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Marketing Research for Benchmarking in a SME. Case Study (I)

Author

Listed:
  • Rodica Boier

    (Professor Ph.D., †Petre Andrei†University of Iasi, Romania)

  • Valentin Tighineanu

    (Manager, SC BIB-Motor Company SRL, Romania)

Abstract

The topic of marketing research conducted in small company is an intriguing one, given the potential contradiction between the fundamental need to obtain information about competition, on the one hand, and the limited resources at the disposal, on the other hand. The attempt of this article is to demonstrate that, beyond the traditional resources (both financial and human), the competencies in designing and executing the research, in the processing and analysis of information are, often, even more limiting factor, but not impossible to be achieved. An small company is evaluated based on how it achieves the ability to develop focus groups and surveys, with the specific objective to understand the customer value, the structure of the market it operates in, and the state of direct competition, via benchmarking. This first part of the study details the qualitative research, while the further development will contain the market survey itself.

Suggested Citation

  • Rodica Boier & Valentin Tighineanu, 2022. "Marketing Research for Benchmarking in a SME. Case Study (I)," Anuarul Universitatii „Petre Andrei” din Iasi / Year-Book „Petre Andrei” University from Iasi, Fascicula: Drept, Stiinte Economice, Stiinte Politice / Fascicle: Law, Economic Sciences, Political Scien, Editura Lumen, Department of Economics, vol. 30, pages 59-72, December.
    • Handle: RePEc:lum:rev11d:v:30:y:2022:i::p:59-72
    DOI: https://doi.org/10.18662/upalaw/88
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    More about this item

    Keywords

    Small and medium company (SME); Marketing research in SMEs; focus group; in-depth interview; benchmarking;
    All these keywords.

    JEL classification:

    • K1 - Law and Economics - - Basic Areas of Law
    • K2 - Law and Economics - - Regulation and Business Law
    • K4 - Law and Economics - - Legal Procedure, the Legal System, and Illegal Behavior

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