Marketing networking dimensions (MNDS) and SMEs' performance: a new conceptual model
It has been widely acknowledged that SMEs need to develop a suitable marketing framework and networking is a useful way for SME owner/managers to expand marketing expertise and improve their performance. Aim: in this paper, regarding the dimensions of SMEs' marketing networking, the authors pro...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
INSInet Publications
2011
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| Subjects: | |
| Online Access: | http://eprints.utm.my/id/eprint/45028/ |
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| Summary: | It has been widely acknowledged that SMEs need to develop a suitable marketing framework and networking is a useful way for SME owner/managers to expand marketing expertise and improve their performance. Aim: in this paper, regarding the dimensions of SMEs' marketing networking, the authors propose that four dimensions of marketing networking as important factors that have impact on SMEs' performance and their marketing activities.Method: through literature review, a model will be conceptualized by hypothesizing the relationship between marketing networking dimensions (MNDs) with SMEs' performance. Results: The study proposes a model to conceptualize the relationship between MNDs, marketing planning and SMEs' performanceConclusion: This paper explains the ways of exploiting MNDs as important factors in SMEs' marketing and the effect of MNDs on SMEs' performance. Possible application: Researchers believe that to build a model for MNDs-Performance relationship will be beneficial because it will provide some information for developing suitable marketing framework and improving SMEs' performance as a back-bone for the country's economic growth. |
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