Marketing strategy model: A conceptual framework for micro-enterprises

Abstract

Small and medium enterprises (SMEs) play an important role in the technology innovation and economic development of most countries all over the world. This paper develops a marketing strategy model for MEs under resources and capabilities point of view. The contribution of this paper is to introduce conceptual of marketing strategy including cost-leadership, focus cost-leadership, cost-leadership and differentiation, differentiation, and focus differentiation can help the MEs' owners/managers to reach business goals. Recommendations are offered regarding the relevance of this research for MEs managements and suggestions are provided for future research in this area.