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ISSN: 1649-3877

Listed by: Cabells and EBSCO

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A Case Study and Some Propositions about Marketing in a Fast Growth SME: Is Entrepreneurial Marketing Different?

JSME Vol 6: Issue 4, 2010

Author(s): Ben Lowe (University of Kent, UK), Julian Lowe and David Lynch (University of Ballarat, Australia)

Abstract:
The marketing literature has often been criticised for a heavy emphasis on marketing within larger, professionally managed companies with specific marketing expertise. Despite being the engine for economic growth and recovery in most economies, far less has been written on marketing in Small Medium Enterprises (SMEs) and fast growth companies, where these skills are more general. Using a case study approach, based around in-depth interviews with executives from a £25mn turnover SME, identified in 2003, as being within the top twenty fastest growing companies in the UK (The Sunday Times 2003), this paper examines the portability of conventional marketing approaches to fast growth SMEs. Specifically this paper examines the role of marketing, market orientation and normally prescribed marketing approaches to the fast growth SME context, participates in the debate about the nature and meaning of the marketing concept for SMEs, and develops a list of key propositions to distinguish “marketing” within such firms from marketing in larger organisations.

Keywords: Entrepreneurial marketing, SME's, market orientation, strategy



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