L’approccio al marketing e alla comunicazione nelle piccole e medie imprese: una ricerca empirica in Italia e UK (The approach to marketing and communication in small and medium-sized enterprises: an empirical research in Italy and the UK)
DOI:
https://doi.org/10.7433/s94.2014.16Keywords:
marketing, corporate communication, small and medium enterprisesAbstract
Purpose of the paper: Despite the rich literature concerning the small and medium enterprises (SMEs), few studies have investigated the role of marketing and communication in this type of firms. In order to fill this gap, the paper concerns an empirical research on the organization of the marketing and communication in the SMEs, through an analysis of Italian and English firms, useful to recognize similarities and differences between the two samples.
Methodology: In order to identify distinctive characteristics of marketing strategies in 100 small medium enterprises in Italy and UK, a web survey is carried out. Moreover, the cluster analysis categorizes three different typologies of firms with specific features.
Findings: The results of the survey show that SMEs are beginning to recognize the importance of marketing and communication with a massive use of the activities related to them. However, there are differences in the approach to marketing and communication dictated by intrinsic characteristics of these firms e.g. sector, size, etc. Empirical evidences suggest that smaller firms are less oriented to adopt marketing and communication activities.
Research limitations: Research limitations concern the little number of firms within the two samples, in fact, it is impossible to generalize the results.
Practical implications: This study contributes to outline strategies for the development of small and medium-sized enterprises in the European context and to emphasize the necessity to plan marketing and communication activities in the SMEs.
Originality of the paper: This paper compared to previous studies, explore marketing and communication strategies using an empirical research.
References
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CARSON D. (1990), “Some exploratory models for assessing small firms’ marketing performance (a qualitative approach)”, European Journal of Marketing, vol. 24, n. 11, pp. 25-27.
CARSON D. (1993),“A philosophy for marketing education in small firms”, Journal of Marketing Management, University of Ulster, vol. 9, n. 2, pp. 189-204.
CARSON D., MCCARTAN-QUINN D. (1995), “Non-practice of theoretically based marketing in small business - issues arising and their implications”, Journal of Marketing Theory and Practice, vol. 3, n. 4, pp. 24-31.
CARSON D., CROMIE S., MCGOWAN P., HILL J. (1995), Marketing and Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall, London.
CARSON D., COVIELLO N. (1996), “Qualitative Research Issues at the Marketing/ Entrepreneurship Interface”, Marketing Intelligence and Planning, vol. 14, n. 6, pp- 51-8.
CARSON D., GRANT K. (1998), “SME marketing competence: A definition and some empirical evidence research at the Marketing/Entrepreneurship interface”, in Conference proceedings , University of Illinois at Chicago, pp. 173-186.
CARSON D., GILMORE A., CUMMINS D., O’DONNELL A., GRANT K. (1998), “Price setting in SMEs: some empirical findings”, Journal of Product and Brand Management, vol. 7, n. 1, pp. 74-86.
CARSON D., GILMORE A. (2000), “Marketing At the Interface: Not ‘What’ But ‘How’ ”, Journal of Marketing Theory and Practice¸ vol. 8, n. 2, pp. 1-7.
COHN T., LINDBORE R.A. (1972), “How marketing is different in small companies”, An American Management Association Management Briefing, American Management Association.
CORVI E., FIOCCA R. (1996), Comunicazione e valore nelle relazioni aziendali, Egea, Milano.
COZZI G. (1985), “Il marketing nelle piccole e medie imprese”, in L’economia delle piccole e medie imprese industriali, Atti del Convegno Aidea, Urbino, Editrice Clueb, Bologna.
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FABRIS G. (2003), La comunicazione d’impresa, dal mix di marketing al communication mix, Sperling § Kupfer Editori, Milano.
FILLIS I. (2002), “Small Firm Marketing Theory and Practice: Insights from the Outside”, Journal of Research in Marketing & Entrepreneurship, vol. 4, n. 2, pp. 134-157.
FERRERO G., FORTEZZA F. (2007), “Importanza ed elementi di criticità del marketing strategico nelle PMI”, Piccola Impresa/Small Business, n. 2, pp. 59-89.
