Professional Documents
Culture Documents
To cite this Article O'Dwyer, Michele, Gilmore, Audrey and Carson, David'Innovative marketing in SMEs: an empirical
study', Journal of Strategic Marketing, 17: 5, 383 — 396
To link to this Article: DOI: 10.1080/09652540903216221
URL: http://dx.doi.org/10.1080/09652540903216221
This article may be used for research, teaching and private study purposes. Any substantial or
systematic reproduction, re-distribution, re-selling, loan or sub-licensing, systematic supply or
distribution in any form to anyone is expressly forbidden.
The publisher does not give any warranty express or implied or make any representation that the contents
will be complete or accurate or up to date. The accuracy of any instructions, formulae and drug doses
should be independently verified with primary sources. The publisher shall not be liable for any loss,
actions, claims, proceedings, demand or costs or damages whatsoever or howsoever caused arising directly
or indirectly in connection with or arising out of the use of this material.
Journal of Strategic Marketing
Vol. 17, No. 5, October 2009, 383–396
This paper considers the nature of innovative marketing in the context of SMEs (small
to medium sized enterprises). Research was carried out to identify SME decision-
makers’ perspectives on innovative marketing and to compare these with the nature of
innovative marketing practices actually carried out by the SMEs. An interpretivist
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
methodology was adopted for this research using convergent interviewing and
observation techniques to help build up a picture of SME owner/managers’ perceptions
in relation to innovative marketing and to develop an understanding of the nature and
scope of their marketing in practice. Eight case SMEs were selected in accordance with
a pre-determined set of criteria enabling a purposive selection of case companies which
were ‘rich’ in information in the selected research area. The empirical findings
demonstrated that innovative marketing pervades much of SME owner/managers’
thinking and marketing activity with particular reference to the competitive market
circumstances within which they operate.
Keywords: innovative marketing; SME marketing; innovation; marketing activities
Introduction
The marketing function in SMEs is hindered by constraints such as poor cash flow, lack of
marketing expertise, business size, tactical customer-related problems and strategic
customer-related problems (Carson, 1985; Chaston, 1998; Doole, Grimes, & Demack,
2006; Weinrauch, Mann, Robinson, & Pharr, 1991). Yet, despite such restrictions, SMEs
successfully use marketing to generate sales (Guersen, 1997; Romano & Ratnatunga,
1995), utilising innovative marketing practices to overcome such challenges. This study
explores innovative marketing in SMEs by seeking to identify and clarify the nature of
such activities and practices.
Innovative marketing is fundamentally important for SMEs. Micro and SMEs are
major providers of new jobs (Audretsch, Verheul, Wennekers, & Thurik, 2002),
providing approximately 75 million jobs, and representing 99% of the 23 million
enterprises in the EU (Nyman, Berck, & Worsdorfer, 2006), therefore increasing
understanding of the key determinants of their success is essential. Research illustrates
that SMEs in pursuit of organisational goals do not adopt the marketing concept to
the same extent as larger firms (Bell & Emory, 1971; Brooksbank, Kirby, Taylor, &
Jones-Evans, 1999; Liu, 1995; Meziou, 1991; Pollard & Jemicz, 2006), and that
marketing practice in SMEs is situation specific, and variable in terms of
sophistication and effectiveness (Brooksbank, Kirby, & Wright, 1992; Gilmore &
Carson, 1999; Hogarth-Scott, Watson, & Wilson, 1996).
Research was designed to identify SME decision-makers’ perspectives on innovative
marketing and to examine the nature of innovative marketing practices in SMEs. For the
purposes of this research, the definition of innovative marketing adopted is that posited by
Kleindl, Mowen and Chakraborty (1996, p. 214) as: ‘doing something new with ideas,
products, service, or technology and refining these ideas to a market opportunity to meet
the market demand in a new way’. However, it should be noted that the terminology
adopted for this empirical research differs from that given by the body of literature, in that
this research utilises the term innovative marketing rather than marketing innovation. This
differentiates innovative marketing from the marketing of innovation, thereby attaining
greater clarity.
Marketing variables
A review of innovative marketing literature illustrates that three of its primary components
are product enhancement, alternative channels and methods of product distribution
(Carson et al., 1998), and an alteration of the marketing mix (Stokes, 1995), which, for the
purposes of this research, have been categorised as marketing variables.
