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Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies: A Systematic Literature Review and a Future Research Agenda

Author

Listed:
  • Nirma Sadamali Jayawardena

    (Griffith University, Australia)

  • Jack Boe

    (Central Bank of Solomon Islands, Solomon Islands)

  • Angeline Rohoia

    (Central Bank of Solomon Islands, Solomon Islands)

  • Parmendra Sharma

    (Griffith University, Australia)

Abstract

This study provides the first systematic review of the different marketing strategies used for promoting SMEs in Pacific Island Countries (PICs). Literature published in high-ranked management journals was reviewed in this area using PRISMA guidelines published between 2000 to 2020. The study identifies three major marketing communication strategies useful for SMEs in the PICs: digital marketing strategies, market orientation strategies and experience based marketing strategies. Further, this study includes a detailed future research agenda under these three major themes. The digital marketing strategies are divided further into social media marketing strategies, blogs, and company websites. Market orientation strategies were categorised as the role of infrastructure development and the role of innovation. The experience-based marketing is another marketing strategy to attract customers (Nair & Chelliah, 2012a). For example, it is identified through the literature that PICs can focus more on cultural festivals and cruise ship markets.

Suggested Citation

  • Nirma Sadamali Jayawardena & Jack Boe & Angeline Rohoia & Parmendra Sharma, 2022. "Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies: A Systematic Literature Review and a Future Research Agenda," Journal of Electronic Commerce in Organizations (JECO), IGI Global Scientific Publishing, vol. 20(2), pages 1-24, April.
    • Handle: RePEc:igg:jeco00:v:20:y:2022:i:2:p:1-24
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    References listed on IDEAS

    as
    1. T.K. Jayaraman & Baljeet Singh, 2007. "Foreign Direct Investment and Employment Creation in Pacific Island Countries: An Empirical Study of Fiji," Working Papers 3507, Asia-Pacific Research and Training Network on Trade (ARTNeT), an initiative of UNESCAP and IDRC, Canada..
    2. Michelle Renton & Urs Daellenbach & Sally Davenport & Richard James E, 2016. "Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 289-305, May.
    3. Sok, Phyra & O’Cass, Aron & Sok, Keo Mony, 2013. "Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities," Australasian marketing journal, Elsevier, vol. 21(3), pages 161-167.
    4. Kersten, Renate & Harms, Job & Liket, Kellie & Maas, Karen, 2017. "Small Firms, large Impact? A systematic review of the SME Finance Literature," World Development, Elsevier, vol. 97(C), pages 330-348.
    5. Robert L. Heneman & Judith W. Tansky & S. Michael Camp, 2000. "Human Resource Management Practices in Small and Medium-Sized Enterprises: Unanswered Questions and Future Research Perspectives," Entrepreneurship Theory and Practice, , vol. 25(1), pages 11-26, October.
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    Cited by:

    1. Nirma Sadamali Jayawardena & Aastha Behl, 2025. "Adverse effects of using gamification elements in online communities: a scoping review," Information Systems and e-Business Management, Springer, vol. 23(1), pages 69-97, March.

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