The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises

Kateřina Matušínská, Michal Stoklasa

Abstract


The article deals with the issue of using strategic marketing in the business of small and medium-sized enterprises. The main objective of this paper is to theoretically define the principles of strategic marketing and then practically analyse the level of strategic marketing use as a tool of business management in selected Czech small and medium-sized enterprises. In order to fulfil the research plan, secondary and primary research was carried out. The theoretical part defines the basic problem areas such as various approaches to strategic marketing defining and strategic management process versus strategic marketing process. In the practical part, 335 companies are analysed, the results are commented and hypotheses evaluated. The most important findings are generally low rate of utilization of strategic marketing management tools and the utilization of these tools is dependent on company size, with micro companies being the worst and medium companies the best.


Keywords


marketing research; small and medium-sized enterprises; strategic marketing; strategy.

JEL Codes


M31.

Full Text:

PDF

References


Bratianu, C., and Balanescu, G. V., 2008. Vision, mission and corporate values. A comparative analysis of the top 50 U.S. companies. 3(3), 19-38.

Brooksbank, R., Subhan, Z., and Miller, S., 2018. What differentiates successful strategic marketing among manufacturers in an emerging vs developed market? Asia Pacific Journal of Marketing and Logistics, 30(2), 309-332.

Chernev, A., 2018. Strategic marketing management (9th ed. ed.): Cerebellum Press.

Čichovský, L., 2013. Strategický marketing. Praha: Vysoká škola ekonomie a managementu.

Collin, G., and Wilson, R. M. S., 2003. Strategic marketing planning. Oxford: Butterworth-Heinemann.

CzechInvest, 2018. Investment and Business Development Agency. from https://www.czechinvest.org/cz/Sluzby-pro-male-a-stredni-podnikatele/Chcete-dotace/OPPI/Radce/Definice-maleho-a-stredniho-podnikatele

Doyle, C. H. (Ed.) 2016. Dictionary of Marketing (4th ed. ed.). Oxford: University Press.

Drummond, G., and Ensor, J., 2005. Introduction to marketing concepts. Oxford: Elsevier Butterworth-Heinemann.

Drummond, G., Ensor, J., and Ashford, R., 2008. Strategic marketing - planning and control (3rd ed. ed.). Oxford: Elsevier.

Dzisi, S., and Ofosu, D., 2014. Marketing Strategies and the Performance of SMEs in Ghana. European Journal of Business and Management, 6(5), 102-111.

Egan, C., and Thomas, M. J., 2001. CIM Handbook of Strategic Marketing, A practical guide for designing and implementing effective marketing strategies. Oxford: Butterworth-Heinemann.

Ferrell, O. C., and Hartline, M. D., 2014. Marketing strategy (6th. ed.). Mason: South-Western Cengage Learning.

Fotr, J., Vacík, E., Souček, I., Špaček, M., and Hájek, S., 2012. Tvorba strategie a strategicke planovani. Teorie a praxe. Praha: Grada Publishing.

Frost, A., 2003. The Use of Strategic Tools by Small and Medium-sized Enterprises: An Australasian Study. Strategic Change, 12(1), 49-62. http://dx.doi.org/DOI:10.1002/jsc.607

Giaoutzi, M., Nijkamp, P., and Storey, D. J., 1988. Small and medium size enterprises and regional development. London: Routledge.

Hamper, R. J., 2014. The Ultimate Guide to Strategic Marketing, Real World Methods for Developing Successful, Long-Term Marketing Plans. London: McGrawHill Education.

Hanzelkova, A., Kerkovsky, M., Odehnalova, D., and Vykypel, O., 2009. Strategicky marketing: teorie pro praxi. Praha: C. H. Beck.

Hoffman, D., and Bateson, J. E. G., 2017. Services marketing - concepts, strategie & cases. Boston: Cengage Learning.

Hunt, S. D., 2018. Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment (to promise?). Marketing Management, 34(1-2), 16-51. http://dx.doi.org/DOI:10.1080/0267257X.2017.1326973

Jakubikova, D., 2013. Strategicky marketing - strategie a trendy (2nd ed. ed.). Praha: Grada Publishing.

Kotler, P., and Keller, K. L., 2007. Marketing management. Praha: Grada Publishing.

Kotler, P., and Keller, K. L., 2016. Marketing Management (15th ed. ed.). Harlow: Pearson Education Limited.

Kotler, P., Wong, V., Saunders, J., and Armstrong, G., 2007. Moderní marketing. Praha: Grada Publishing.

Levens, M., 2012. Marketing: Defined, Explained, Applied (2nd ed. ed.). New Jersey: Pearson education.

Ministry of Industry and Trade, 2017. Report on the development and support of small and medium-sized enterprises. from https://www.mpo.cz/cz/podnikani/male-a-stredni-podnikani/studie-a-strategicke-dokumenty/zprava-o-vyvoji-maleho-a-stredniho-podnikani-a-jeho-podpore-v-roce-2016--232792/

Mintzberg, H., and Quinn, J. B., 1996. The Strategy Process: Concepts, Contexts, Cases (3rd ed. ed.): Michigan University: Prentice Hall.

Mooradian, T. A., Matzler, K., and Ring, L. J., 2012. Strategic marketing. New Jersey: Pearson Education.

Paley, N., 2000. How to develop a strategic marketing plan - step-by-step. London: Taylor&Francis.

Proctor, T., 2008. Strategic marketing, an introduction (2nd ed. ed.). New York: Routledge.

Saunders, M., Lewis, P., and Thornhill, A., 2009. Research methods for business students. Harlow: Pearson Education.

Siu, W.-S., Fang, W., and Lin, T., 2004. Strategic marketing practices and the performance of Chinese small and medium-sized enterprises (SMEs) in Taiwan. Entrepreneurship & Regional Development, 16(2), 161-178. http://dx.doi.org/10.1080/08985620410001677862

Slater, S. F., Hult, G. T. M., and Olson, E. M., 2010. Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Industrial Marketing Management, 39(4), 551-559. http://dx.doi.org/DOI:10.1016/j.indmarman.2008.03.007

Susman, G. I., 2007. Small and medium-sized enterprises and the global economy. Cheltenham: Edward Elgar Publishing limited. http://dx.doi.org/DOI:10.4337/9781847204431

Synek, M., 2002. Podnikova ekonomika [Business Administration] (3rd ed.). Praha: C. H. Beck.

Tomek, G., and Vávrová, V., 2012. Vize tržního úspěchu aneb 10 otázek odpovědí jak chápat marketing budoucnosti. Příbram: Professional Publishing.

West, D., Ford, J., and Ibrahim, E., 2010. Strategic marketing - creating competitive advantage (2nd ed. ed.). Oxford: University Press.




DOI: http://dx.doi.org/10.47743/saeb-2019-0012

Refbacks

  • There are currently no refbacks.