Small firm marketing: synthesising and supporting received wisdom

Abstract

PurposeIt is acknowledged that while there is a paucity of marketing research focusing on small firms relative to larger firms, a significant contribution to this field has been made in recent years. However, while such research has proved useful, it remains quite disparate, and gleaning a current understanding of how small firms market their goods and services, is difficult. This paper aims to produce an empirically validated framework of small firm marketing activities.Design/methodology/approachA qualitative cross‐sectoral study of small firm marketing was undertaken. Semi‐structured, in‐depth interviews were conducted with 30 small firm owner‐managers. A literature derived, conceptual framework provided the basis for the interview guide.FindingsThe study confirmed that the nine key themes highlighted by a critical review of the literature represented the marketing practices in small firms. It offered some refinement to specific characteristics and activities within the themes and so offered an empirically supported model of small firm marketing.Research limitations/implicationsIt is hoped that future research can use the framework as a means of demonstrating how various factors contribute to small firm marketing activities and indeed, offer further refinement and embellishment of the overall framework. This framework represents a baseline against which the effects of newly emerging phenomena can be assessed.Originality/valueWhile much research has been undertaken in the field of small firm marketing, few attempts have been made to address the question: what are the key marketing activities in which small firms engage? This paper addresses this question and offers a flexible, cross‐sectoral representation of marketing practices in small firms.

The Contribution of Networking to Small Firm Marketing

“…O'Donnell () presents an empirically derived model that captures the key activities in which small firms engage, which were found to be: marketing planning, managing limited resources, keeping existing customers, acquiring new customers, gathering information about customers, gathering information about competitors, managing the product offering, managing pricing, managing delivery; her study also highlighted and confirmed the importance of two overriding, contextual factors: industry norms and the organization's life cycle stage (O'Donnell ).…”

“…However, though the application of large firm models to a small firm context is generally criticized, it is accepted that the basic principles of marketing are broadly applicable to both large and small businesses (Dragnic 2009;Reynolds 2002;Simpson et al 2006). O'Donnell (2011) presents an empirically derived model that captures the key activities in which small firms engage, which were found to be: marketing planning, managing limited resources, keeping existing customers, acquiring new customers, gathering information about customers, gathering information about competitors, managing the product offering, managing pricing, managing delivery; her study also highlighted and confirmed the importance of two overriding, contextual factors: industry norms and the organization's life cycle stage (O'Donnell 2011).…”

The usage of digital marketing channels in SMEs

“…On a more general level, the study contributes to the discussion on SME marketing practices (e.g. Gilmore et al, 2007;O'Donnell, 2011;Reijonen, 2010;Simpson and Taylor, 2002). …”

SMEs and Marketing: A Systematic Literature Review

“…). Moreover, few papers have presented a critical analysis of the background literature on SME marketing (O'Donnell ). Therefore, understanding of how the concept of marketing is seen and put into practice in SMEs is still sketchy, remaining an issue of interest among academics and practitioners (Blackburn and Kovalainen ; Reijonen ).…”