TITLE:
Marketing Capability Development in Micro Manufacturing Enterprises
AUTHORS:
Guven Gurkan Inan, Aysegul Eda Kop
KEYWORDS:
Marketing Capability, Micro Enterprises, Action Research
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.1,
January
8,
2018
ABSTRACT: Marketing
capability is defined as the ability of an organization to understand and
fulfil customers’ needs at the right time, right place and right cost. Marketing
capability is essential for sustainable business performance. Many micro
enterprises do not have any marketing strategy and/or have limited marketing
activities. A conceptual framework is developed with a view to develop the
marketing capability of micro manufacturing enterprises in this research. In
this study, four micro manufacturing enterprises were observed over a year.
Action research methodology was adopted to test effectiveness of interventions.
Some interventions and capabilities were found to be related with marketing
capability in micro manufacturing enterprises. Findings showed that empowerment,
operational excellence, strategy development and implementation, and collaboration
capabilities could enhance marketing capability in micro manufacturing
enterprises.