SME marketing networking: a strategic approach

Abstract

᭹A strategic approach to how small and medium sized enterprises (SMEs) use their marketing networks during a time of change in their operating context is the focus of this article. SME networking is analysed using the structural, relational and usage dimensions associated with network frameworks. ᭹ Specifically, the paper examines marketing network processes (MNPs) that are investigated through the use of network behaviour for SME management. The development of a thematic approach in viewing a network as a strategic analytical construct allowed these MNPs to be studied in relation to the specific theme chosen and how they do their strategic marketing. ᭹ The research in this paper focused on the use of SME network activities in relation to strategic marketing, to gain an in-depth understanding of the nature and role of strategic marketing networks in SMEs during a time of environmental change.

Networking in the Transport Sector: Inter-Firm vs Intra-Firm Perspective

“…In the research, as a core to analyze two types of phenomena have been chosen: (1) different types of networking (inter-firm vs intra-firm), (2) usage dimension of the transport networks (Carson et al 2004).…”

“…Despite the recent year's researches' attention to the networking theory it has not reached maturity stage and there is no commonly agreed classification and definitions. Some authors (Casson 2001;Moller, Halinen 1999) investigate networks as an object; others (Carson et al 2004;Neergaard 2005) approach the networking as a process. Some set of definitions to show different researchers' perspective on networking are as follows:…”

“…Network analysis could be easily structured and supported by three dimensions by Carson, et al (2004) (Fig. 3).…”

Encouraging Women Entrepreneurship to Join the Global Market (Case study on Fashion Industry in West Java)

“…This concept emphasizes the relational orientation (not transactional) relating to: a) a high confidence level, b) communication and commitment that leads to economic logic and critical to creating knowledge and collaboration, c) is important in understanding the activity on the network. Further Carson et al (2004) suggested a relational dimension (commitment, and co -operation) as an important component in improving the network linkage strategy is a strength enterprise (SME). According Prashantham and Balachandran ( in Jones et al 2009) the relationship in the network plays an important role in facilitating and accelerating the international activities of SMEs.…”

Proposed Conceptual Model Internationalization of Small Medium Industries (SMIs) in Indonesia: The Relationship between Entreprenurial Orientation, Network Capital, Degree of Internationalization and Business Performance

“…Entrepreneurial orientation defined is a strategic orientation adopted by entrepreneurs who exhibit characteristics, namely willingness to face risk, innovative, proactive and compete aggressively (Lumpkin & Dess, 1996, Wiklund & Shepherd, 2005Rauch et al, 2009). Network capital is defined as networking capabilities to build a professional network through the use of relationships and collaborating with partners (Blomqvist & Levy, 2006;Carson et al, 2004, O'Toole & McGrath, 2008. The construct degree of internationalization is defined as degree/intensity of SMI in the conduct of international business (Sullivan, 1994b;1994a;Kuivalainen et al, 2010;Gillies, 2005).…”