IDEAS home Printed from https://ideas.repec.org/a/zag/market/v31y2019i1p39-59.html
   My bibliography  Save this article

Marketing Decision-Making in Hungarian SMEs

Author

Listed:
  • Mirkó Gáti

    () (Corvinus University of Budapest)

  • András Bauer

    () (Corvinus University of Budapest)

Abstract

Purpose – Small and medium-sized enterprises (SMEs) play an important role in the economy, in both national and international markets. These organizations work under different conditions, possess different capabilities, and therefore have a different approach to certain company functions (e.g., marketing). SMEs define their marketing activity within a scope that differs from their large counterparts. Our aim is to provide a better understanding of certain influencing factors that are the antecedents to the understanding of an SME’s marketing activities. Design/Methodology/Approach – Since relatively little has been written on these effects, we decided to use a qualitative approach because of both the sample (SMEs) and the research problem. The SME marketing activity was analyzed from an exploratory perspective, with the research conducted in the form of in-depth interviews in 15 SMEs. We had the opportunity to analyze our research questions in a Hungarian context. Findings and implications – As a result, some influencing patterns emerged, such as the deciding role of the SME leader, strong customer focus, the ability to adapt to the market, and innovative, entrepreneurial characteristics. The results can help both theoretical researchers of SME marketing and SME marketing practitioners. Limitations – The limitations of this paper lie in the sample size and structure, and in the limitations of qualitative methodology. Originality – Despite limitations, the influencing factors that emerged have not been analyzed in prior empirical studies in terms of SMEs’ decision-making factors in the context of online marketing and use of social media tools. By answering our research questions, we can provide a better explanation of how marketing decisions are made by SMEs.

Suggested Citation

  • Mirkó Gáti & András Bauer, 2019. "Marketing Decision-Making in Hungarian SMEs," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 39-59.
  • Handle: RePEc:zag:market:v:31:y:2019:i:1:p:39-59
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/322991
    Download Restriction: None

    References listed on IDEAS

    as
    1. Gary S. Hansen & Birger Wernerfelt, 1989. "Determinants of firm performance: The relative importance of economic and organizational factors," Strategic Management Journal, Wiley Blackwell, vol. 10(5), pages 399-411, September.
    2. Sascha Kraus & Rainer Harms & Matthias Fink, 2010. "Entrepreneurial marketing: moving beyond marketing in new ventures," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 19-34.
    3. Ian Fillis, 2003. "A Plea For Biographical Research As Insight Into Smaller Firm Marketing Theory Generation," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 11(01), pages 25-45.
    4. Carmen Otero-Neira & Mª Jesús Fernández Arias & Martti Tapio Lindman, 2013. "Market Orientation and Entrepreneurial Proclivity: Antecedents of Innovation," Global Business Review, International Management Institute, vol. 14(3), pages 385-395, September.
    5. Marc Gruber, 2004. "Marketing In New Ventures: Theory And Empirical Evidence," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 56(2), pages 164-199, April.
    6. Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
    7. Jeffrey G. Covin & Dennis P. Slevin, 1989. "Strategic management of small firms in hostile and benign environments," Strategic Management Journal, Wiley Blackwell, vol. 10(1), pages 75-87, January.
    8. Pol Herrmann & Sucheta Nadkarni, 2014. "Managing strategic change: The duality of CEO personality," Strategic Management Journal, Wiley Blackwell, vol. 35(9), pages 1318-1342, September.
    9. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kornél Németh & Zoltán Birkner & Andrea Katona & Nikoletta Göllény-Kovács & Attila Bai & Péter Balogh & Zoltán Gabnai & Erzsébet Péter, 2020. "Can Energy Be a “Local Product” Again? Hungarian Case Study," Sustainability, MDPI, Open Access Journal, vol. 12(3), pages 1-22, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:31:y:2019:i:1:p:39-59. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tanja Komarac) The email address of this maintainer does not seem to be valid anymore. Please ask Tanja Komarac to update the entry or send us the correct email address. General contact details of provider: http://edirc.repec.org/data/fefzghr.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.