Patterns of SME’s Marketing Mix Combinations and Their Characteristics in Export Markets

Larimo, Jorma; Zucchella, Antonella; Kontkanen, Minnie; Hagen, Birgit

doi:10.1007/978-3-319-61385-7_14

Cited by 4 publications

(4 citation statements)

References 36 publications

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“…Stable and sustainable growth of a family business usually involves organized marketing efforts, but under direct guidance of the owner. This fact was confirmed in the research, and it can be concluded that it presents one of the preconditions for successful implementation of the marketing strategy in a family business [61][62][63].…”

Section: Discussionsupporting

confidence: 69%

Family Business Owner as a Central Figure in Customer Relationship Management

Arsić

Banjević²,

Nastasić³

et al. 2018

Sustainability

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This paper presents theoretical and empirical research on the activities and attitudes of a family business owner regarding marketing as a business function. The development of successful business relationships of a family business is tightly connected with the activities of the business owner. The theoretical review examined numerous family and non-family business studies by analyzing the existing paradigms of marketing management as a whole. The empirical research, surveying 420 family businesses in Serbia, defined the overall role of the family business owner in customer relationship management regarding business-to-business (B2B) and business-to-consumer (B2C) relationships. Key findings suggest that the main difference in customer relationship management (CRM) between family and non-family companies is related to B2B relationships, which the family business owner is heavily involved in managing, in terms of invested time and responsibility. Future research should cover aspects of internationalization (to regional markets) because it is essential to cross-examine regional with local contacts of a family business owner, to provide full comprehension of the complexity of market relationships in a family business environment.

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Section: Discussionsupporting

confidence: 69%

Family Business Owner as a Central Figure in Customer Relationship Management

Arsić

Banjević²,

Nastasić³

et al. 2018

Sustainability

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“…Therefore, there is need to carry out another study to validate the elements that are critical for start-ups. Moreover, standardizing and ranking of marketing mix has remained a challenge to both academia and practitioners (Larimo et al, 2018). Given that this study was qualitative in nature and that a limited number of start-up owners were interviewed, the findings are limited to the extent that they cannot be generalized.…”

Section: Discussionmentioning

confidence: 98%

“…Moreover, using the marketing mix elements helps businesses to effectively communicate and sell their products to end users (customers). The use of marketing mix element emphasizes aggregation because application of all mix elements brings about better economies-of-scale (Larimo et al, 2018). Although marketing mix elements have been studied by variously authors (Sanclemente-Téllez, 2017; Abril and Rodriguez-Cánovas, 2016;Londhe, 2014;Hashim and Hamzah, 2014), no study has assessed the marketing mix application in start-ups in Uganda.…”

Section: Based Onmentioning

confidence: 99%

“…It is a tool used to effectively market goods and services to prospective customers by communicating value (Ashraf and Bhalla, 2018). This increases the marketers" understanding of the strategies available to market their offering to the target audience (Larimo et al, 2018). McCarthy (1964) referred to marketing as a means of translating marketing planning into practice.…”

Section: Literature Reviewmentioning

confidence: 99%

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Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Tibaingana¹

2019

Afr. J. Bus. Manage.

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Firm incubation and marketing mix are not new concepts in the business world. They have been existing for decades and their meaning has been explained in real business sense. Despite being in existence for long, little is known about how marketing mix elements (popularly referred to as the "Seven P's") are used by business start-ups during incubation. Data were collected from owners of start-up businesses in the incubation centres at Makerere University, Kampala Uganda. The study adopted a qualitative research method because owners of start-ups see the application of marketing mix elements as paramount. Data were analysed with Nvivo 10 software. The findings show that the critical marketing mixes used for start-ups are people, price, product, and place. However, it was revealed that the way the marketing mixes were applied in start-ups is not clear. The majority did not know how to apply the marketing mix in running their businesses. It is recommended that incubation centres should put more emphasis on applying the marketing mix during the mentoring and coaching processes. This should become a policy in all incubation centres for start-ups to be successful.

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