The Role of Marketing in SMEs, Located in Eastern Azerbaijan Province Science and Technology Park
Journal Title: Roshd-e-Fanavari - Year 2017, Vol 13, Issue 52
Abstract
In many countries, small and medium enterprises (SMEs), especially those located in science and technology parks, activation as an economic engine and marketing is an important activity in these businesses. However, marketing perception, its uses and role in small and medium enterprises, managers’/owners’ awareness about its function and importance and also the existing barriers are among the confusing questions need to be answered. Therefore, following investigation with the purpose of studying the role of marketing in small and medium enterprises located in the Eastern Azerbaijan Province Science and Technology Park has been done. To achieve the research objectives, qualitative research method was used and the required data were collected through asking open-ended questions and in-depth and semi-structured interviews up to saturation point with 10 managers/owners of those companies that were chosen by purposeful sampling method. For data analysis, qualitative content analysis method was used by inductive approach. Findings of the research indicates that marketing as a set of activities used in large companies is not understood truly by the managers/owners of these SMEs. But, word of mouth marketing communications, recognition of customers’ needs and long-term relationship and interaction with customers were among the most important marketing activities playing an important role in the growth and survival of them. The focus of interviewees was limited on some daily marketing tasks, and they did not have enough expertise and sufficient funds in order to conduct comprehensive marketing programs.
Authors and Affiliations
Hossein Abbasi Esfanjani, Omolbanin Asadi Ghorbani
Keywords
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- EP ID EP368739
- DOI 10.7508/jstpi.2017.04.008
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