Spickett‐Jones, G. and Eng, T.-Y., 2006. SMEs and the Strategic Context for Communication. Journal of Marketing Communications, 12 (3), pp. 225-243.
Full text not available from this repository.
Official URL: http://dx.doi.org/10.1080/13527260600811910
SME communication activities have received limited research attention and their potential may be misunderstood if conventional communication activities appear more intuitive than strategically planned. Case data suggests structure and strategy may be closely bound when SME characteristics facilitate cross-enterprise communication exchanging market insights. This may shape competitive configuration with implications for managing networks as part of SME strategy.
|Subjects:||Technology > Business, Management and Marketing|
Social Sciences > Sociology
|Group:||Business School > Centre for Research in Management|
|Deposited By:||INVALID USER|
|Deposited On:||22 Dec 2008 19:21|
|Last Modified:||07 Mar 2013 15:02|
|Repository Staff Only -|
|BU Staff Only -|
|Help Guide -||Editing Your Items in BURO|