TY - GEN
T1 - Understanding the role of social media in the SME acquisition and incorporation of market intelligence
AU - Atanassova, Iva
AU - Clark, Lillian
N1 - Session: PT9-ESBM4 » Entrepreneurial & Small Business Marketing
PY - 2015
Y1 - 2015
N2 - This paper explores the role of Small and Medium-sized Enterprise (SME) Social Networking practices in the context of SME Marketing Strategy development. Based on an extensive review of the SME Marketing, Social Media, and Dynamic Capabilities (DCs) literature, the authors argue that SMEs can build, develop and reconfigure resources and develop their offline and online marketing practices by acquiring real-time market intelligence through Social Networking. A conceptual model that brings together these three strands of research is developed and presented to guide future research in the area. This model is also a source of actionable insight for practitioners in supporting them through the processes of their Marketing Strategy formulation, implementation and refinement.
AB - This paper explores the role of Small and Medium-sized Enterprise (SME) Social Networking practices in the context of SME Marketing Strategy development. Based on an extensive review of the SME Marketing, Social Media, and Dynamic Capabilities (DCs) literature, the authors argue that SMEs can build, develop and reconfigure resources and develop their offline and online marketing practices by acquiring real-time market intelligence through Social Networking. A conceptual model that brings together these three strands of research is developed and presented to guide future research in the area. This model is also a source of actionable insight for practitioners in supporting them through the processes of their Marketing Strategy formulation, implementation and refinement.
M3 - Published conference contribution
BT - Proceedings of the Academy of Marketing Conference The magic of Marketing 2015
ER -