GILMORE A., CARSON D., ROCKS S. (2006), “Networking in SMEs: Evaluating its Contribution to Marketing Activity”, International Business Review, vol. 15, n. 3, pp. 278-293.
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GUERCINI S. (2005), “Marketing imprenditoriale, marketing manageriale e conoscenza di mercato del vertice d’impresa, Mercati e Competitività, n. 1, pp. 143-164.
HÄTÖNEN J., RUOKONEN M. (2010), “Revising marketing strategies for supplier selection criteria: small firm approach from the information and communications industry”, Journal of Business & Industrial Marketing, vol. 25, n. 2, pp. 159-167.
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HOGARTH-SCOTT S., WATSON K., WILSON N. (1996), “Do small businesses have to practice marketing to survive and grow?”, Marketing Intelligence & Planning, vol. 14, n. 1, pp. 6-18.
KIRBY D.A., TRAVIS L. (1995), “Marketing and the Small Service business: Solecitors practices in England”, Research at the Marketing/Entrepreneurship Interface, University of Illinois at Chicago, Conference proceedings, pp. 71-94.
KITCHEN P.J., SCHULTZ D.E. (2000), “A response to theoretical concept or management fashion”, Journal of Advertising Research, vol. 40, n. 5, pp. 17-21.
INVERNIZZI E., ROMENTI S. (2013), Relazioni pubbliche e corporate communication. Le competenze e i servizi di base, vol. 1, McGraw-Hill, Milano.
INVERNIZZI E., ROMENTI S. (2012), Relazioni pubbliche e corporate communication. vol. 2, McGraw-Hill, Milano.
LILIEN G.L., KOTLER P., MOORTHY K.S. (1992), Marketing Models, Prentice-Hall, Englewood Cliffs, NJ.
MARCHINI I. (1985), “Attualità, specificità e strategie delle piccole e medie imprese. L’economia delle piccole e medie imprese industriali”, Atti del Convegno Aidea, Urbino, Editrice Clueb, Bologna.
MATTIACCI A., CECCOTTI F. (2005), “Lo sviluppo del marketing nella PMI: riflessioni a margine di un’esperienza d’impresa”, Micro & Macro marketing, vol. 14, n. 1, pp. 65-106.
MAURI C. (2011), Marketing per le PMI, Egea, Milano.
MAURI C. (1997), “Quale marketing per le piccole e medie imprese?”, in Brunetti G., Musatti G., Corbetta G., Piccole e medie imprese e politiche di facilitazione, Egea, Milano, pp. 243-254.
MCCARTAN-QUINN, D., CARSON, D. (2003), “Issues which impact upon marketing in the small firm, Small Business Economics, vol. 21, n. 2, pp. 201-213.
MENDHAM S., BANNOCK G. (1982), “Small business and economic change”. Paper presented at the International Congress on Small Business, October, Malaga, Spain.
O’DWYER M. (2009), Marketing the SME. Innovation and Approach, Cambridge Scholars Publishing.
O’DWYER M., GILMORE A., CARSON D. (2009), “Innovative marketing in SMEs”, European Journal of Marketing, vol. 43, n .1/2, pp. 46-61.
PACITTO J.C., BIZEUL P.A.J., BIZEUL P. (2007), “Marketing in medium-sized manufactu- ring firms: The state-of-the-art in France and in Quebec”, International Entrepre- neurship Management Journal, vol. 3, n. 1, pp. 29-50.
PASTORE A., MATTIACCI A. ( 2013), Marketing. Il management orientato al mercato, Hoepli, Milano.
PENCARELLI T., CIOPPI M. (2006), “I processi di vendita e il marketing nelle PMI”, paper presentato al Convegno di Parma della Società Italiana di Marketing, Parma, 24-25 Novembre 2006, pp.1- 30.
REYNOLDS P.L. (2002), “The Need for a New Paradigm for Small Business Marketing? What is Wrong with the Old One?”, Journal of research in marketing and entrepreneurship, vol. 4, n. 3, pp. 191-205.
SCASE R., GOFFEE R. (1987), The Real World of the Business Owner, Croom Helm, London.
