SME marketing networking: a strategic approach

A strategic approach to how small and medium sized enterprises (SMEs) use their marketing networks during a time of change in their operating context is the focus of this article. SME networking is analysed using the structural, relational and usage dimensions associated with network frameworks. Specifically, the paper examines marketing network processes (MNPs) that are investigated through the use of network behaviour for SME management. The development of a thematic approach in viewing a network as a strategic analytical construct allowed these MNPs to be studied in relation to the specific theme chosen and how they do their strategic marketing. The research in this paper focused on the use of SME network activities in relation to strategic marketing, to gain an in-depth understanding of the nature and role of strategic marketing networks in SMEs during a time of environmental change. Copyright © 2004 John Wiley & Sons, Ltd.