SMES MARKETING MIX: EXAMINING INFLUENCING FACTORS FOR ITS SUCCESSFUL MANAGEMENT

Juergen Wielanda

Abstract: Purpose – To investigate the influencing factors for the successful management of a standardised marketing mix in the businessto-business (B2B) sector of small and medium-sized enterprises. Design/Methodology/Approach – A qualitative research through 26 semi-structured in-depth interviews of small and mediumsized enterprises operating in the German business-to-business sector was conducted. The interviewees are involved in marketing mix management decisions and marketing Standardization. Content analysis was used to analyse the collected data. Findings – Results show that no identification of the factors influencing the success of the management of a standardised marketing mix, particularly for the business-to-business sector is available. The study found that a standardised marketing mix is influenced by a number of factors which have to be clearly identified in order to be implemented successfully. This paper identifies and implements these influencing factors for successfully managing a standardised marketing mix. Research Limitations/Implications – The practical implications of the findings refer to the fact that there does not seem to be a “one and only way” for successfully managing a standardised marketing mix which can be applied to all circumstances and business contexts. Identifying and implementing these influencing factors seems to be a situation specific marketing activity. The significance of the findings notwithstanding, the business-to-business-context of this research, which was conducted with small and medium-sized enterprises, is the most important caveat, as it limits the possibility to generalise its findings to other business contexts. Practical Implications – This study is important for small and medium-sized enterprises operating in the business-to-business sector which face difficulties in managing their standardised marketing mix successfully. For the successful management of a standardised marketing mix it is vital to get an understanding of its influencing factors. For small and medium-sized enterprises which are attempting to manage a standardised marketing mix effectively an understanding of how to practically implement these influencing factors successfully is important, as it will enable them to develop a marketing mix to overcome price barriers and gain market share. Originality/Value – This paper provides empirical research on the identification and implementation of influencing factors for successfully managing a standardised marketing mix in the business-to-business sector. The results of the literature review discovered six factors and seven determinants to be implemented within a standardised marketing mix which were not evident in the extant literature.

Keywords: Marketing mix, Standardization, B2B, SME, marketing surveillance

DOI: https://doi.org/10.15623/ijret.2017.0616004