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This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.

The purpose of the current research is to investigate the relationship between marketing capabilities and marketing innovation toward the sustainable competitive advantage of small and medium enterprises in the Philippines. The research study aims to improve the prior conducted literature by concentrating on the precursors of innovation in marketing and its impact on building a sustainable competitive market. The paper intends to address this by examining the following variables using a mixed-method approach.

The researcher employed the mixed methods particularly the sequential explanatory design to explain and interpret the quantitative data collected from 89 business owners/managers using Jamovi Software while the qualitative data were collected through an in-depth interview conducted with 10 SME owner-managers of new and established businesses in Angeles City, Pampanga using Taxonomic Coding Scheme. The sequential explanatory design was used to explain and interpret quantitative results by collecting and analyzing follow-up qualitative data.

This study investigates the relationship between marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines through mixed method approach. For quantitative result, the study found that marketing competency significantly influenced marketing innovation. The result shows that all SMEs have enough people in place who are capable of implementing marketing innovation activities and use new technology like the use of information technology. The paper also found that marketing innovation, significantly predicted sustainable competitive advantage. MSMEs exhibit this innovation such as product, price, place, and promotion can create a distinctive position in the market towards sustainable competitive advantage. The paper also tested the mediation effect of marketing innovation that influences the relationship between marketing competence and sustainable competitive advantage. Most of the hypotheses posited were supported. For qualitative data, it was revealed that these SMEs through their key informants and key leaders are open to innovations thus, willing to learn by establishing networks with customers and other managers/business owners to expand and improve their business. The food business in Pampanga is highly competitive, and most of the SMEs are engaged with it. In order to survive the saturated market, continuous improvement is important in the identified areas for growth and innovation. Mixed method analysis supported quantitative and qualitative findings. Hence, it indicated that marketing competency significantly influences sustainable competitive advantage, which can be achieved through marketing innovation. In this study, the researcher analyzed the influence between marketing competence and marketing innovation to achieve a sustainable and competitive market.

There were certain limitations of this research study. First, the lack of panel data limits the investigation of causality that is instrumental in substantiating the findings. Second, the proposed conceptual framework offers a deeper understanding of innovation performance, examining how integrating activities of the R&D department, human resource department, and marketing department affect innovation commercialization will likely provide more meaningful insights. Moreover, finally, future studies may go beyond the scope of our study to examine (1) food and meat processing, (2) agriculture, hunting, and forestry, (3) hotels and restaurants, (4) mining and quarrying, (5) wholesale and retail trade, (6) transport, storage communication.

To remain relevant in this extraordinary time, this paper suggests a support instrument to offer vital data on different categories of innovation to the foodservice sector SMEs in Angeles City to embrace and implement new innovative methods in their practices. The key practical implication of this research, therefore, is the requirement for small and medium business owner-managers to improve their technical capability to realize the full benefits, particularly in terms of more responsive and user-centered, data-driven marketing personnel.

These findings may influence positive social change by contributing to more effective and efficient marketing practices in small and medium firms that can lead to better financial performance, higher survival rates, and a healthier economic system. This study demonstrates that SME owner-managers require new skillsets to overcome the barriers to adopting technology for marketing. This primary capability is a prerequisite to the competitive advantage of the business, yielding to brand equity, business growth, and marketing dominance.

This study used a sequential explanatory mixed-methods strategy to determine the significant variables. This paper addresses an interesting and practical issue related to the impact of marketing capabilities and marketing innovation towards sustainable competitive advantage of micro-small and medium enterprises in the Philippines using mixed method approach.

The purpose of this paper is to evaluate the effect of CRM performance and technological innovation on performance of media entrepreneurs considering firm size.

This is an analytical study used to empirically test the hypotheses proposed for SEM techniques using PLS and R packages. It used two steps in this way: the assessment of the outer model and the assessment of the inner model. Moreover, a bootstrapping method was employed to test indirect effects. Data were collected by distributing 127 questionnaires between the managers and deputies of active firms across Rasht, Iran.

The effect of CRM performance on SMEs performance development is partially mediated by media entrepreneurship. Moreover, the effect of technological innovation on SMEs performance development is mediated by media entrepreneurship. Furthermore, permutation test results indicated that there is no significant difference between small- and medium-sized firms.

This study used cross-sectional sampling method that can seriously limit result generalization. Therefore, conducting longitudinal studies is strongly recommended.

The results of IPMA matrix indicated the serious importance of technological innovation, as a variable with the highest importance for SMEs performance development. Nevertheless, this variable has received the lowest importance in the studied population. Therefore, SMEs’ managers should pay sufficient attention to the concepts of “product innovations” and “process innovations.”

This study is of high importance in that it has adopted new and effective indices for statistical analysis. IPMA matrix, permutation test, CTA and FIMIX are examples. In addition, plspm and Matrixpls packages in R were used for the first time in this study.

