Navigating the Determinants of Marketing Performance in SMEs: An Integrative Systematic Review and Theoretical Analysis
Journal Title: Journal of Organizations, Technology and Entrepreneurship - Year 2024, Vol 2, Issue 3
Abstract
The determinants influencing marketing performance in small and medium-sized enterprises (SMEs) have garnered increasing scholarly attention due to their critical role in driving economic development. SMEs face multifaceted challenges in optimizing market strategies, necessitating a comprehensive understanding of the factors underpinning marketing success. Through a systematic literature review (SLR) adhering to Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocols, this study synthesizes insights from 44 empirical studies published between 2019 and 2023. Key determinants identified include entrepreneurial orientation, marketing capabilities, innovation, and digital strategies. Entrepreneurial orientation and marketing capabilities were found to exhibit a strong correlation with marketing performance, highlighting their importance in shaping SME competitiveness. Furthermore, innovative practices and the strategic use of digital marketing tools were observed to significantly bolster market positioning, enabling SMEs to achieve competitive differentiation. Enhanced marketing performance is shown to contribute to consistent revenue generation, organizational resilience, and financial stability, thereby promoting long-term sustainability in competitive industries. This investigation advances the academic discourse by proposing an integrated conceptual framework to guide future research on SME marketing performance. Additionally, evidence-based recommendations are provided to assist enterprises in leveraging identified determinants to enhance marketing efficacy and achieve sustainable growth.
Authors and Affiliations
Sugianto Sugianto;Ramadania Ramadania;Wenny Pebrianti
Keywords
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- EP ID EP758960
- DOI https://doi.org/10.56578/jote020302
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