Journal of Strategic Marketing 385
Product enhancement
In most instances SMEs engage in product enhancement, adopting a policy of incremental
rather than radical innovation. Customers are incorporated into the innovation process
(Mitsui, 1998), resulting in a more customised product or service (Cummins et al., 2000)
and ensuring customer co-operation at the crucial commercialisation stage.
Modification
SMEs define the basis of their marketing activities as innovative (Siu, 2000) in terms of
being proactive and by embracing change management (Carland, Hoy, Boulton, &
Carland, 1984; Carroll, 2002; McAdam, Stevenson, & Armstrong, 2000; Nieto, 2004).
Integrated marketing
Innovation is pervasive throughout marketing (Hills & LaForge, 1992; Simmonds, 1985),
where adjustments regularly need to be made to current activities and practices. This leads
to the need for marketing integration and the permeation of marketing throughout
the SMEs.
Marketing integration
Innovative marketing incorporates all SME marketing activities; it is guided by profit
goals, is market-led and reactive, is continuous and is not necessarily a new idea. It can
be incremental and grounded in existing activities and practices, but whatever form it takes
it is built upon an integrated approach to doing marketing.
upon the perceived value of marketing throughout the organisation, the integration of
marketing fully into the organisation, and its application to achieve organisational goals.
Customer focus
Customer-satisfaction and customer-orientation are strongly associated with success in
smaller firms (Blythe, 2001; Brooksbank et al., 1992; Mohan-Neill, 1993), where
considerable emphasis is placed on personal relationships in developing a customer base
(O’Donnell & Cummins, 1999; Stokes, 2000) and on the significance of customer
satisfaction to competitive success (Pearce & Michael, 1996; Siu, 2000).
Market focus
A review of the literature illustrates that market focus includes vision (Ahmed, 1998;
Carson & Grant, 1998; Knight et al., 1995; Kuczmarski, 1996), profit (Cummins et al.,
2000; Tower & Hartman, 1990) and being market-centred (Carland et al., 1984;
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
Vision
The entrepreneurs’ interpretation of the external marketing environment and their vision
for the firm is central to their decision-making process. Marketing decisions are based
upon the interpretation of relevant data and depend on the experiential knowledge and
vision of the entrepreneur (Carson & Grant, 1998; Grant, Gilmore, Carson, Laney, &
Pickett, 2001; Hill, 2001), which in turn lead to a profitable SME.
Profit
Creating and sustaining competitive advantage (Johannessen et al., 2001; Knight et al.,
1995; McAdam, Armstrong, & Kelly, 1998; McAdam et al., 2000), stemming from
innovative practices are a key factor in SME profitability and long term growth and
survival (Doyle, 1998; Knight, 1996; Quinn, 2000; Salavou, 2004).
Market centred
SMEs succeed by exploiting the opportunities larger firms have either ignored or have not
been able to exploit due to bureaucratic structures. Such innovative ability gives SMEs
their competitive advantage, a key element in capturing market success and inter-firm
competitiveness (Conrad, 1999; Mole & Worrall, 2001).
Unique proposition
Innovative marketing is dependent upon uniqueness (Cummins et al., 2000; McAdam
et al., 2000; Pitt, Berthon, & Morris, 1997); newness (Cummins et al., 2000; Johannessen
et al., 2001; Lado & Maydeu-Olivares, 2001) and unconventionality (Stokes, 2000),
which, for the purposes of this research, have been categorised as unique proposition.
New
Innovation commonly refers to new products or processes introduced by SMEs in order to
address customer needs more competitively and profitably than existing solutions
(Mone, McKinley, & Barker, 1998; O’Regan & Ghobadian, 2005; Zahra, Nielsen, &
Bognar, 1999). This enables SMEs to focus on achieving competitive advantage through
added value marketing approaches (Grant et al., 2001).
