TITLE:
Business Development Services Access as a Strategic Response to Market Disruption among Small and Medium Enterprises
AUTHORS:
Mary Njoroge, Veronicah Kaluyu
KEYWORDS:
Business Development Services, Strategic Response, Marketing Business Development Services Access, Market Disruption
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.10 No.8,
August
13,
2020
ABSTRACT: Business development service is a pro-market and customer-centric multiple value advantage approach that is available for firms to enable them seize emergent opportunities in the market for superior customer value and sustainable competitive advantage. This paper carries out a literature review on how marketing Business Development Services (BDS) propels SMEs to strategically respond to market disruptions and pursue a sustainable competitive advantage. Its main focus is on the following four variables of marketing Business Development Services: trade fairs, trade partnerships, product development and communication with customers. Although there is limited empirical literature on study’s key variables, the collected information becomes an eye opener to researchers on the need of further research using different approaches. As such, from perspectives deduced from the literature, future research orientations are prescribed. Additionally, Business practitioners and SMEs, may borrow a leaf on use of Business development services to create strong strategic postures for survival in turbulent environment.