Introducing integrated hybrid communication: the nexus linking marketing communication and corporate communication

Purpose This study aims to investigate how marketing communication (MC) and nascent corporate (CC) strategies are juxtaposed in the small- medium-sized enterprise (SME) setting. Design/methodology/approach A qualitative research method based on a multiple case approach is elaborated South-East Asian emerging economy. Findings The key findings show that MC CC coexist SMEs, frequently closely interwoven, enabling introduction of an integrated hybrid (IHC) theoretical perspective this context. Four requisites inform IHC management: communicate identity/roots; establish relationship with stakeholders; product/service customers; other activities firm (e.g. social responsibility brand identity). SME managers were predisposed use at least three channels among following: advertising, sales promotion, public relations, direct and/or personal selling. Furthermore, generally preferred internet-enabled communication. Research limitations/implications provides fresh insights into SMEs could integrate their increase survival chances business growth. However, need develop required every Thus, present be seen as relevant various audiences (academic, practitioners policy-makers) such for from Western European settings who interested operating Malaysian Practical implications By using four IHC, owners/managers can adopt more holistic approach, by strategically planning both typologies (i.e. product level). will able enhance clarity consistency strategy achieve equity across stakeholders long run. Originality/value introduces reveals tools used brand-related messages stakeholders. These tend stem shaped identity/roots embedded managerial personality/values.