Journal of Strategic Marketing 387
Research approach
In exploring the issue of innovative marketing in SMEs a qualitative approach to research
was adopted to allow SMEs to be viewed in their entirety (Carson, Gilmore, Perry, &
Gronhaug, 2001; Gilmore & Coviello, 1999; Grant et al., 2001; Shaw, 1999). This
approach facilitated in-depth understanding of the reality of the SME and the
interpretation of SME perceptions, while taking into account the unique characteristics
of the human participants involved (Carson et al., 2001; Gilmore & Coviello, 1999; Grant
et al., 2001). Such an approach enabled deeper investigation which facilitated and
contributed to theory development. The interpretative research approach adopted featured
the use of case studies to maximise the contextual richness and complexities of SMEs
(Yin, 1994) and utilised the range of qualitative research techniques, such as direct
observation, interviews and archival material, while facilitating longitudinal research in a
natural setting.
Eight case SMEs were selected (see Table 1 for details) on the basis that they satisfied
a qualitative definition of an SME, which includes criteria such as ownership/management
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
of an independent enterprise (Carson & Cromie, 1989; Loecher, 2000), and the size of the
company in terms of employee numbers and turnover, that is the enterprise must be small
when compared with others in its industry (Carson & Cromie, 1989; Loecher, 2000).
In addition, the chosen SMEs satisfied the definition of innovative marketing adopted for
the research and satisfied the researcher that they could highlight key insights regarding
the phenomenon being researched (Ettlie & Subramaniam, 2004).
The in-depth interview protocol was completed over a series of interviews, and by
attending at least one general management meeting in each company. The primary
research lasted 24 months, comprising 86 interviews with eight case companies. The first
interview question was open-ended, and almost content- and jargon-free, so that the
answer could capture the respondent’s, not the researcher’s perception (Gilmore &
Coviello, 1999; Perry, Riege, & Brown, 1999). Each interview was guided by a topic list
which formed the basis of the interview, facilitating in-depth exploration and investigation
of the key innovative marketing variables identified in the literature.
In analysing the case interviews, it is customary to commence by focusing on a case-
by-case breakdown before engaging in cross-case analysis (Carson et al., 2001; Miles &
Huberman, 1994). Thus, the data analysis progressed through a succession of steps,
starting with open codes which were derived from the data, following with more abstract
codes, and finally, forming the foundations of theory with a final set of conceptual and
theoretical codes (Goulding, 1998). As such, coding was crucial in identifying emerging
concepts from the data that were employed in the analysis of the phenomenon, and in
theory building, in this research (Catterall, 1996). Codes were evaluated and re-evaluated
for their interrelationships, by engaging in a continual and systematic search for
similarities and differences in data categories and issues and concepts identified from the
literature review (Shaw, 1999). This process was aided through the use of the NVivo
software package, which was designed to assist in interpreting and analysing data
(Dembkowski & Hanmer-Lloyd, 1995; Maclaran & Catterall, 2002). The software
facilitated efficient data management such as cataloguing and recouping data, illustrating
relations between data, enabling text searches and helping to highlight links within the
data (Maclaran & Catterall, 2002).
Empirical findings
In exploring the empirical findings in the context of the literature reviewed, elements such
as customers, the integrated marketing function and market conditions appeared in
Journal of Strategic Marketing 389
Marketing variables
SME owner/managers did not perceive marketing variables to be an explicit focus of
innovative activity to drive the success of their business, viewing them as incidental or
basic ‘hygiene factors’. However, based on the empirical findings marketing variables
were found to be very important for innovative marketing in five of the case companies
(SMEs 2, 3, 5, 6 and 7), thus the practice of these SMEs did not reflect their perception.
Closer examination of the elements comprising marketing variables, showed that
product enhancement was very important for six of the eight cases (SMEs 1, 2, 3, 5, 6 and
7). For example, SME 1 supplied embedded system development solutions to major
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
Modification
Modification was perceived by SME owner/managers to be a central element of their
marketing activities, recognising their need to engage in continuous incremental change.
This was reflected in marketing practice where six of the case companies (SMEs 1, 3, 4, 5,
6 and 7) identified modification as a central element of their innovative marketing. SME 1
demonstrated a proactive and change oriented approach towards its marketing plan. SME
1’s marketing plan ‘is reviewed monthly on its validity, and results are measured against
the set targets. The plan in its totality is reviewed and adjusted in line with results, new
ideas and experience’. This enabled SME 1 to plan for success in a dynamic marketplace.
