SMEs and Marketing: A Systematic Literature Review

28 Pages Posted: 13 Apr 2018

See all articles by Roberta Bocconcelli

Roberta Bocconcelli

University of Urbino

Marco Cioppi

University of Urbino

Fulvio Fortezza

University of Ferrara

Barbara Francioni

University of Urbino Carlo Bo

Alessandro Pagano

Independent

Elisabetta Savelli

University of Urbino

Simone Splendiani

University of Perugia

Date Written: April 2018

Abstract

This paper presents a systematic review of recent academic literature analysing the role, organization and management of marketing activities in small and medium‐sized enterprises (SMEs). To this end, 310 articles published between 2006 and 2015 in 69 main journals devoted to small firms/entrepreneurship and management/marketing fields were analysed. This review shows that SMEs’ marketing has received great attention in both management and marketing literature in recent years. Findings reveal, on the one hand, the emerging role of networks and information and communication technologies in marketing behaviour by SMEs, and on the other hand a research gap in terms of specific marketing practices. Entrepreneurial marketing has been used as the main conceptual framework in reviewed studies, even if findings overall still point out a distance between the theoretical bases of reviewed contributions and the study of SMEs’ marketing behaviour and practices. Therefore, future research on the role of resources, relationships and networks could benefit from the combination of theories developed within the field of entrepreneurship with other approaches such as the resource‐based view, the dynamic capabilities theory and the Industrial Marketing and Purchasing (IMP) framework.

Suggested Citation

Bocconcelli, Roberta and Cioppi, Marco and Fortezza, Fulvio and Francioni, Barbara and Pagano, Alessandro and Savelli, Elisabetta and Splendiani, Simone, SMEs and Marketing: A Systematic Literature Review (April 2018). International Journal of Management Reviews, Vol. 20, Issue 2, pp. 227-254, 2018, Available at SSRN: https://ssrn.com/abstract=3161083 or http://dx.doi.org/10.1111/ijmr.12128

Roberta Bocconcelli (Contact Author)

University of Urbino

Via Saffi 2
Urbino, 61029
Italy

Marco Cioppi

University of Urbino ( email )

Via Saffi 2
Urbino, Pesaro-Urbino 61029
Italy

Fulvio Fortezza

University of Ferrara

Via del Gregorio 13
Ferrara, 44100
Italy

Barbara Francioni

University of Urbino Carlo Bo ( email )

Via Saffi 42
61029 Urbino
Italy

Alessandro Pagano

Independent ( email )

Elisabetta Savelli

University of Urbino ( email )

Via Saffi 2
Urbino, Pesaro-Urbino 61029
Italy

Simone Splendiani

University of Perugia ( email )

Via Pascoli 22
Perigoa, 06121
Italy

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