行銷硏究 : Marketing research

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource-based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.

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SMEs and Marketing: A Systematic Literature Review

Purpose – Crowdfunding has become a significant way of funding independent film. However, undertaking a campaign can be time consuming and risky. The purpose of this paper is to understand the predictors likely to produce a film campaign that meets its funding goal. Design/methodology/approach – This study analyses 100 creative crowdfunding campaigns within the film and video category on crowdfunding website Kickstarter. Campaigns were analysed in relation to a number of variables, followed by a discriminant analysis to highlight the main predictors of crowdfunding success. Findings – This study finds key predictors of crowdfunding success and investigates differences between successful and failed crowdfunding campaigns. The attributes of these predictors lead us to question the long-term ability of crowdfunding to aid companies poorer in terms of time, financial and personnel resources, and therefore arguably in the greatest need of crowdfunding platforms. Practical implications – The findings provide in...

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Success in the management of crowdfunding projects in the creative industries

Entrepreneurial marketing dimensions and SMEs performance

This article is based upon the proposition that small fIrms share an inherent predisposition towards non-practice of formal marketing, and that this non-practice is linked with failure. 
 
The phenomenon of non-practice of formal marketing is the result of a number of related factors, not least of which in the ongoing debate amongst marketing theorists as to the definition of marketing, where the boundaries of marketing lie, what marketing does and how it should do it. This theoretical controversy must be at least partially responsible for the lack of clarity amongst small business owner/managers as to what marketing is and what it can achieve. 
 
This article explores theoretical and practical dimensions of small fIrms marketing, conceptualizing these dimensions within “the four perspectives” model, which identifies key problems surrounding small business marketing. 
 
The four perspectives of marketing - theoretical marketing theory, theoretical marketing practice, practical marketing theory, and practical marketing practice - (these are viewed in the context of the small fIrm) leads one to suggest that non-practice of theoretically based marketing is not necessarily the fault of the owner/manager, and that perhaps the capacity to encourage wider adoption of the concept and philosophy of marketing lies with marketing theorists. In this context implications for small fIrms’ marketing are discussed,the conclusions being that the model as presented identifIes and addresses small fIrms’ marketing problems, thus helping to bridge the ‘gap’ between marketing theory and practice in the small fIrm through broadening awareness and conceptualizing intuitive action.

Non-Practice of Theoretically Based Marketing in Small Business

Purpose – Marketing has been seen as one of the greatest problems faced by small- and medium-sized enterprises (SMEs), but simultaneously one of the most important activities for their growth and survival. Therefore, the purpose of this paper is to determine the importance and role of entrepreneurial marketing in SMEs. Design/methodology/approach – To reach this goal, a qualitative approach was adopted, with two case studies (SMEs) selected. As data-collecting instruments, interviews and documentary analysis were used, and the data-treatment technique was content analysis. Findings – The empirical evidence obtained shows that the importance of entrepreneurial marketing is recognized, but that it differs considerably according to firm size. In the SMEs studied, marketing is informal and reactive to market opportunities and the founder-entrepreneur has an influence on the decision-making process. Practical implications – The study contributes to the existing research about the role the founder-entrepreneur ...

Maria de Fátima Santos

Papers

An exploratory study of entrepreneurial marketing in SMEs