Marketing in SMEs: a "4Ps" self-branding model. Issue 1 (7th March 2016)

• Record Type: Journal Article
• Authors: Resnick, Sheilagh Mary; Cheng, Ranis; Simpson, Mike; Lourenço, Fernando
• Is Part Of: International journal of entrepreneurial behaviour & research. Volume 22:Issue 1(2016)
• Page Start: 155
• Page End: 174
• Publication Date: 2016-03-07
• Subjects: Marketing -- SMEs -- Owner-manager -- Self-branding; Entrepreneurship -- Periodicals; Small business -- Periodicals; 338.04
• DOI: 10.1108/IJEBR-07-2014-0139
• Languages: English
• ISSNs: 1355-2554

Abstract

Abstract : Purpose: – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach: –A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK. Findings: – SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager. Research limitations/implications: – The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable. Originality/value: – A "4Ps" model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.