Marketing in SMEs: a '4Ps' self-branding model

Resnick, SM ORCID: 0000-0002-4471-7594, Cheng, R, Simpson, M and Lourenço, F, 2016. Marketing in SMEs: a '4Ps' self-branding model. International Journal of Entrepreneurial Behaviour & Research, 22 (1). ISSN 1355-2554

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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.

Item Type: Journal article
Publication Title: International Journal of Entrepreneurial Behaviour & Research
Creators: Resnick, S.M., Cheng, R., Simpson, M. and Lourenço, F.
Publisher: Emerald
Date: 2016
Volume: 22
Number: 1
ISSN: 1355-2554
Divisions: Schools > Nottingham Business School
Depositing User: Jonathan Gallacher
Date Added: 25 Feb 2016 10:13
Last Modified: 09 Jun 2017 13:59

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