Marketing Capability Development in Micro Manufacturing Enterprises
Yazarlar (2)
Dr. Öğr. Üyesi Ayşegül Eda KOP Sinop Üniversitesi, Türkiye
Güven Gürkan Inan
Türkiye
Türkiye
| Makale Türü |
Özgün Makale
(SCOPUS dergilerinde yayınlanan tam makale)
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| Dergi Adı | American Journal of Industrial and Business Management (AJIBM) | ||
| Dergi ISSN | 2331-1975 Dergi Bilgileri (2018) | ||
| Dergi Tarandığı Indeksler | Emerging Sources Citation Index | ||
| Makale Dili | Ingilizce | Basım Tarihi | 01-2018 |
| Cilt / Sayı / Sayfa | 8 / 1 / – | DOI | 10.4236/ajibm.2018.81001 |
| Makale Linki | DOI: 10.4236/ajibm.2018.81001 | ||
| UAK Araştırma Alanları |
Dijital Pazarlama
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| Özet |
| Marketing capability is defined as the ability of an organization to understand and fulfil customers’ needs at the right time, right place and right cost. Marketing capability is essential for sustainable business performance. Many micro enterprises do not have any marketing strategy and/or have limited marketing activities. A conceptual framework is developed with a view to develop the marketing capability of micro manufacturing enterprises in this research. In this study, four micro manufacturing enterprises were observed over a year. Action research methodology was adopted to test effectiveness of interventions. Some interventions and capabilities were found to be related with marketing capability in micro manufacturing enterprises. Findings showed that empowerment, operational excellence, strategy development and implementation, and collaboration capabilities could enhance marketing capability in micro manufacturing enterprises. |
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| Google Scholar | 20 |