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Marketing Status in SMEs, Industrial versus Consumer Companies

Author

Listed:
  • Shahram Azad

    (Azad Islamic University, Islamic Republic of Iran)

  • Hamed Hemmati

    (Azad Islamic University, Islamic Republic of Iran)

Abstract

The purpose of this paper is to seek differences between the status of marketing in SMEs selling consumer goods and those sell industrial goods. The research is a field study conducted with 112 Small and medium sized enterprises located in the five biggest industrial cities of Iran. The results of this research show that there are significant differences in the marketing status between consumer and industrial goods SMEs such as doing market research in the internal status of marketing (role of marketing) and market structure in the external status of marketing (relevance of marketing). This research fills a gap in the literature relating to the differences of marketing in SMEs. It has a comprehensive view in this regard.

Suggested Citation

  • Shahram Azad & Hamed Hemmati, 2013. "Marketing Status in SMEs, Industrial versus Consumer Companies," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 9(3), pages 37-48, June.
    • Handle: RePEc:dug:actaec:y:2013:i:3:p:37-48
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    File URL: http://journals.univ-danubius.ro/index.php/oeconomica/article/view/1702/1597
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    References listed on IDEAS

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    1. Wai-Sum Siu & Wenchang Fang & Tingling Lin, 2004. "Strategic marketing practices and the performance of Chinese small and medium-sized enterprises (SMEs) in Taiwan," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 16(2), pages 161-178, March.
    2. Pierre–André Julien & Charles Ramangalahy, 2003. "Competitive Strategy and Performance of Exporting SMEs: An Empirical Investigation of the Impact of Their Export Information Search and Competencies," Entrepreneurship Theory and Practice, , vol. 27(3), pages 227-245, July.
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