eBusiness applications in SMEs of Italian industrial districts: the textile and wood/furniture cases

The paper presents the results of a study dealing with the adoption of eBusiness applications in two Italian industrial districts: the textile district in Como and the wood/furniture district in the area of Brianza. These two districts are part of important “made in Italy” industries, with a high volume of worldwide exports. The goal of the paper is to show how Internet technology is changing the behavior of small and medium-sized enterprises (SMEs) in these two local (but with worldwide relevance) districts and to understand how the potential benefits and constraints for SMEs pointed out in several literature contributions are really acting in these districts.

Market orientation in the context of SMEs: A conceptual framework

A number of studies in the marketing literature have examined the construct of market orientation (MO). These studies generally show a positive link between MO and organizational performance. This paper examines MO specifically in the context of small and medium sized enterprises (SMEs). An in-depth review of the extant literature is used to develop a conceptual framework by exploring the major antecedents of MO, the MO–Performance relationship, and the key mediators and environmental moderators of this relationship. This paper also examines several studies on SMEs with respect to various aspects of this framework and offers suggestions for future research in order to understand more thoroughly how MO influences SME performance.     

中小企业国际化经营转型的制度困境及发展路径

中小企业“浅度”的国际化经营是以出口和加工贸易为主体、以低价竞争为手段、以廉价劳动力资源为核心、以低附加值产品为载体,不利于中小企业在拓展国际市场的同时迅速成长并形成核心竞争力。中国中小企业要实现从“浅度”向“深度”国际化经营的转型,必须以战略规划促进成长,突破企业制度的约束;以特色经营拓展市场,突破贸易制度的约束;以企业集群强化优势,突破产业制度的约束;以品牌塑造提高影响力,突破市场体制的约束;以技术创新形成核心竞争力,突破企业间合作制度的约束。     

Empowerment of SME websites—Development of a web-empowerment scale and preliminary evidence

The emergence of the Internet and the World Wide Web has been argued to fundamentally reshape economic conditions and business practices of firms. It is seen as a promoter of rapid internationalisation of companies, particularly small and medium enterprises. In the aftermath of the burst of the electronic-bubble business practitioners and academics look with scrutiny on successful web-strategies, relevant dimensions of online-success and try to identify viable website practices which enable long-term rewards. The literature offers a rather patchy pattern for successful web-strategies and consumer perspectives on what is expected from websites is hardly available. Within this paper, we introduce the dimension “web-empowerment”. This is a multidimensional construct comprising of consumer views on various dimensions of relevant and successful websites. The web-empowerment scale is based on a large sample from Austria, and developed according to scale development procedures. The relevance of this construct and practical issues in the context of a cross-country sample of SME’s is empirically examined. The paper concludes by offering implications for SME practitioners and for research.     

A framework for SME retail branding

Abstract

It has become increasingly important for small to medium sized enterprise (SME) retailers to stand out in the current marketplace. Branding in SMEs is a growing area of academic interest, although the majority of studies have been based in the manufacturing sector. This study seeks to develop a framework of the characteristics, processes and dynamics of SME retailers. A qualitative research study was carried out with SME owner managers (OMs) over a period of 15 months. The findings extend the understanding of branding in SMEs in a number of ways. Firstly, it is found that SME retailers take a cautious approach to brand management, seeking to build loyalty, networks and relationships. Secondly, the holistic nature of SME retail branding presents a challenge to OMs who are resource-constrained. Thirdly, the soft, colloquial and intuitive approaches to brand equity appraisal are evident. Brand marketing is focused on word of mouth, which has implications for how OMs operationalise the brand around store experiences. Finally, the influence of the OM on branding decisions is clear. The key findings are discussed in relation to the retail context of the study, the centricity of the OMs in SME branding and entrepreneurial brand management.     

Brand management in small and medium-sized (SME) retailers: A future research agenda

Abstract

Recently, an emerging body of literature has advocated the importance of branding to small and medium-sized (SME) retailers. Nonetheless, this discourse has ignored the complexities and idiosyncrasies of retail branding. The aim of this paper is to provide a new theoretical understanding of brand management by SME retailers. In order to achieve this aim, the paper integrates the brand management, SME branding, and retail branding literature, and offers a conceptual framework for SME retail branding. A number of propositions are included that aid understanding of brand management in SME retail organisations. It is anticipated that these propositions will help shape future empirical research in this area. Further in-depth research into the application of branding within the SME retail context would address a significant gap in academic knowledge. In doing so, it would also provide important insights for management practice.     

Business Buyer Relationship Management Through Seamless Internet Integration

Abstract

There is a growing need to look specifically at Internet integration into business relationship management tactics, beyond sustaining current customers. The Internet enables active implementation of a business buyer relationship management (BBRM) orientation through the facilitation of information sharing and buyer connectivity across various buying conditions. Using Internet tools, the goal of merely sustaining present buyers now appears insufficient. BBRM takes into account that these tools must be effectively utilized across a variety of buying situations including how sellers and buyers come together, stay together and inevitably remake their business relationships endure. BBRM makes effective use of Internet technologies despite various buying situations to enable seller-buyer relationship formation, maintenance and long-term continuation.     

关系营销理论与顾客关系管理

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 ,顾客关系管理为关系营销提供了有效的技术支持     

International orientation of Chinese internet SMEs: Direct and indirect effects of foreign and indigenous social networking site use

We examine how international orientation (IO) of small and medium sized enterprises (SMEs) in China is influenced by foreign and indigenous Social Networking Site (SNS) use. Existing international business theory does not explain how SNS use by emerging market SMEs underpins IO. Combining knowledge-based theory, International Entrepreneurship literature and insights from Information Management, we test a model of opposite effects for the use of foreign and indigenous SNS. Analysis of data from 117 Chinese SMEs provides strong support to the central argument that indigenous rather than foreign SNS helps this new breed of firm to become more internationally-oriented.     

