SMEs and the Strategic Context for Communication

Graham Spickett-Jones, Teck‐Yong Eng

Research output: Contribution to journalArticle

6 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)225-243
Number of pages19
JournalJournal of Marketing Communications
Volume12
Issue number3
DOIs
Publication statusPublished - 2006

Cite this