This paper aims to address research gaps with regard to the relationship between market orientation and marketing performance when small- and medium-sized enterprises (SMEs) are located within a service cluster. The three main objectives of this research are to determine the effect that the cluster can have on both the market orientation of clustered companies and their marketing performance and to furthermore evaluate the effect of the market orientation of companies in the cluster on their marketing performance.

This research used executive-level data that were obtained by carrying out a survey involving a unique dataset of 133 Colombian health-related businesses located in the city of Cali (Colombia) in 2014. A system of equations was modeled using SMART PLS. This analysis was complemented by a qualitative study that involved conducting in-depth interviews in six companies.

The results showed that, among the SMEs, membership in an urban services cluster did not significantly influence marketing performance or the implementation of marketing orientation practices. No differences were observed in internal managerial practices implemented between companies that were co-located and isolated. However, a higher level of competitor orientation was associated with greater marketing performance. Given the verified absence of moderating and mediating effects, our work provides a reasonable basis for proposing future research and practical recommendations.

While research has demonstrated the relationship between a company's market orientation and marketing performance, this type of analysis has not been carried out on service SMEs in geographic concentrations or clusters.

本文旨在處理涉及市場導向與營銷績效間的關係的研究缺口. 當中小型企業處於服務群集內, 市場導向與其營銷績效間存在相互關係；本文旨在處理涉及這關係的研究缺口. 本研究有以下的主要目標：（1）找出群集對群集公司的市場導向及其營銷績效兩者的影響；（2）繼而評估在群集內公司的市場導向對其營銷績效的影響.

本研究使用透過進行一項調查而取得的管理階層數據，而這調查涉及於2014年位於卡利市（哥倫比亞）133間與健康衛生有關的哥倫比亞企業的獨特資料集。一個方程式體系透過使用SmartPLS被模擬出來. 這分析有個補充輔助，就是一個涉及在六間公司內進行的深層訪談的質性研究.

研究結果顯示，就有關的中小型企業而言，擁有城市服務群集身份並沒顯著地影響營銷績效或市場導向慣常做法的施行。對處於同一地點的公司，抑或是隔離的公司，其內部施行的管理慣常做法並沒觀察到有所不同。但是，高水平的競爭者導向與更佳的營銷績效兩者是相關的。考慮到調節及仲介效果被證實不存在，我們的研究為日後研究及實際建議的提出提供合理的基礎.

從前的研究證實了公司的市場導向與營銷績效是相關的，唯這類研究分析從來沒有在地理集中或群集內的服務中小型企業上進行過.

The purpose of this paper is to investigate linkages among competitive strategy, strategic capabilities, environmental uncertainty, and organizational performance in small and medium sized enterprises (SMEs) in China and the USA.

In China, a survey was administered to managers of SMEs in Shanghai and Guangzhou. In the USA, a survey was administered to managers of SMEs in three major cities. Competitive strategy, capabilities, uncertainty, and performance were measured by previously validated scales.

Findings support the integrity Miles and Snow generic strategic typology. Performance satisfaction was significantly lower in firms employing a reactor strategy as opposed to those employing prospector, defender, or analyzer strategies. Additional support was found for the concept of strategic clarity, as businesses reporting moderate strategic clarity had lower levels of satisfaction with performance than those reporting either a single strategy or a combination emphasis on three equal strategies.

Chinese SMEs tend to prefer cost-based approaches to their local markets. A differentiation market approach is challenging in most local Chinese economies due to the low wages of most jobs in an economy that is still largely centrally planned. In the USA, more disposable income leads to more market opportunities. While this situation is gradually changing in China, it is not at a point where SMEs feel comfortable pursuing totally differentiated strategies.

Several distinctions in competitive strategy, capabilities, and environmental uncertainty between China and the USA are recognized by analysis. Analyzers and defenders in Chinese SMEs tend to follow industry prospectors with lower prices and/or superior service. They might change strategies after gaining a foothold in the market. Performance for SMEs with low strategic clarity often depends on established guanxi with governmental agencies or stated-owned enterprises, a situation very different from that in the USA.

This paper aimed to test a proposed framework highlighting strategic green marketing initiatives and how they drive new technology implementation towards green corporate performance, underpinned by institutional isomorphism.

The study used a quantitative method and convenience sampling approach in gathering data using adapted questionnaires to solicit first-hand information from 225 employees of small and medium-sized enterprises (SMEs) in the tourism and hospitality sector underpinned by the theory of institutional isomorphism.

The study shows that green communication and green strategy alignment have significant predictive effects on new technology implementation. Cultural isomorphism significantly moderated the effects of implementing new technology (i.e. green communication and strategy alignment). In addition, “new technology implementation had a significant predictive effect on green corporate performance”. Meanwhile, the moderation effect of “green creative behaviour on the new technology-green corporate performance dyad was positive but insignificant.”

