Networking in SMEs: Evaluating its contribution to marketing activity
This paper examines the networking activities of SME owner/managers within a food distribution channel, and considers them in relation to the marketing decisions made in an increasingly competitive marketplace. The study period coincided with dynamic changes within a UK regional market resulting from the market entry of multinational supermarket companies. Research findings show that there was wide variation in the extent of networking and marketing carried out by the SME owner/managers working within this channel. However, the level of marketing-led decision-making by each SME owner/manager was related to the level of networking, whereby an SME owner/manager who was proactively networking and utilising his/her marketing network displayed a more sophisticated level of marketing-led decision-making. These findings are the result of a 2 year in-depth qualitative study of 12 SME owner/managers working within the same channel.
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Volume (Year): 15 (2006)
Issue (Month): 3 (June)
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- Lipparini, Andrea & Sobrero, Maurizio, 1994. "The glue and the pieces: Entrepreneurship and innovation in small-firm networks," Journal of Business Venturing, Elsevier, vol. 9(2), pages 125-140, March.
- Chetty, S. & Eriksson, K., 2002. "Mutual commitment and experiential knowledge in mature international business relationship," International Business Review, Elsevier, vol. 11(3), pages 305-324, June.
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- Yanagida, Ichikazu, 1992. "The business network: A powerful and challenging business tool," Journal of Business Venturing, Elsevier, vol. 7(5), pages 341-346, September.
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