Title: Implementation of an agile marketing approach for the manufacturing-based SME

Authors: Jenny Poolton, Hossam S. Ismail, Iain R. Reid, Ivan C. Arokiam

Addresses: The Agility Centre, The University of Liverpool Management School (ULMS), University of Liverpool, Chatham Building, P.O. Box 147, Liverpool L69 7ZH, UK. ' The Agility Centre, The University of Liverpool Management School (ULMS), University of Liverpool, Chatham Building, P.O. Box 147, Liverpool L69 7ZH, UK. ' The Agility Centre, The University of Liverpool Management School (ULMS), University of Liverpool, Chatham Building, P.O. Box 147, Liverpool L69 7ZH, UK. ' Coventry University, Room FW102, Sir Frank Whittle Building, Priory Street, Coventry CV1 5FB, UK

Abstract: This paper demonstrates, via a case study, the role of an agile marketing approach in manufacturing-based SMEs. The approach comprises one dimension of the Agility Strategic Framework (ASF) developed by the Agility Centre at the University of Liverpool. The framework was devised to assist manufacturing SMEs to develop and implement growth strategies in a business to-business environment. Improvements to manufacturing provide the initial driver for change, which was then followed by an analysis of opportunities for growth through marketing. With respect to marketing agility in particular, the objective was to provide an approach whereby SMEs can make use of marketing tools and techniques that are normally only used by large firms. The paper provides an overview of agility and the logic of the ASF, focusing on how SMEs can become more proactive. The work involved an in-depth examination of marketing techniques and tools as used by large companies with the sole aim of tailoring these so that they are suitable for application in an SME setting. The agility framework provides a platform for SMEs such that they are better placed to exploit new and emerging opportunities in the marketplace.

Keywords: agile manufacturing; business improvement; agility; agile marketing; marketing orientation; marketing tools; marketing techniques; manufacturing SMEs; small and medium-sized enterprises; B2B; business-to-business.

DOI: 10.1504/IJESB.2008.018632

International Journal of Entrepreneurship and Small Business, 2008 Vol.6 No.2, pp.264 - 279

Published online: 02 Jun 2008 *

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