Integrated marketing
SME owner/managers perceived integrated marketing to be one of the pillars upon which
successful business performance is based. This perception forms the basis of their
marketing practices, with all of the case SMEs illustrating their focus on effective
integrated marketing. For example, SME 6 found that its marketing function needed strong
leadership but needed to be integrated across functional areas within the SME permeating
all activities and practices:
you don’t isolate it from the projects you’re looking at; the marketing end of it is very
important . . . it has a make or break side to it, so from that point of view, yes, there’s a lot of
people involved, but somebody at the top has to have a good grip on it.
Customer focus
The customer orientation of SMEs identified in the literature was echoed in the perceptions
SME owner/managers had of the importance of their customers to actual marketing
390 M. O’Dwyer et al.
practice. This perception was supported by the empirical findings where seven of the case
companies (SMEs 1, 2, 3, 5, 6, 7 and 8) noted the centrality of customers to their
innovative marketing activities and practices. SME 8 found that ‘customer relationships
and promotion material . . . [are] very important to us’, with all of the SMEs having
changed their methods of conducting business in anticipation of their customers’ changing
needs and business environment. This was illustrated by SME 2 which operates in a
turbulent industry and found that its customers ceased to purchase in adverse market
conditions: ‘Market conditions have an effect on how you market, the whole focus changes
when the market is down, we’ve stopped marketing, we’ve stopped advertising, the theory
says we should market more . . . I mean customers aren’t out there.’ Recognising that this
was a short term reaction to an adverse external environmental stimulus, SME 2
re-doubled its customer focus, engaging in active customer relationship management
which resulted in increased sales.
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
Market focus
SME owner/managers demonstrated their perception of the fundamental significance of an
external market orientation to the success of their business performance by engaging in
market driven, market focused, marketing activities. A strong market focus was evident
from the empirical findings with all eight case companies stressing the significance of
vision, profit and market centredness to their survival and success. This was illustrated by
SME 8 who noted that:
We can no longer depend on our traditional sources of business to provide growth. Therefore
we must analyse how best to approach the change. This analysis must consider not only the
sources of business but also the shape and price of the products we intend to offer the market.
Unique proposition
The uniqueness of their proposition was perceived by SMEs to be a central element of their
marketing activities, a perception supported by the literature which suggests that the key
themes of Kleindl et al.’s (1996) definition of innovative marketing such as newness,
refinement and market demand should be critical constituents of innovative marketing.
However, this perception was not fully reflected in the SMEs’ marketing practice. Only four
of the eight cases (SMEs 2, 3, 6 and 7) found ‘newness’ to be significant, also ‘uniqueness’
was only relevant to four SMEs (2, 3, 5 and 7), and ‘unconventional’ was significant for three
of the cases (SMEs 2, 3 and 7): ‘We’re all the time looking for new features’ (SME 7).
However SME 8 noted that: ‘While we are developing new products and forging into new
markets we must also continue to develop and maintain our existing markets and market
share.’ This statement acknowledges the dichotomy between generating ‘newness’ and
maintaining existing products and services. Despite the emphasis of the SMEs on these
elements in dialogue it was not reflected in their activities and practices.
Emergent themes
The empirical findings illuminated additional insights emanating from this study, some
of these elements were not explicitly perceived by SME owner/managers to be of
significance to their marketing activities, however they formed a significant component of
their marketing practice. These insights demonstrate the significance of image, strategic
alliances and quality to the innovative marketing practices of SMEs.
Journal of Strategic Marketing 391
Image
All of the SMEs in this study strongly emphasised the significance of image to their
innovative marketing activities and practices, with companies such as SME 1
acknowledging that its image as a world class sub-supplier was pivotal to its marketing
activities and practice: ‘aesthetics and image are important in this industry’, ‘if the product
is right, and the image is right, the customer is a given’. This was reflected by SME 2 who
noted that: ‘promotional material is important . . . you do have to create an image that you
are up there, one of the leading suppliers of these products’.
Strategic alliances
The SMEs illustrated their focus on the strategic satisfaction of customer needs which has
resulted in the SMEs forming strategic relationships. These relationships vary in terms of
partners with some of the SMEs forming strategic relationships with similar companies in
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
other countries, others with customers, yet others with suppliers and some with
competitors. Not only does the content of the relationship vary, so too does its nature, with
varying degrees of commitment being exhibited from equity joint ventures to discrete
repeat contracts. For example SME 8 noted that: ‘strategic alliances in the form of
strategic co-operative agreements with current key stakeholders are critical in building
long term visitor numbers . . . it’s important to us to maintain them and enhance them’.
