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An investigation of marketing capabilities of informal microenterprises

An investigation of marketing capabilities of informal microenterprises PurposeMarketing capabilities of large- and medium-sized enterprise is well understood and focused, but little research has been done on microenterprise, especially in informal sector microenterprise. The purpose of this paper is to investigate what are the marketing capabilities of informal microenterprises (IMs) that could be sources of competitive performance.Design/methodology/approachAt first, a literature review and pilot study was used to develop a list of marketing capabilities of IM street food vending. Then a quantitative approach was undertaken where questionnaire was developed and distributed to 42 street food vendors and 52 customers in Bangkok, Thailand. The collected data were analyzed using a descriptive statistic, principle component analysis, hierarchical cluster analysis, and k-mean clustering technique.FindingsAnalysis revealed that IM street food vending has some unique marketing capabilities compared to formal restaurant. From the vendors’ point of view, it was found that cheaper pricing and quicker food delivery were the major contributors. On the other hand, from the customer point of view, convenient location, flexible business hours, fulfill customer food requirements, and cooking demonstration were noted significant.Social implicationsPolicy makers and development agencies could be developed using various policy strategies such as business development support services as a tool to support IM operators.Originality/valueThis study provides a first step toward marketing capabilities of IM and makes several contributions to the literature. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sociology and Social Policy Emerald Publishing

An investigation of marketing capabilities of informal microenterprises

An investigation of marketing capabilities of informal microenterprises

International Journal of Sociology and Social Policy , Volume 37 (3/4): 17 – Apr 11, 2017

Abstract

PurposeMarketing capabilities of large- and medium-sized enterprise is well understood and focused, but little research has been done on microenterprise, especially in informal sector microenterprise. The purpose of this paper is to investigate what are the marketing capabilities of informal microenterprises (IMs) that could be sources of competitive performance.Design/methodology/approachAt first, a literature review and pilot study was used to develop a list of marketing capabilities of IM street food vending. Then a quantitative approach was undertaken where questionnaire was developed and distributed to 42 street food vendors and 52 customers in Bangkok, Thailand. The collected data were analyzed using a descriptive statistic, principle component analysis, hierarchical cluster analysis, and k-mean clustering technique.FindingsAnalysis revealed that IM street food vending has some unique marketing capabilities compared to formal restaurant. From the vendors’ point of view, it was found that cheaper pricing and quicker food delivery were the major contributors. On the other hand, from the customer point of view, convenient location, flexible business hours, fulfill customer food requirements, and cooking demonstration were noted significant.Social implicationsPolicy makers and development agencies could be developed using various policy strategies such as business development support services as a tool to support IM operators.Originality/valueThis study provides a first step toward marketing capabilities of IM and makes several contributions to the literature.

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References (74)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0144-333X
DOI
10.1108/IJSSP-09-2015-0094
Publisher site
See Article on Publisher Site

Abstract

PurposeMarketing capabilities of large- and medium-sized enterprise is well understood and focused, but little research has been done on microenterprise, especially in informal sector microenterprise. The purpose of this paper is to investigate what are the marketing capabilities of informal microenterprises (IMs) that could be sources of competitive performance.Design/methodology/approachAt first, a literature review and pilot study was used to develop a list of marketing capabilities of IM street food vending. Then a quantitative approach was undertaken where questionnaire was developed and distributed to 42 street food vendors and 52 customers in Bangkok, Thailand. The collected data were analyzed using a descriptive statistic, principle component analysis, hierarchical cluster analysis, and k-mean clustering technique.FindingsAnalysis revealed that IM street food vending has some unique marketing capabilities compared to formal restaurant. From the vendors’ point of view, it was found that cheaper pricing and quicker food delivery were the major contributors. On the other hand, from the customer point of view, convenient location, flexible business hours, fulfill customer food requirements, and cooking demonstration were noted significant.Social implicationsPolicy makers and development agencies could be developed using various policy strategies such as business development support services as a tool to support IM operators.Originality/valueThis study provides a first step toward marketing capabilities of IM and makes several contributions to the literature.

Journal

International Journal of Sociology and Social PolicyEmerald Publishing

Published: Apr 11, 2017

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