Networking: From Marketing Tool to Marketing Competence. A Perspective on How Romanian SMEs Use It
Networking: From Marketing Tool to Marketing Competence. A Perspective on How Romanian SMEs Use It

Summary/Abstract: This paper examines networking as one of the four pillars that form the SME ”Marketing in context” conceptual model suggested by Carson and Gilmore (1999). Emphasis is put on how networking can be performed by Romanian SME managers so as to evolve from a common marketing tool or from an intuitive activity to a marketing competence that stands at the very core of the marketing process within an SME. We conducted our research having some premises as starting points: Romanian SME managers network as part of their every-day business, be it conscious or spontaneous; formal or informal; the network poles are various starting with existing or past clients, various professional contacts, suppliers and ending with the less common family, friends or even employees (internal networks); technological developments enhance networking at a larger scale by the means of the social networks platforms. The primary research (consisting of interviews conducted to several Romanian SME managers) reveals novel findings on how networking is perceived and used within these organizations

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