SCHOLLHAMMER H., KURILOFF A. (1979), Entrepreneurship and Small Business Management, John Wiley, New York.
SIANO A., VOLLERO A., SIGLIOCCOLO M. (2013), “Corporate communication management: A framework based on decision making with reference to communication resources”, Journal of Marketing Communications, vol. 19, n. 3, pp. 151-167.
SIMPSON M., TAYLOR N. (2002), ‘The Role and Relevance of Marketing in SMEs: towards a new model’, Journal of Small Business and Enterprise Development, vol. 9, n. 4, pp. 370-382.
SIU W., KIRBY D.A. (1998), “Approaches to Small Firm Marketing. A Critique”, European Journal of Marketing, vol. 32, n. 1/2, pp. 40-60.
STEINHOFF D. (1978), Small Business Management Fundamentals, McGraw-Hill, Maidenhead.
THRASSOU A., VRONTIS D. (2006), “A Small Services Firm Marketing Communications Model for SME‐Dominated Environments”, Journal of Marketing Communications, vol. 12, n. 3, pp. 183-202.
VARALDO R. (1983), “L’approccio di marketing nelle piccole e medie imprese”, in atti del seminario sulle “Strategie di sviluppo delle piccole e medie imprese”, 11 giugno, Ancona.
VECCHIATO G. (2005), Relazioni Pubbliche: valore che crea valore, Franco Angeli, Milano.
VESCOVI T., GAZZOLA P. (2006), “Strutture e uso degli strumenti di marketing e comunicazione nelle imprese del Regno Unito. Primi risultati di una ricerca europea”, Atti del V° Convegno Internazionale, Le tendenze del Marketing in Europa, Venezia, 20-21 Gennaio 2006, pp. 1-20.
WATZLAWICK P., BRAVIN J.H., JACKSON D.D. (1971), Pragmatica della comunicazione umana, Astrolabio, Roma.
WONG H.Y., MERRILEES B. (2008), “Determinants of SME international marketing communication, Journal of Global Marketing, vol. 21, n. 4, pp. 293-305.
BHIDE A. (1994), “How entrepreneurs craft strategies that work”, Harvard Business Review, vol. 72, n. 2, pp. 150-161.
BROOM H.N., LONGENECKER J., MOORE C.W. (1983), Small Business Management, South Western Publishing Co, Cincinnati, Ohio.
CARSON D. (1985), “The evolution of marketing in small firms”, , European Journal of Marketing, Marketing and Small Business (special issue), vol. 19, n. 5, pp. 7-16.
CARSON D., CROMIE S. (1989), “Marketing Planning in Small Enterprises: A Model and Some Empirical Evidence”, Journal of Marketing Management, vol. 5, n. 1, pp. 33-49.
CARSON D. (1990), “Some exploratory models for assessing small firms’ marketing performance (a qualitative approach)”, European Journal of Marketing, vol. 24, n. 11, pp. 25-27.
CARSON D. (1993),“A philosophy for marketing education in small firms”, Journal of Marketing Management, University of Ulster, vol. 9, n. 2, pp. 189-204.
CARSON D., MCCARTAN-QUINN D. (1995), “Non-practice of theoretically based marketing in small business - issues arising and their implications”, Journal of Marketing Theory and Practice, vol. 3, n. 4, pp. 24-31.
CARSON D., CROMIE S., MCGOWAN P., HILL J. (1995), Marketing and Entrepreneurship in SMEs: An Innovative Approach, Prentice Hall, London.
CARSON D., COVIELLO N. (1996), “Qualitative Research Issues at the Marketing/ Entrepreneurship Interface”, Marketing Intelligence and Planning, vol. 14, n. 6, pp- 51-8.
CARSON D., GRANT K. (1998), “SME marketing competence: A definition and some empirical evidence research at the Marketing/Entrepreneurship interface”, in Conference proceedings , University of Illinois at Chicago, pp. 173-186.
CARSON D., GILMORE A., CUMMINS D., O’DONNELL A., GRANT K. (1998), “Price setting in SMEs: some empirical findings”, Journal of Product and Brand Management, vol. 7, n. 1, pp. 74-86.
