SMEs and the strategic context for communication

Spickett-Jones, J.Graham and Eng, Teck-Yong (2006) SMEs and the strategic context for communication. [in special issue: Integrated and International Marketing Communications for Small to medium?sized Enterprises (SME's) DR DEMETRIS VRONTIS] Journal of Marketing Communications, 12 (3), 225-243. (doi:10.1080/13527260600811910).

Record type: Article

Abstract

SME communication activities have received limited research attention and their potential may be misunderstood if conventional communication activities appear more intuitive than strategically planned. Case data suggests structure and strategy may be closely bound when SME characteristics facilitate cross?enterprise communication exchanging market insights. This may shape competitive configuration with implications for managing networks as part of SME strategy.

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Published date: September 2006

Organisations: Centre for Digital, Interactive & Data Driven Marketing

Identifiers

Local EPrints ID: 391527

URI: http://eprints.soton.ac.uk/id/eprint/391527

DOI: doi:10.1080/13527260600811910

ISSN: 1352-7266

PURE UUID: 5f783165-d157-4056-b918-e88a3c8bea25

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Date deposited: 22 Apr 2016 13:32

Last modified: 14 Mar 2024 23:31

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Contributors

Author: J.Graham Spickett-Jones

Author: Teck-Yong Eng

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