engleski

The impact of network structure on the marketing mix of SME’s: The Case of Croatia

This paper provides a valuable conceptual framework in allowing marketing network phenomenon in SMEs to be studied and introduces the concept of network structure and network ties. It also offers a framework to gain a more meaningful understanding in terms of ties types, such as ties with customers, suppliers, competitors and government officials. The paper also represents the network structure of SME in terms of density. These findings could be used to develop a model and provide a greater insight into network activities within SME. They are also useful in considering the value and purpose of networking within SME in a competitive environment.

Network ties; SME network; SME performance; Network density; SME marketing mix; Croatia

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