although the literature is copous on small and medium-sized enterprises (SMEs), there are few studies on marketing and communications in ths type of business. In additon almost all of these contribution are theoretical in nature and emphasize that SMEs are characterized by almost non-existent managing-marketing mix. Starting from these initial considerations, the research aims to: 1) contribute to the literature on the subject by means of cross-countru research involving Italy and England; 2) highlight the reversal in trends. To this end, a quantitative analysis involving a sample of 100 SMEs was carried out during the period from February to November 2011. From an overal perspective, clearly compared to the past SMEs tend to use a wider range of marketing and communication strategies encouraging more investment. However there are differences in the approach adopted dictated by the reason intrinsic to the firms: sector, size etc.. The managerial implications of the research online strategies for the development and promotion of SMEs in European context contribuiting to the debate on the need for an approach to marketing planning and communication in SMEs. In this respect, the purpose of our empirical study was better understand, at international scale, the dynamics intrinsic in the decision whether to adopt specific marketing strategies and communication in SMEs. However, the diversity of the sector, its dimension and the limited number of the two samples do not allow an accurate comparative analysis nor the generalizing of results.

Marketing strategies in SMEs: a cross-country comparison between Italian and English firms

MELE, Renato;TROISI, ORLANDO;TUCCILLO, CARMELA
2014-01-01

Abstract

although the literature is copous on small and medium-sized enterprises (SMEs), there are few studies on marketing and communications in ths type of business. In additon almost all of these contribution are theoretical in nature and emphasize that SMEs are characterized by almost non-existent managing-marketing mix. Starting from these initial considerations, the research aims to: 1) contribute to the literature on the subject by means of cross-countru research involving Italy and England; 2) highlight the reversal in trends. To this end, a quantitative analysis involving a sample of 100 SMEs was carried out during the period from February to November 2011. From an overal perspective, clearly compared to the past SMEs tend to use a wider range of marketing and communication strategies encouraging more investment. However there are differences in the approach adopted dictated by the reason intrinsic to the firms: sector, size etc.. The managerial implications of the research online strategies for the development and promotion of SMEs in European context contribuiting to the debate on the need for an approach to marketing planning and communication in SMEs. In this respect, the purpose of our empirical study was better understand, at international scale, the dynamics intrinsic in the decision whether to adopt specific marketing strategies and communication in SMEs. However, the diversity of the sector, its dimension and the limited number of the two samples do not allow an accurate comparative analysis nor the generalizing of results.
2014
978-88-6541-407-1
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11386/4680857
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