BIS (2013) indicate, as the level of competition increases a ‘churn’ within the market exist; which sees less productive firms leave and the most productive grow, resulting to an increase in aggregate productivity.
Next, the qualitative exploratory methodology is explained and justified.
The subsequent sections then indicate the findings and then a discussion.
Paper Type: Research Paper The importance of small and medium size enterprises (SMEs) to the UK economy has not gone unnoticed (Mole, 2002; Hoffman et al., 1998).
In 2015 there were 5.4 billion SMEs in the UK, representing over 99% of private sector businesses (Rhodes, 2015).
Marketing, Networking, Word of mouth (WOM), Green marketing, Limitations, Constraints Green Marketing, Research Paper Example, Research Paper Topic, Thesis Paper Example, Thesis Paper Sample, Marketing Research Paper Example.
This study aims to explore how green marketing can be adopted in the confinements of small to medium-size enterprises (SMEs) and to offer any recommendation that could be made for the concept to be utilised to both a competitive advantage and the benefit of the environment.Future research could add to the number of SMEs to study and also across different regions in the UK.Practical Implications: This study offers insight into different strategic efforts to suggest how SMEs could effectively deliver green marketing for a competitive business advantage in small B2B dynamic markets.Hence, any traditional form of marketing is perceived to be more of an afterthought.Thus, green marketing is then delivered inconsistently.This paper is organised as follows: the literature review firstly addresses SME marketing issues and characteristics.In addition, as a theoretical lens to a new way of marketing.Research Limitations: This study used one SME context within a given region in the UK.It must then be acknowledged; the research findings may not be generalisable and perhaps very limited.Design/methodology/approach: To explore the concept of green marketing in SMEs, a qualitative research using semi-structured in-depth interviews amongst six respondents of a small to medium-size B2B business located in Reading was used.Findings: Marketing in SMEs is centered on building relationships with customers (customer engagement) most effectively through networking and word-of-mouth communication.