The study’s novel framework confirms how green communication strategy and green strategy alignment complement cultural isomorphism to explain the impact of new technology implementation on green corporate performance, underpinned by institutional isomorphism.

This study aims to examine the effect of market orientation (MO) as a mediating variable in the relationship between entrepreneurial orientation (EO) and small and medium enterprises (SMEs)’ performance.

A total of 500 SMEs in the manufacturing industry of food and beverages were involved in this study with a response rate of 117. Data collection was conducted in all states of Peninsular Malaysia including the northern, central, southern and eastern regions.

The findings show that EO has a significant relationship with MO, and MO has a significant relationship with SME performance. MO will mediate the relationship between EO and SMEs’ performance.

The higher the EO implemented in a business, the more willing a company will be to implement MO. This analysis shows that highly entrepreneurial firms tend to be highly market orientated and this affects SMEs’ performance.

The results of this study show that the characteristic of entrepreneurial and MO practiced by SMEs in Malaysia has been significantly affected the SMEs’ performance. It indicates that EO offers a holistic and systematic model for supporting SMEs to build a well-maintained environment of MO and SMEs’ performance.

This paper has two objectives in the area of industrialised small- and medium-sized industrial company (SME) export activity. First, it responds to the gap in the literature on the role of market intelligence in the interrelations between perceived psychic distance, marketing mix decisions and export performance. The second objective concerns the influence of resource heterogeneity (size and export department) in the proposed model.

The current paper tests a posited research model and its hypotheses using the data from a multi-sector sample of exporters (196 Spanish industrial SMEs). The data are analyzed using a partial least squares approach.

The results of the empirical study show that: strategic decisions to adapt marketing mix elements to suit foreign markets have a positive effect on export performance; strategic adaptations are more numerous when export managers perceive a greater psychic distance; an export department helps develop market intelligence ability, which positively moderates the impact of strategic adaptations on export performance; and size does not have a significant effect on the interrelations studied.

Export managers in industrial SMEs can use the results and conclusions of this present paper to systematise their decision-making in export activity.

This paper makes a significant contribution towards covering an important gap in research into industrial SME exporters, by demonstrating the importance of market intelligence in export activity.

Networks are increasingly recognised as being important to successful marketing amongst small and medium‐sized enterprises (SMEs). The purpose of this study is to investigate the structure and content of network relations amongst SME clusters, and explore the link to marketing performance.

Following a review of the literature on SME networks and marketing performance, case study analysis is performed on four SME clusters in the Greek agrifood sector.

Analysis finds that the configuration of horizontal relationships between producer SMEs has little bearing on marketing performance, unless also accompanied by strong vertical connections between key members of the SME cluster and other actors in the supply chain. The disposition of these key members towards information‐seeking and contact building outside their SME clusters is also identified as important.

To improve marketing performance, leaders in SME clusters should focus on building strong vertical relationships in the supply chain, and encourage knowledge gathering from external market contacts.

Unlike many studies of SMEs, networks and marketing performance, this research investigates the networking phenomenon at the level of whole SME clusters, rather than at the level of individual SME owner‐managers.

Conventional economic contexts and value creation exert on the extensive use of intangible resources whose value is much greater than the tangible assets. In particular, intellectual capital (IC) is recognized as an important source of value creation for firms. However, the field of IC is majorly dominated by large firms, and little has been done in exploring IC in small and medium enterprises (SMEs). Within this context, the purpose of this article is to contribute to the body of literature on IC in the SMEs context by investigating the different dynamics of IC and understanding its impact on their organizational performance and processes.

The study has contextualized an integrative review of literature collected from Web of Science (WoS) and further analyzed integrating the bibliometric and manual review in a systematic approach.

The paper summarizes the key findings highlighting how SMEs can grasp IC in their core competencies and operational processes to achieve sustainable business performance. The study provides theoretical propositions highlighting the conceptual underpinnings of the literature on IC in SMEs and proposed methods outlining the methodological issues arising out of the diverse empirical/quantitative approaches adopted in the previous literature. Furthermore, empirical findings from the literature show that IC management affects a broad range of financial performance metrics in SMEs, however, sometimes with unexpected and mixed results. Hence, more research to replicate prior studies and corroborate extant research in both similar and different contexts would be desirable.

The study adopts an integrative review to understand the context of IC in SMEs; however, it does not study the synergy between varied IC components individually and their role in SMEs performance. Furthermore, the review relates IC to SMEs and does not cover the role of IC in large corporations.

The originality of this paper lies in its contribution to the body of knowledge in the field of IC and SMEs by exploring IC's impact on SME performance, especially the market performance, knowledge management (KM), strategic business models, sustainability performance (corporate social responsibility [CSR]), innovation and their intercollaborations (varied stakeholders).