A CRITICAL ANALYSIS OF THE CONCEPT OF MARKETING STRATEGIES FOR SMALL AND MID-SIZED COMPANIES
A CRITICAL ANALYSIS OF THE CONCEPT OF MARKETING STRATEGIES FOR SMALL AND MID-SIZED COMPANIES

Summary/Abstract: The purpose of this paper is to present the results of several studies on marketing strategies applicable in the conditions of small and medium companies. The study is interdisciplinary; it confronts fundamental concepts developed within the framework of strategic management and the theory of marketing strategy in the light of realities of small and medium companies (SMEs). The starting point is the analysis of s SMEs’ characteristics that are important from a strategic view point. Next, both advantages and disadvantages of SMEs are identified. One of the attempted contributions of the author is revision of popular proposals on relationships between overall (corporate) strategy and marketing strategy. Concepts concerned with those relationships represent probably the weakest part of both marketing and strategic management theory. In the final part of the paper the list of marketing strategies for SMEs is developed.

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