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

Autori
Butigan, Ružica ; Baković, Tomislav ; Lucović, Damir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the International Conference Economic Theory and Practice: Meeting the New Challenges / Markić, Brano - Mostar : Sveučilište u Mostaru ; DAAAM International Vienna, 2011, 339-349

Skup
"Economic Theory and Practice: Meeting the New Challenges"

Mjesto i datum
Mostar, Bosna i Hercegovina, 11.11.2011. - 12.11.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA