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Evaluating the Marketing Capability of SMEs - Case Study Example

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This case study "Evaluating the Marketing Capability of SMEs" elucidates on the concepts of Entrepreneurial Marketing and the benefits for SMEs. It would explain the need for benchmarking entrepreneurial marketing capability for SME through marketing audits. …
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Download file to see previous pages In light of the literature survey, the essay would elucidate the concepts of Entrepreneurial Marketing and the benefits for SMEs. Using a case study analysis, the essay would explain the need for benchmarking entrepreneurial marketing capability for SME through marketing audits.
The concept of entrepreneurial marketing is more suited to dynamic environments, thought to improve the performance of SMEs. With a loose construct to this belief, it is sometimes confusing to judge the interrelationship on generalizations and applicability of both identified disciplines. The strategy remains on how this combined form of marketing can help small businesses and SMEs compete in challenging environments. This leads us to a variety of factor identification, such as strategy, tactics competitive advantage, customer value (Duus, 1997; Morris, Schindehutte and LaForge, 2002; Bäckbrö and Nyström, 2006; Miles and Darroch, 2006; Webb, et al., 2011), effects on performance, entrepreneurial trait, word-of-mouth, stress management, personal networks and implementation (Hill and Wright, 2000; Collinson and Shaw, 2001; Bjerke and Hultman, 2002; Carson, 2010, Shaw, 2004). The blended value proposition of entrepreneurship and marketing trying to merge concepts has led to intricacies and varied interpretations (Morris, Schindehutte and LaForge, 2002). In the absence of a universal concept or definition, it presents both an opportunity and a challenge for research in this direction.
The entire section has been divided into two broad sections. In the first section, the factors related to successful entrepreneurial marketing would be identified through an intensive literature survey. On the basis of the research problem identified, the next section of the essay will deal with evaluating the marketing audit tool to assess the success of SMEs in the UK, chosen for the purpose of the study. ...Download file to see next pagesRead More
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