Fast-Tracking SMEs Marketing Innovation: The Complementary, Substitute and Contingent Roles of Internal and External Resources
Journal Title: International Journal of Management Sciences - Year 2016, Vol 7, Issue 7
Abstract
Internal and external factors were regarded very crucial in the promotion and stimulation ofinnovativeness of Small and Medium Enterprises (SMEs). Although, researchers have reported the combined-roles of these internal and external factors on innovation performance as either complimentary, substitute or contingent. However, literature is scarce on the complimentary, substitute and contingent roles of organizational resources on specifically marketing innovation performance of SMEs. Therefore, a framework forexamining the influence of internal and external organizational resources in line with the complimentary, substitute and contingent notions is developed. Based on this, the study has concluded that for SMEs to continue to survive and grow, overcome challenges of globalization, outperform competitors and attaincorporate goals, it is imperative to evolve ways of fast-tracking marketing innovation activities. Hence, this could be only achieved when vital organizational resources were properly harnessed from within and outside the enterprises. Also, managerial implications and limitations of the study were provided.
Authors and Affiliations
Garba Muddaha, Yeoh Khar Kheng
Keywords
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