CARSON D., GILMORE A. (2000), “Marketing At the Interface: Not ‘What’ But ‘How’ ”, Journal of Marketing Theory and Practice¸ vol. 8, n. 2, pp. 1-7.
COHN T., LINDBORE R.A. (1972), “How marketing is different in small companies”, An American Management Association Management Briefing, American Management Association.
CORVI E., FIOCCA R. (1996), Comunicazione e valore nelle relazioni aziendali, Egea, Milano.
COZZI G. (1985), “Il marketing nelle piccole e medie imprese”, in L’economia delle piccole e medie imprese industriali, Atti del Convegno Aidea, Urbino, Editrice Clueb, Bologna.
DE LUCA A. (2009), Innovazione e competitività delle PMI in Italia. Metodi e Modelli di mercato, Franco Angeli, Milano.
FABRIS G. (2003), La comunicazione d’impresa, dal mix di marketing al communication mix, Sperling § Kupfer Editori, Milano.
FILLIS I. (2002), “Small Firm Marketing Theory and Practice: Insights from the Outside”, Journal of Research in Marketing & Entrepreneurship, vol. 4, n. 2, pp. 134-157.
FERRERO G., FORTEZZA F. (2007), “Importanza ed elementi di criticità del marketing strategico nelle PMI”, Piccola Impresa/Small Business, n. 2, pp. 59-89.
GILMORE A., CARSON D., ROCKS S. (2006), “Networking in SMEs: Evaluating its Contribution to Marketing Activity”, International Business Review, vol. 15, n. 3, pp. 278-293.
GOLINELLI G.M. (1992) “I problemi strategici delle imprese minori”, Sinergie, n. 27, pp. 25-31.
GRANDINETTI R. (1989), “Il marketing delle grandi e delle piccole imprese: dalla separazione alla convergenza”, Economia e Politica Industriale, n. 63, pp. 83-120.
GUERCINI S. (2005), “Marketing imprenditoriale, marketing manageriale e conoscenza di mercato del vertice d’impresa, Mercati e Competitività, n. 1, pp. 143-164.
HÄTÖNEN J., RUOKONEN M. (2010), “Revising marketing strategies for supplier selection criteria: small firm approach from the information and communications industry”, Journal of Business & Industrial Marketing, vol. 25, n. 2, pp. 159-167.
HILL J. (2001a), “A Multidimensional Study of the Key Determinants of Effective SME Marketing Activity: Part 1”, International Journal of Entrepreneurial Behaviour & Research, vol. 7, n. 5, pp. 171-204.
HILL J. (2001b), “A Multidimensional Study of the Key Determinants of Effective SME Marketing Activity: Part 2”, International Journal of Entrepreneurial Behaviour & Research, vol. 7, n. 6, pp. 211-235.
HOGARTH-SCOTT S., WATSON K., WILSON N. (1996), “Do small businesses have to practice marketing to survive and grow?”, Marketing Intelligence & Planning, vol. 14, n. 1, pp. 6-18.
KIRBY D.A., TRAVIS L. (1995), “Marketing and the Small Service business: Solecitors practices in England”, Research at the Marketing/Entrepreneurship Interface, University of Illinois at Chicago, Conference proceedings, pp. 71-94.
KITCHEN P.J., SCHULTZ D.E. (2000), “A response to theoretical concept or management fashion”, Journal of Advertising Research, vol. 40, n. 5, pp. 17-21.
INVERNIZZI E., ROMENTI S. (2013), Relazioni pubbliche e corporate communication. Le competenze e i servizi di base, vol. 1, McGraw-Hill, Milano.
INVERNIZZI E., ROMENTI S. (2012), Relazioni pubbliche e corporate communication. vol. 2, McGraw-Hill, Milano.
LILIEN G.L., KOTLER P., MOORTHY K.S. (1992), Marketing Models, Prentice-Hall, Englewood Cliffs, NJ.
MARCHINI I. (1985), “Attualità, specificità e strategie delle piccole e medie imprese. L’economia delle piccole e medie imprese industriali”, Atti del Convegno Aidea, Urbino, Editrice Clueb, Bologna.
