SMEs and the strategic context for communication

Spickett-Jones, J. Graham and Eng, Teck-Yong (2006) SMEs and the strategic context for communication. Journal of Marketing Communications, 12 (3). pp. 225-243. ISSN 1352-7266

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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.

Item Type: Article
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing, Entrepreneurship and Business Strategy (former - to 2019)
Depositing User: Anna Flack
Date Deposited: 16 Aug 2012 14:17
Last Modified: 15 Feb 2023 11:30
DOI: 10.1080/13527260600811910

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