Innovative marketing in SMEs

Abstract

Purpose

The purpose of this paper was to investigate the concept of innovative marketing and how it manifests itself in the context of small‐to medium‐sized enterprises.

Design/methodology/approach

The literature relating to the characteristics of SMEs, and innovative marketing are reviewed to identify the key elements of innovative marketing and SMEs. This review and the key elements identified contribute to an overall conceptualisation of innovative marketing for SMEs.

Findings

The discussion considers and provides a description of innovative marketing in SMEs. Innovative marketing does not just relate to products, new product development, and technological development but is also evident in other aspects of marketing related activities and decisions and is very specific to the context and needs of the SME.

Originality/value

The focus of this paper is on taking the relevant themes from the literature and considering them in the light of SME marketing and in the context of SME business activities.

Citation

O'Dwyer, M., Gilmore, A. and Carson, D. (2009), "Innovative marketing in SMEs", European Journal of Marketing, Vol. 43 No. 1/2, pp. 46-61. https://doi.org/10.1108/03090560910923238