MATTIACCI A., CECCOTTI F. (2005), “Lo sviluppo del marketing nella PMI: riflessioni a margine di un’esperienza d’impresa”, Micro & Macro marketing, vol. 14, n. 1, pp. 65-106.
MAURI C. (2011), Marketing per le PMI, Egea, Milano.
MAURI C. (1997), “Quale marketing per le piccole e medie imprese?”, in Brunetti G., Musatti G., Corbetta G., Piccole e medie imprese e politiche di facilitazione, Egea, Milano, pp. 243-254.
MCCARTAN-QUINN, D., CARSON, D. (2003), “Issues which impact upon marketing in the small firm, Small Business Economics, vol. 21, n. 2, pp. 201-213.
MENDHAM S., BANNOCK G. (1982), “Small business and economic change”. Paper presented at the International Congress on Small Business, October, Malaga, Spain.
O’DWYER M. (2009), Marketing the SME. Innovation and Approach, Cambridge Scholars Publishing.
O’DWYER M., GILMORE A., CARSON D. (2009), “Innovative marketing in SMEs”, European Journal of Marketing, vol. 43, n .1/2, pp. 46-61.
PACITTO J.C., BIZEUL P.A.J., BIZEUL P. (2007), “Marketing in medium-sized manufactu- ring firms: The state-of-the-art in France and in Quebec”, International Entrepre- neurship Management Journal, vol. 3, n. 1, pp. 29-50.
PASTORE A., MATTIACCI A. ( 2013), Marketing. Il management orientato al mercato, Hoepli, Milano.
PENCARELLI T., CIOPPI M. (2006), “I processi di vendita e il marketing nelle PMI”, paper presentato al Convegno di Parma della Società Italiana di Marketing, Parma, 24-25 Novembre 2006, pp.1- 30.
REYNOLDS P.L. (2002), “The Need for a New Paradigm for Small Business Marketing? What is Wrong with the Old One?”, Journal of research in marketing and entrepreneurship, vol. 4, n. 3, pp. 191-205.
SCASE R., GOFFEE R. (1987), The Real World of the Business Owner, Croom Helm, London.
SCHOLLHAMMER H., KURILOFF A. (1979), Entrepreneurship and Small Business Management, John Wiley, New York.
SIANO A., VOLLERO A., SIGLIOCCOLO M. (2013), “Corporate communication management: A framework based on decision making with reference to communication resources”, Journal of Marketing Communications, vol. 19, n. 3, pp. 151-167.
SIMPSON M., TAYLOR N. (2002), ‘The Role and Relevance of Marketing in SMEs: towards a new model’, Journal of Small Business and Enterprise Development, vol. 9, n. 4, pp. 370-382.
SIU W., KIRBY D.A. (1998), “Approaches to Small Firm Marketing. A Critique”, European Journal of Marketing, vol. 32, n. 1/2, pp. 40-60.
STEINHOFF D. (1978), Small Business Management Fundamentals, McGraw-Hill, Maidenhead.
THRASSOU A., VRONTIS D. (2006), “A Small Services Firm Marketing Communications Model for SME‐Dominated Environments”, Journal of Marketing Communications, vol. 12, n. 3, pp. 183-202.
VARALDO R. (1983), “L’approccio di marketing nelle piccole e medie imprese”, in atti del seminario sulle “Strategie di sviluppo delle piccole e medie imprese”, 11 giugno, Ancona.
VECCHIATO G. (2005), Relazioni Pubbliche: valore che crea valore, Franco Angeli, Milano.
VESCOVI T., GAZZOLA P. (2006), “Strutture e uso degli strumenti di marketing e comunicazione nelle imprese del Regno Unito. Primi risultati di una ricerca europea”, Atti del V° Convegno Internazionale, Le tendenze del Marketing in Europa, Venezia, 20-21 Gennaio 2006, pp. 1-20.
WATZLAWICK P., BRAVIN J.H., JACKSON D.D. (1971), Pragmatica della comunicazione umana, Astrolabio, Roma.
WONG H.Y., MERRILEES B. (2008), “Determinants of SME international marketing communication, Journal of Global Marketing, vol. 21, n. 4, pp. 293-305.
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Published
2014-08-29
