SMEs and the Strategic Context for Communication.

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Spickett‐Jones, G. and Eng, T.-Y., 2006. SMEs and the Strategic Context for Communication. Journal of Marketing Communications, 12 (3), pp. 225-243.

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Official URL: http://dx.doi.org/10.1080/13527260600811910

DOI: 10.1080/13527260600811910

Abstract

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.

Item Type:Article
ISSN:1352-7266
Subjects:Technology > Business, Management and Marketing
Social Sciences > Sociology
Group:Business School > Centre for Research in Management
ID Code:8640
Deposited By:INVALID USER
Deposited On:22 Dec 2008 19:21
Last Modified:07 Mar 2013 15:02
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