The significance of such relationships was reflected by SME 4 whose strategic intent was
encapsulated in its determination to diversify its risk: ‘We have strong dependence on
dollar sales and are trying to develop strategic alliances and customers in the European
marketplace to balance that.’
Product quality
Product quality was noted by all SMEs as a fundamental pre-requisite of their innovative
marketing:
there isn’t a question that you can have a sub-standard product . . . there’s enormous pressure
on most products and you just have to benchmark it against what’s out there, and you need to
be at least as good, if not better. (SME 6)
However, having achieved (and surpassed) the required quality several of the SMEs
identified a difficulty articulated by SME 5,
in selling to the German market we found that the perspective of quality for Irish products was
very low, so products now sold to German companies are manufactured in Ireland but finished
in the Swedish subsidiary and that keeps the Germans happy.
This creative approach towards quality was reflected by other case SMEs who addressed
the same issue in other ways, such as engaging customers in their quality assurance
processes.
As illustrated in Table 2 all eight case companies identified key themes of Kleindl
et al.’s (1996) definition, such as newness, refinement and market demand, as critical
constituents of innovative marketing. In addition to these themes the following SMEs
identified other themes as integral to their innovative marketing: strategic alliances (eight
case SMEs), product quality (eight case SMEs), SME image (seven case SMEs),
customers (six case SMEs), change (six case SMEs), integrated marketing function
(five case SMEs), market conditions (four case SMEs), sales (three case SMEs),
392 M. O’Dwyer et al.
Table 2. Overview of key terms for each SMEs decision-makers’ perspectives of innovative
marketing.
Key terms utilised by SME to describe their innovative
marketing
SME 1 – Systems development New; refinement; market demand; market conditions;
solutions company strategic alliances; product quality; customers; integrated
marketing function; change; SME image
SME 2 – software customisation New; refinement; market demand; market conditions;
consultants product quality; SME image; customisation; integrated
marketing function; change; strategic alliances
SME 3 – PCB manufacturer New; refinement; market demand; product; product quality;
change; integrated marketing function; customers;
promotional material; SME image; strategic alliances
SME 4 – Motor factors manufacturer New; refinement; market demand; strategic alliances;
product quality; market conditions; strategic orientation
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
SME 5 – Electronic display sign New; refinement; market demand; customers; sales;
company integrated marketing function; strategic alliances;
change; product quality; SME image
SME 6 – Wood products manufacturer New; refinement; market demand; customers; change;
sales; integrated marketing function; strategic alliances;
product quality; SME image
SME 7 – Print media company New; refinement; market demand; customers; change;
product quality; SME image; market conditions; strategic
alliances
SME 8 – Heritage tourism company New; refinement; market demand; market conditions;
customers; sales; promotional material; SME image;
product quality; strategic alliances
promotional material (two case SMEs), strategic orientation (one case SMEs) and
customisation (one case SME).
In identifying SME owner/manager perceptions of innovative marketing, it is
apparent that the most important elements include newness, refinement, a reactive or
proactive approach to market demand, the formation of strategic alliances with key
suppliers/distributors/customers/competitors, an emphasis on SME image, the attainment
and maintenance of product quality and a marketing function which is integrated
throughout the organisation. These elements form the core of innovative marketing
activities and practices in SMEs. The effective management of these innovative
marketing variables enables SMEs to decrease the impact of resource limitations on
their marketing activities and practices by leveraging additional value through
innovation.
Conclusion
This study has identified and clarified SME decision-makers’ perspectives of innovative
marketing and SME innovative marketing activities and practices.
While SME perspectives are consistent with the prior research which posits that
these variables are elements of SME innovative marketing activities and practices
(Cummins et al., 2000), the findings from this study did not support the view that altered
distribution channels were an element of SME innovative marketing practices and
activities (Carson et al., 1998). In addition, although the concept of uniqueness is
important to the SME business proposition according to the literature; this perception is
not supported by marketing activities in practice. Being unique, that is, significantly
Journal of Strategic Marketing 393
References
Ahmed, P. (1998). Culture and climate for innovation. European Journal of Innovation
Management, 1(1), 30 – 43.
