Are Small and Medium Enterprises (SMEs) Planning for Strategic Marketing in South Africa?

• Autorzy: Louise van Scheers , Khathutshelo Mercy Makhitha
• Języki publikacji: EN

Abstrakty

EN

Substantial evidence shows that strategic marketing planning leads to increased small business performance, yet most small business owners do not draw up a plan for their businesses. This paper presents the results of a secondary research survey on strategic marketing planning of SMEs in South Africa. They indicate that while the higher performing SMEs give a higher priority to marketing than to other business functions, they are still sales- or production-oriented. The higher performing SMEs are more aware of strategic planning tools. They compete with value-added products and good buyer-seller relationships. The findings suggest that broad, small business marketing principles to some extent contribute to the success of SMEs. (original abstract)

Słowa kluczowe

EN

Small business; Strategic planning; Marketing planning

PL

Małe i średnie przedsiębiorstwa; Planowanie strategiczne; Planowanie marketingowe

• Czasopismo: Foundations of Management
• Rocznik: 2016
• Tom: 8
• Numer: nr 1
• Strony: 243--250

Twórcy

autor

Louise van Scheers

• University of South Africa

autor

Khathutshelo Mercy Makhitha

• University of South Africa

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Identyfikatory

DOI

10.1515/fman-2016-0019