoretical framework. Furthermore, a case study was used as the research design. The study's participants were SME owners/managers operating in Ghana. The thematic analysis technique was used to analyze data. The study identified three affordances of social media in the context of relationship marketing in SMEs: brand visibility, sharing, and relationship. These social media affordances result in customer acquisition. The findings and their implications have been discussed in the paper.

Multi-Sided Digital Platforms’ Application in SMEs’ Fashion Brands Internet-Enabled International Marketing

Purpose: While the multi-sided digital platforms (MSPs) enjoy increasing interest regarding their business models and internationalisation, little research has been done on the application of MSPs in firms` foreign expansion. Specifically, it is unclear how MSPs can support small and medium enterprises` (SMEs) international marketing. The aim of this paper is to identify models of MSPs application in the Internet-enabled international marketing of SMEs’ fashion brands. Design/Methodology/Approach: As the research method a multiple-case study was used. Data were obtained from both in-depth interviews with managers of four Polish SMEs – owners of fashion brands, whose products are sold in the foreign markets via MSPs, and secondary sources. Findings: Studied companies offer their products via international MSPs originating from foreign markets and home country. It may be initiated both by platform`s operators, brand owner and a foreign distributor. Responsible for the relations with MSPs and in control over international marketing via MSPs may be both brand owner and a foreign distributor. Practical Implications: Presented models of MSPs application in international marketing can be used as a basis for shaping marketing strategies in this area. Originality/Value: This paper contributes to the better understanding of SMEs` Internet-enabled international marketing using MSPs.

Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research

ABSTRACT The development of the Internet and the implementation of traditional marketing strategies have given rise to the emergence of digital marketing strategies exploited both by SMEs and large companies. These companies combine data sciences with digital marketing strategies to sell products, generate brand awareness, or access new markets. The present study aims to understand the role and use of data science by SMEs in their online marketing performance. The research method used in this study is a systematic literature review. The data were analyzed using multiple correspondence analysis (MCA) in the programming language R. Based on the results, we identify a total of seven state-of-the-art uses of data science in digital marketing used by SMEs in their online marketing strategies that are graphically represented and analyzed. In addition, four future lines of research are proposed and discussed to understand the direction of the next steps that SMEs should take to successfully develop their digital strategies. Finally, the review concludes with a discussion of the theoretical and practical implications of our findings for further research on the influence and use of data sciences in SMEs' online marketing performance.

An empirical study of marketing of SMEs in the tourism sector

ABSTRACT In the tourism industry, products and services of destination are synonyms with branding. Marketing works as a bridge that connects the path for a successful business approach, especially for rural tourism firms. However, the nature of community tourism firms’ marketing and their various produces are understudied. The current study aimed to access and understand these gaps. A survey of 355 tourism firms owned and run by the local community was collected through a semi-structured questionnaire from Arunachal Pradesh, Northeast India. The study found that most community tourism firms lack a long-term branding approach and integrated marketing communication. The majority of community tourism firms conceive product/service features by themselves without any external interventions. The implication of this study will be useful in segmenting tourism products and services produced by community tourism firms from general tourism marketing; contribute to industry practitioners and government bodies involving in projects related to rural and community-based tourism.

DIGITAL MARKETING PADA UKM : IDENTIFIKASI RISET GAP MELALUI STUDI LITERATUR REVIEW

The development of digitalization is getting faster, along with the growth in internet usage. Data from Kominfo, internet users in Indonesia, grow 10.2 percent annually or around 27 million users, when compared to internet users in the world, Indonesia is ranked 5th. This condition makes a very drastic change in the marketing world, namely a system change from conventional to digital. The need to conduct research on the use of digital marketing in SMEs is very important. The purpose of this study is to develop an understanding of research related to digital marketing in SMEs, and find research gaps in research published between 2015 and 2020. To analyze and reviewing literature on the theme of digital marketing in SMEs, using systematic analysis and classifying published data from marketing journals, economics, business and management journals as well as IT journals that can be accessed online. The results show. There is a research gap in the field of digital marketing, to fill it, research is needed to investigate the opportunities created by digital marketing for SMEs in Indonesia.

Affiliate Marketing in SMEs: The Moderating Effect of Developmental Culture

The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts various technology adoption models to identify determining factors of intention to use affiliate marketing among SMEs. Developmental culture is included in the research model to assess its moderating effect. An online survey questionnaire has successfully obtained 180 usable responses for data analysis. The findings show that perceived usefulness, observability, and social influence are significant determinants of intention to use affiliate marketing. Developmental culture is found to moderate the results. Low developmental culture enhances the relationship between perceived usefulness and the intention to use affiliate marketing whereas high developmental culture strengthens the relationship between compatibility and the intention to use affiliate marketing. Implications of this study are discussed.