Audretsch, D.B., Verheul, I., Wennekers, S., & Thurik, A.R. (2002). Entrepreneurship. Berlin:
Springer.
Bell, M.L., & Emory, C.W. (1971). The faltering marketing concept. Journal of Marketing,
35(October), 37 – 42.
Blythe, J. (2001, July). Beliefs and attitudes of Welsh SMEs to Marketing. Paper presented at AMA
Conference, Cardiff.
Brooksbank, R., Kirby, D.A., Taylor, D., & Jones-Evans, D. (1999). Marketing in medium-sized
manufacturing firms: The state-of the art in Britain 1987– 1992. European Journal of Marketing,
33(1/2), 103– 120.
Brooksbank, R., Kirby, D.A., & Wright, G. (1992). Marketing and company performance: An
examination of medium sized manufacturing firms in Britain. Small Business Economics, 4(3),
221– 236.
Carland, J.W., Hoy, F., Boulton, W.R., & Carland, J.A.C. (1984). Differentiating entrepreneurs from
small business owners: A conceptualisation. Academy of Management Review, 9(2), 354–359.
Carroll, D. (2002). Releasing trapped thinking in colleges. Part 2: Managing innovation and building
innovation into ordinary work. Quality Assurance in Education, 10(1), 5 – 16.
Carson, D. (1985). The evolution of marketing in small firms. European Journal of Marketing, 19(5),
7 – 16.
Carson, D., & Cromie, S. (1989). Marketing planning in small enterprises: A model and some
empirical evidence. Journal of Marketing Management, 5(Part 1), 33 –49.
Carson, D., Gilmore, A., Cummins, D., O’Donnell, A., & Grant, K. (1998). Price setting in SMEs:
Some empirical findings. Journal of Product and Brand Management, 7(1), 74 –86.
Carson, D., Gilmore, A., & Grant, K. (1997, August). Qualitative marketing factors which contribute
to growth in the developing small firm: A discussion and proposed methodology. Paper presented
at Research at the Marketing/Entrepreneurship Interface conference, University of Illinois at
Chicago.
Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research.
London: Sage Publications.
Carson, D., & Grant, K. (1998, August). SME marketing competence: A definition and some
empirical evidence. Paper presented at Research at the Marketing/Entrepreneurship Interface
conference, University of Illinois at Chicago.
Catterall, M. (1996). Using computer programs to code qualitative data. Marketing Intelligence and
Planning, 14(4), 29 – 33.
394 M. O’Dwyer et al.
Chaston, I. (1998, January). Evolving ‘new marketing’ philosophies by merging existing concepts:
An investigation within small hi-tech firms. Paper presented at the AMA Symposia on the
Marketing and Entrepreneurship Interface, Nene University College Northampton.
Chesbrough, H. (2003). The era of open innovation. MIT Sloan Management Review, 44(3), 35 – 41.
Conrad, C.A. (1999). Market orientation and the innovative culture: A preliminary empirical
examination. Journal of Strategic Marketing, 7(4), 229– 236.
Cummins, D., Gilmore, A., Carson, D., & O’Donnell, A. (2000, September/October). Innovative
marketing in SMEs: A conceptual and descriptive framework. Paper presented at New Product
Development and Innovation Management, Stirling University, Scotland.
Dembkowski, S., & Hanmer-Lloyd, S. (1995). Computer applications: A new road to qualitative data
analysis? European Journal of Marketing, 29(11), 50 – 62.
Doole, I., Grimes, T., & Demack, S. (2006). An exploration of the management practices and
processes most closely associated with high levels of export capability in SMEs. Marketing
Intelligence and Planning, 24(6), 632– 647.
Doyle, P. (1998). Innovate or die. Marketing Business, 20, 3.
Ettlie, J.E., & Subramaniam, M. (2004). Changing strategies and tactics for new-product
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
Knight, G., Omura, G.S., Hills, G.E., & Muzyka, D.F. (1995, August). Research in marketing and
entrepreneurship: An empirical analysis and comparison with historic trends. Paper presented at
Research at the Marketing/Entrepreneurship Interface conference, University of Illinois at Chicago.
Kuczmarski, T.D. (1996). What is innovation? The art of welcoming risk. Journal of Consumer
Marketing, 13(5), 7 – 11.
