文章基本信息

标题：Marketing Collaboration and SME Strategy Implementation in Blora,Indonesia
本地全文：下载
作者：Kesi Widjajanti ; Kesi Widjajanti
期刊名称：Asean Marketing Journal
印刷版ISSN：2085-5044
电子版ISSN：2356-2242
出版年度：2015
卷号：7
期号：1
页码：28-39
DOI：10.21002/amj.v7i1.4482
语种：English
出版社：Universitas Indonesia
摘要：The collaboration between small and medium enterprises (SMEs) and large enterprises (LEs) have been widely researched.Previous research on collaborative marketing strategy has been developed,but the contribution of these strategies for SMEs is still unclear.This research focuses on “marketing collaboration”to clarify the role of collaboration,based on the discussion of the findings that emerged from the qualitative study of SMEs.This is related to the characteristics of creative industries which mostly consist of SMEs with limited knowledge and skills to enter in the field of marketing.To expand the business SMEs is very difficult if done alone.To accelerate the development of its business,SMEs need to collaborate with an LEs which has a marketing network.Marketing collaboration between SMEs and LEs to be one effective way to develop business,as both sides can increase profitability.While LEs can improve technological innovation other hand,SMEs receive various benefits such as access to technology and access to new markets.
其他摘要：Kolaborasi antara perusahaan usaha kecil dan menengah (UKM) dengan perusahaan besar telah banyak diteliti.Penelitian terdahulu tentang strategi kolaborasi pemasaran telah dikembangkan,namun kontribusi strategi tersebut bagi UKM masih belum jelas.Penelitia
关键词：marketing collaboration;network;access to new market;profitability
其他关键词：kolaborasi pemasaran;jaringan;akses pasar baru;keuntungan