engleski

The impact of Marketing Network on the performance of Small and Medium Sized Enterprises

The purpose of this paper was to investigate which type of marketing network ties (customers, suppliers, competitors and government officials) is the most important for network of SMEs. Moreover, to investigate how different configurations of SME network structure affect SME performance. More specifically, the research questions were: Do marketing mix variables (i.e., Product\service, Price, Delivery, and Promotion) have an effect on the SME performance. These findings could be used to develop a model and provide a greater insight into marketing network activities within SME and to consider the value and purpose of networking within SME in a competitive environment.

Marketing network; Marketing of Small and Medium Sized Enterprises; SME Performance

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