Lado, N., & Maydeu-Olivares, A. (2001). Exploring the link between market orientation and
innovation in the European and US insurance markets. International Marketing Review, 18(2),
130– 145.
Liu, H. (1995). Market orientation and firm size: An empirical examination in UK firms. European
Journal of Marketing, 29(1), 57 – 71.
Loecher, U. (2000). Small and medium size enterprises – delimitation and the European definition in
the area of industrial business. European Business Review, 12(5), 261– 264.
Maclaran, P., & Catterall, M. (2002). Researching the social web: Marketing information from
virtual communities. Marketing Intelligence and Planning, 20(6), 319– 326.
Martin, L., & Rana, B.K. (2001, March). Social responsibility, innovation and the small firm. Paper
presented at the 2001 Small Business and Enterprise Development Conference, University of
Leicester, UK.
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
Martins, E., & Terblanche, F. (2003). Building organisational culture that stimulates creativity and
innovation. European Journal of Innovation Management, 6(1), 64 – 74.
McAdam, R., Armstrong, G., & Kelly, B. (1998). Investigation of the relationship between total
quality and innovation: A research study involving small organisations. European Journal of
Innovation Management, 1(3), 139– 147.
McAdam, R., Stevenson, P., & Armstrong, G. (2000). Innovative change management in SMEs:
Beyond continuous improvement. Logistics Information Management, 13(3), 138– 149.
McEvily, S.K., Eisenhardt, K.M.M., & Prescott, J.E. (2004). The global acquisition, leverage, and
protection of technological competencies. Strategic Management Journal, 25(8/9), 713– 722.
McGowan, P., & Rocks, S. (1995, August). Entrepreneurial marketing networking and small firm
innovation: Some empirical findings. Paper presented at Research at the Marketing/
Entrepreneurship Interface conference, University of Illinois at Chicago.
Meziou, F. (1991). Areas of strength and weakness in the adoption of the marketing concept by small
manufacturing firms. Journal of Small Business Management, 29(4), 72 – 78.
Miles, M.B., & Huberman, A.M. (1994). An expanded sourcebook: Qualitative data analysis.
Thousand Oaks, CA: Sage.
Mitsui, I. (1998, November). New-product development and marketing strategies in SMEs: Japanese
experience in the 1990’s. Paper presented at 21st ISBA National Small Firms Policy and
Research Conference, Durham University Business School, UK.
Mohan-Neill, S.I. (1993, August). The influence of firm’s age and growth rate on the marketing
strategy and orientation of firms. Paper presented at Research at the Marketing/Entrepreneurship
Interface conference, University of Illinois at Chicago.
Mole, K., & Worrall, L. (2001). Innovation, business performance and regional competitiveness in
the West Midlands: Evidence from the West Midlands Business Survey. European Business
Review, 13(6), 353– 364.
Mone, M.A., McKinley, W., & Barker, V.L. (1998). Organisational decline and innovation:
A contingency framework. Academy of Management Review, 23(1), 115– 132.
Mosey, S., Clare, J., & Woodcock, D. (2002). Innovation decision-making in British manufacturing
SMEs. Integrated Manufacturing Systems, 13(3), 176–183.
Mostafa, M. (2005). Factors affecting organisational creativity and innovativeness in Egyptian
business organisations: An empirical investigation. Journal of Management Development, 24(1),
7 – 33.
Nieto, M. (2004). Basic propositions for the study of the technological innovation process in the firm.
European Journal of Innovation Management, 7(4), 314– 324.
Nonaka, I., & Takeuchi, H. (1995). The knowledge creative company: How Japanese companies
create dynamics of innovation. Oxford: Oxford University Press.
Nyman, M., Berck, E., & Worsdorfer, M. (2006). Building a better future for small business.
Enterprise Europe, Enterprise Policy News and Reviews, 21(January – March), 7 – 10.
O’Donnell, A., & Cummins, D. (1999). The use of qualitative methods to research networking in
SMEs. Qualitative Market Research: An International Journal, 2(2), 82 – 91.
396 M. O’Dwyer et al.
O’Regan, N., & Ghobadian, A. (2005). Innovation in SMEs: The impact of strategic orientation and
environmental perceptions. International Journal of Productivity and Performance Manage-
ment, 54(2), 81 –97.
