TY - GEN
T1 - SMEs marketing strategy clusters
T2 - 30th International Business Information Management Association Conference - Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth, IBIMA 2017
AU - Astuti, Rifelly Dewi
AU - Afiff, Adi Zakaria
AU - Balqiah, T. Ezni
N1 - Publisher Copyright:
© 2017 International Business Information Management Association, IBIMA. All rights reserved.
PY - 2017
Y1 - 2017
N2 - There is a lack of marketing strategy cluster or typology that is widely accepted by the scholars covering the whole of marketing strategy comprehensively. The difference of SMEs and established companies leads to special marketing strategy that is appropriate for their limited resources characteristics. The important role of SMEs in countries is unquestionable, they have big contribution on ones’ country economics development. Therefore, this study is to form a marketing strategy cluster or typology that is suitable for small and medium-sized enterprises (SMEs) in Indonesia. To conduct this study, we first reviewed the literature of marketing strategy for SMEs, then conducted a survey of 130 SME owners in Indonesia regarding their marketing strategy practices, using the SME marketing strategy concept Carson and Gilmore (2000), and Gilmore (2011). We next performed a hierarchical cluster analysis to develop a typology of marketing types consisting of: aggressive marketers, mass marketers, value marketers, traditional marketers, and minimizer marketers. We then examined the marketing performance of each type. Aggressive marketers had superior performance and minimizer marketers had the lowest performance.
AB - There is a lack of marketing strategy cluster or typology that is widely accepted by the scholars covering the whole of marketing strategy comprehensively. The difference of SMEs and established companies leads to special marketing strategy that is appropriate for their limited resources characteristics. The important role of SMEs in countries is unquestionable, they have big contribution on ones’ country economics development. Therefore, this study is to form a marketing strategy cluster or typology that is suitable for small and medium-sized enterprises (SMEs) in Indonesia. To conduct this study, we first reviewed the literature of marketing strategy for SMEs, then conducted a survey of 130 SME owners in Indonesia regarding their marketing strategy practices, using the SME marketing strategy concept Carson and Gilmore (2000), and Gilmore (2011). We next performed a hierarchical cluster analysis to develop a typology of marketing types consisting of: aggressive marketers, mass marketers, value marketers, traditional marketers, and minimizer marketers. We then examined the marketing performance of each type. Aggressive marketers had superior performance and minimizer marketers had the lowest performance.
KW - Cluster Analysis
KW - Marketing Strategy
KW - Medium-Sized Enterprises
KW - Small
UR - http://www.scopus.com/inward/record.url?scp=85048500890&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85048500890
T3 - Proceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 - Vision 2020: Sustainable Economic development, Innovation Management, and Global Growth
SP - 4332
EP - 4341
BT - Proceedings of the 30th International Business Information Management Association Conference, IBIMA 2017 - Vision 2020
A2 - Soliman, Khalid S.
PB - International Business Information Management Association, IBIMA
Y2 - 8 November 2017 through 9 November 2017
ER -