We use cookies to improve your website experience. To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy. By closing this message, you are consenting to our use of cookies.

Add your Insight

Manuscript deadline
31 March 2021

Cover image - Journal of Strategic Marketing

Journal of Strategic Marketing

Special Issue Editor(s)

Carolyn Strong, Cardiff Business School, Cardiff University, Cardiff, United Kingdom
[email protected]

Neeraj Pandey, National Institute of Industrial Engineering (NITIE) Mumbai, India
[email protected]

Satish Kumar, Malaviya National Institute of Technology Jaipur, India
[email protected]

Visit Journal

Marketing and Strategic Management Issues of SMEs in emerging economies

Small and medium enterprises (SMEs) play an essential role in the growth of the nation. In emerging economies like India, SMEs generate revenue equivalent to 17 percent of the country’s GDP, constitute 40 percent of exports and contribute 45 percent to overall manufacturing output (Arora and Singh, 2020; Pandey and Singh, 2012). Many of the SMEs are suppliers of semi-finished and finished raw material to the B2B organizations. There is a heavy reliance on SMEs for input supplies to large manufacturing firms (Casidy, Nyadzayo and Mohan, 2019; Anees-ur-Rehman and Johnston, 2019). However, due to the lack of superior marketing competence besides other resource constraints, many SMEs struggle to scale to become successful large enterprises. The deregulation and globalization had further enhanced competition in emerging markets and brought forth new challenges for SMEs.

The superior marketing practices by SMEs would help to attract and retain customers. It would help win the trust and loyalty of the customers (Pandey et al., 2020). There is a need for infusion of the latest technologies in the manufacturing process in SMEs (Bessant et al., 2000). The current pandemic crisis has also brought forth challenges in terms of sales opportunities, cash flow, and supply chain management (Habel et al., 2020). The regulations in a particular emerging economy is also an essential factor to be considered while making a strategic decision by the SME owners (Zhu, Hitt and Tihanyi, 2006).

This special issue calls for research in areas related to marketing and strategic management that would help SMEs to survive and grow in this competitive era. The role of leadership, technology infusion, target pricing, strong buyer-supplier relationships, societal marketing approach, and service innovation are critical issues in SMEs. We invite submissions(empirical, conceptual, case research based studies, review leading to theory development) from all domains of management in this special issue.

The indicative topics include:
1. The changing dynamics of marketing for SMEs in emerging markets
2. Managing cost and pricing issues by SMEs in emerging economies
3. The role of leadership in strategic management issues in SMEs
4. Creating and managing a sustainable buyer-supplier relationship
5. The strategic marketing transformation in SMEs for market growth in a post-pandemic world
6. Role of technology in marketing and strategic management issues in SMEs
7. The status of societal marketing approach at SMEs in emerging markets
8. Revisiting strategic marketing issues in SMEs for future directions
9. Service innovation in SMEs for gaining strategic competitive advantage
10. Extended theoretical construct for strategic marketing in the SME context
11. Drivers and Barriers of effective marketing strategies in SMEs

Guest Editorial Team
Carolyn Strong
Reader in Marketing and Strategy
Cardiff Business School, UK
[email protected]

Neeraj Pandey
Associate Professor
National Institute of Industrial Engineering (NITIE)
Mumbai, India
[email protected]

Satish Kumar
Associate Professor
Department of Management Studies
MNIT Jaipur, India
[email protected]

Important Dates
Submission Deadlines: March 31, 2021
Tentative Publication: June 2021

Looking to Publish your Research?

We aim to make publishing with Taylor & Francis a rewarding experience for all our authors. Please visit our Author Services website for more information and guidance, and do contact us if there is anything we can help with!

Submission Instructions

Select "Marketing and Strategic Management Issues of SMEs in emerging economies" when submitting your paper to ScholarOne
Type of paper accepted: . We invite submissions(empirical, conceptual, case research based studies, review leading to theory development) from all domains of management in this special issue.

Important Dates
Submission Deadlines: March 31, 2021
Tentative Publication: June 2021

Instructions for AuthorsSubmit an Article