Marketing and branding strategy for the South Baltic Sea Region: reinforcing regional innovation in SMEs through cross-border collaboration models in the age of transformation

South Baltic Sea Region (SBSR) is one of the EU cross-border regions that due to the patchy development patterns qualifies for EU financial support reinforcing innovation capacity and promoting collaborative and competitive mindset. Historically shaped by international collaboration patterns across the Baltic Sea, the SBSR turns into maritime or blue EU region. Being an integral part of the Baltic Sea Region (BSR) that has developed as role model for sustainable, green and smart region in the recent years, SBSR experiences increasing pace of change and the urge for sustainable transition. This creates a real conundrum for appropriate regional action. In this light, in the frame of the “InterMarE South Baltic” – a part-financed EU INTERREG project the researchers set out to contribute to situational improvement by developing tailor-made cooperative and region-wide Marketing and Banding Strategy for regional SMEs of all Blue Economy sectors. A joint macro-regional positioning strategy for the SBSR is highly missing and available strategic attempts can be traced back to joint marketing measures in the tourism sector only. Therefore, building on eclectic empirical data covering more than 130 surveyed SMEs from all participating countries – Denmark, Germany, Lithuania, Poland and Sweden, supported by expert interviews with representatives of Blue Economy sectors in the SBSR and BSR, direct observations and field research done in the frame of study visits outside the region, this treatise presents an innovative, integrative and topical cooperative model for joint cross-border marketing and branding of SMEs operating in the SBSR in all applicable Blue Economy sectors.

Innovation among SMEs in Finland: The impact of stakeholder engagement and firm-level characteristics

PURPOSE: The aim of the paper is to analyse the importance of both internal capabilities (resources) and external information sources in implementing product, process, marketing and organizational innovations aiming to maximize firm competitive advantage and create value for stakeholders. Furthermore, in particular, we examine the role of public organizations, business networks, firm size, and the industry sector, in the emergence of different types of product, process, marketing, and organizational innovations. The research was based on the typology of innovation (product, process, marketing, and organizational) adopted by the OECD. METHODOLOGY: The paper is based on data from 389 SMEs located in Finland and describes the development of a model for testing the factors that increase the innovativeness of SMEs. The logistic regression model is used as a methodology. Findings: The results show that the creation of novel products, processes and marketing innovation is connected to various external sources of information, such as fairs, the media and the internet. Moreover, the relationship between internal capabilities such as the firm’s know-how increases the marketing and organizational innovativeness of SMEs. Our results demonstrated that the creation of product innovation is positively connected to manufacturing. Furthermore, we find that the creation of novel processes and organizational innovation is related to firm size, such that firms with fewer than 20 employees (smallest firms) were concentrated among non-innovators and companies with more than 20 employees were concentrated among innovators. IMPLICATIONS FOR THEORY AND PRACTICE: The contribution of our study is to analyse to what extent various types of innovation rely on specific information sources. This study also provides suggestions for practice and policymakers. Contrary to expectations regarding our findings, public support organizations were not statistically significant in any innovation model. Therefore, public support organizations should develop better mechanisms to find SMEs with strong motivations to develop new products and market opportunities. ORIGINALITY AND VALUE: This paper provides a new and topical viewpoint for the literature by examining the possible factors explaining the increase in SMEs’ likelihood of implementing product, process, marketing, and organizational innovations. Our study provides comprehensive information on how different stakeholders contribute to the emergence of SME innovation.

An Analysis of Smes Market in History of Azerbaijan

Research background: World experience shows that small and medium business in a civilized form is an important condition for the restoration of not only the economy. Periods of recession, stagnation and stabilization at a time when small and medium enterprises are the acceptable form of activity were observed. Purpose of the article: The purpose of the study is to identify the weaknesses of small and medium enterprises in the local market, to analyze the main stages of development of such enterprises in Azerbaijan. The research database includes works on the issues of local and foreign authors, decisions of the Cabinet of Ministers and the Ministry of Economy of Azerbaijan, normative-legal acts, statistical materials. The results will serve as the basis for further actions- the formation of innovative databases for data processing and analysis, the correct creation of the management structure of many business objects, the support of know-how and start-ups, financial literacy and the reduction of profit leakage. The novelty and practical results of investigation: The importance of the impact of modern technologies and innovations on business development is also explained. The problems of business, which can hinder the diversification of the economy, were considered.

중소기업에서의 내부마케팅, 직무만족, 자기효능감, 기업성과 간 관계 규명에 대한 연구

[연구목적] 본 연구의 목적은 중소기업에서의 내부마케팅, 직무만족, 자기효능감, 기업성과 간의 관계를 규명하여 중소기업의 기업성과를 높이기 위한 효과적인 인적관리와 조직운영 방안을 도출하는 것을 목적으로 하였다.<BR>[연구방법] 국내 중소기업에 근무하는 구성원들을 대상으로 수집한 410매의 설문자료를 SPSS와 AMOS 프로그램을 이용하여 구조방정식 모형을 분석하였다.<BR>[연구결과] 내부마케팅의 구성요소인 권한위임, 복리후생, 보상은 기업성과에, 교육훈련과 복리후생, 보상, 내부커뮤니케이션은 직무만족에, 권한위임과 내부커뮤니케이션은 자기효능감에, 직무만족과 자기효능감은 기업성과에 각각 긍정적 영향을 미치는 것을 확인하였다.<BR>[연구의 시사점] 중소기업의 인적, 제도적 측면에서 내부마케팅과 자기효능감, 직무만족 간의 구조적 관계를 분석하여 중소기업이 지속적으로 성장 발전할 수 있는 주요 변인을 탐색하고 그 대안을 제시하였다.