Understanding The Role of Social Media In The SME Acquisition And Incorporation Of Market Intelligence

This paper explores the role of Small and Medium-sized Enterprise (SME) Social Networking practices in the context of SME Marketing Strategy development. Based on an extensive review of the SME Marketing, Social Media, and... [ view full abstract ]

This paper explores the role of Small and Medium-sized Enterprise (SME) Social Networking practices in the context of SME Marketing Strategy development. Based on an extensive review of the SME Marketing, Social Media, and Dynamic Capabilities (DCs) literature, the authors argue that SMEs can build, develop and reconfigure resources and develop their offline and online marketing practices by acquiring real-time market intelligence through Social Networking. A conceptual model that brings together these three strands of research is developed and presented to guide future research in the area. This model is also a source of actionable insight for practitioners in supporting them through the processes of their Marketing Strategy formulation, implementation and refinement.