Strategic partnerships and the internationalisation process of software SMEs

This research investigates the nature of strategic partnering activities of software SMEs (small-to-medium-sized enterprises), their motivations to engage in strategic partnerships as part of the internationalisation process, the key benefits achieved and the main challenges encountered. It explores managers’ perceptions of partnership activities through a qualitative research methodology focussing on Irish indigenous firms. Findings suggest that strategic partnerships were initiated to take advantage of firm synergy, reputation and credibility advantages. Partnerships also served as an important foreign market entry mechanism allowing firms to accelerate sales cycles and reduce risk in overseas markets. Challenges facing firms included partner selection and issues of control. Directions for further research are highlighted.     

关系营销是客户关系管理的核心理念和指导思想

关系营销是客户关系管理的核心理念和指导思想,客户关系管理的核心是客户关系。通过客户关系管理这一过程,企业最大程度地掌握和利用顾客信息,以培养和增强顾客的忠诚度,实现顾客的终身挽留。关系营销与客户关系管理进行有效整合,可以使关系营销理论得到全新发展,也让客户关系管理理论在中国的环境中得到更好的发挥和实现。     

我国中小企业融资现状及对策分析

目前,我国中小企业的融资存在融资成本高、信用体系不健全、融资渠道不规范、在资本市场受到融资歧视等问题。为促进中小企业的良性经营与稳定发展,我国通过增强中小企业内源融资能力、规范民间借贷、完善银企征信体系、利率市场化等方式解决这些问题。此外,政府还应该对目前市场进行补充和修正,如向金融机构提供贷款风险补偿资金,成立服务于中小企业的政策性银行等措施,以达到全面解决中小企业融资困难的目的。     

从交易营销到战略营销:营销理论范式的比较与创新

市场营销发展的历史表明,在现代的市场竞争下单纯依赖以4Ps策略为分析框架的交易营销范式已经逐渐失去了对新问题的解释力。关系营销范式因为缺乏明确的研究框架和分析工具还不能成为主流的营销范式。而伴随着现代竞争的日益发展,基于竞争和顾客导向的战略营销管理理论范式越来越具有影响力。SMM范式具备一个全新的理论范式的条件,将对未来我国企业的营销战略的制定,长远的营销发展具有重要的意义。     

客户关系管理研究进展及其未来发展方向

客户关系管理在过去十多年得到了快速发展。然而目前由于不同学者研究视角和研究出发点等方面差异,他们研究的结论并不相同,甚至是相互矛盾,因此有必要从客户关系管理的理论基础、客户关系管理的内涵及其演进、客户关系管理对组织绩效的影响效应等几个方面对该领域现状进行了系统研究,并在此基础上探明现有研究存在的局限及其未来发展趋势。     

Analysis of the role of complaint management in the context of relationship marketing

Abstract

This research aims to contribute to the relationship-marketing strategy by studying the role of complaint management in long-term relationships. Two factors distinguish it from other studies: it takes into account two types of customers, consumers and firms, and the result variable selected is the probability of ending an ongoing relationship. Two questionnaires were designed for every population. One of them was auto-administrated to a sample of consumers in the north of Spain, and the other one was sent to a representative sample of Spanish firms. The data analyses were conducted using structural equation modelling. The findings confirm the importance that theory accords to the relationship-marketing strategy, and also provide evidence for the importance of complaint management. Thus having a good complaint-handling system and trained and motivated staff who are fully committed to the firm's objectives are fundamental requisites for firms to be able to build a stable customer portfolio.     

发挥比较优势与山西中小企业发展战略理念

本文认为,比较优势作为一种动态的、多元化的优势,对山西中小企业战略的制定具有重要意义。以比较优势为原则,有利于山西中小企业发展战略的制定;以比较优势作指导,有利于山西中小企业准确地进行战略定位;以比较优势为前提,有利于山西中小企业的战略管理。文章提出,山西省发挥中小企业比较优势,必须解放思想,更新观念,增强战略意识,树立比较优势战略理念;加强宣传,营造氛围,提升比较优势战略理念;进行政策引导,政府帮助,促使中小企业用比较优势的思维去谋划发展。     

How Campanian Small and Medium Enterprises (SMEs) Can Compete in the Global Agro-Food Industry

Importance of the agro-food industry in Italy and in Campania led us to investigate industry structure and small and medium enterprises' (SMEs) strategies for competing in the global scenario. We first analyzed the relevance of the Campanian agro-food system. Then we presented the results of face-to-face interviews to some SMEs. Through the interviews, we highlighted the SME value chain structures and their strategies to face global challenges. Most of the Campanian SMEs internationalize their activity by exporting their products abroad. Firms export in markets oriented to a high level of product quality—the main factor of Campanian agro-food SMEs' competitive advantage.     

我国民营科技型中小企业融资问题研究

改革开放以来,民营科技型中小企业在促进我国高新技术产业的形成和发展与刺激经济增长等方面发挥了重要的作用。但目前该类型企业却面临着资金严重不足、融资体系不健全的困难,分析该类型企业的融资现状和问题,提出解决民营科技型中小企业融资问题的基本思路。     

浅析我国中小企业会计服务外包

国际数据公司在一份研究报告中提出,2008年全球财务和会计外包市场规模已达到470多亿美元,可见,会计服务外包得到了迅猛的发展。而在我国,会计服务外包还处于初步发展阶段。为此,结合我国中小企业的特点,就会计服务外包对中小企业发展的必要性、中小企业会计服务外包存在的问题及对策等方面进行探析,并展望了会计服务外包未来在我国的前景。