Pearce, J.A., & Michael, S.C. (1996, August). Marketing strategies that make small manufacturing
firms recession-resistant. Paper presented at Research at the Marketing/Entrepreneurship
Interface conference, University of Illinois at Chicago.
Perry, C., Riege, A., & Brown, L. (1999). Realism’s role among scientific paradigms in marketing
research. Irish Marketing Review, 12(2), 16 – 23.
Pitt, L.F., Berthon, P.R., & Morris, M.H. (1997). Entrepreneurial pricing: The Cinderella of
marketing strategy. Management Decision, 35(5), 344– 350.
Pollard, D., & Jemicz, M. (2006). The internationalisation of Czech SMEs: Some issues relating to
marketing knowledge deficiencies. International Journal of Entrepreneurship and Small
Business, 3(3-4), 400– 416.
Prahalad, C.K., & Ramaswamy, V. (2003). The new frontier of experience innovation. MIT Sloan
Management Review, 44(4), 12 – 18.
Quinn, J.B. (2000). Outsourcing innovation: The new engine of growth. Sloan Management Review,
41(4), 13 –28.
Downloaded By: [University of Leicester] At: 17:24 12 November 2009
Raymond, L., Bergeron, F., & Rivard, S. (1998). Determinants of business process reengineering
success in small and large enterprises: An empirical study in the Canadian context. Journal of
Small Business Management, 36(1), 72– 85.
Romano, C., & Ratnatunga, J. (1995, August). The role of marketing: Its impact on small enterprise
research. Paper presented at Research at the Marketing/Entrepreneurship Interface conference,
University of Illinois at Chicago.
Salavou, H. (2004). The concept of innovativeness: Should we need to focus? European Journal of
Innovation Management, 7(1), 33 – 44.
Senge, P.M., & Carstedt, G. (2001). Innovating our way to the next industrial revolution. MIT Sloan
Management Review, 42(2), 24 – 38.
Sexton, D.L., & Arbaugh, J.B. (1992, August). The impact of marketing emphasis on new firm
growth and development. Paper presented at Research at the Marketing/Entrepreneurship
Interface conference, University of Illinois at Chicago.
Shaw, E. (1999). A guide to the qualitative research process: Evidence from a small firm study.
Qualitative Market Research: An International Journal, 2(2), 59 – 70.
Simmonds, K. (1985). The marketing practice of innovation theory. The Marketing Digest, 146–160.
Siu, W. (2000). Marketing and company performance of Chinese small firms in Hong Kong.
Marketing Intelligence and Planning, 18(5), 292– 307.
Stokes, D. (1995). Small business management (2nd ed.). London: DP Publishing.
Stokes, D. (1998, January). One ‘P’ not four: Entrepreneurs’ perceptions of marketing. Paper
presented at Academy of Marketing UIC/MEIG – AMA Symposia on the Marketing and
Entrepreneurship Interface, Nene University College Northampton.
Stokes, D. (2000). Putting entrepreneurship into marketing: The processes of entrepreneurial
marketing. Journal of Research in Marketing and Entrepreneurship, 2(1), 1 – 16.
Tower, C.B., & Hartman, E.A. (1990, August). Relationships between organisational variables and
innovation in small businesses. Paper presented at Research at the Marketing/Entrepreneurship
Interface conference, University of Illinois at Chicago.
Veryzer, R. (2005). The roles of marketing and industrial design in discontinuous new product
development. Journal of Product Innovation Management, 22(1), 22 – 41.
Wang, C.L., & Ahmed, P.K. (2004). The development and validation of the organisational
innovativeness construct using confirmatory factor analysis. European Journal of Innovation
Management, 7(4), 303– 313.
Weinrauch, J.D., Mann, O.K., Robinson, P.A., & Pharr, J. (1991). Dealing with limited financial
resources: A marketing challenge for small business. Journal of Small Business Management,
29(4), 44 –54.
Yin, R.K. (1994). Case study research: Design and methods (2nd ed.). Thousand Oaks, CA: Sage.
Zahra, S.A., Nielsen, A.P., & Bognar, W.C. (1999). Corporate entrepreneurship, knowledge and
competence development. Entrepreneurship: Theory and Practice, 23(3), 169– 189.