Marketing strategies for small to medium‐sized enterprises: Lessons from a New Zealand vineyard

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

Scans the top 400 management publications in the world to identify the most topical issues and latest concepts. These are presented in an easy‐to‐digest briefing of no more than 1,500 words.

Findings

What's the best way to market a small or medium sized enterprise (SME)? The seemingly obvious answer is that adopting a well‐researched, long‐term approach to meeting customers’ needs, would ensure continued growth and development. However, in this case, the obvious answer would be wrong. Market research indicates that entrepreneurial firms don't take the long‐term approach. Instead, their marketing strategies often rely on crisis management, gut feelings and actions designed to deal with immediate competitive pressures.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2005), "Marketing strategies for small to medium‐sized enterprises: Lessons from a New Zealand vineyard", Strategic Direction, Vol. 21 No. 5, pp. 18-20. https://doi.org/10.1108/02580540510594057