The relevance of networks to high-tech SME marketing : the case of the UK biotechnology industry

• Main Author: Almeshal, Talal
• Published: University of Reading 2013
• Subjects: 658.8
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.605139

The field of SME marketing has been identified as an area of marketing research that is requiring attention. Much of the existing research is based on the assumption that SMEs are naturally disadvantaged in the area of marketing due to their size (McGrath, 2008, p15). However their less structured and informal approach to marketing can actually give SMEs a competitive edge (Gilmore & Carson, 1999, p.36) as they are often closer to their customers. This is particularly true for Biotechnology SMEs, because they often target a very small group of customers, enabling them to be closer to these group of customers. In recent years, various researchers have explored the use of marketing networks for SMEs to overcome some of the challenges the face (Carson, Gilmore & Rocks, 2004, p. 370; McGrath, 2008, p.48). This thesis has developed a model of marketing networks particularly tailored to Biotechnology SMEs in the UK using a mixed method approach combining case studies with a survey. The addition of a survey alongside seven case studies provides a stronger and more robust methodology. The research has an exploratory nature as no previous marketing research has been undertaken that is specific to the Biotechnology industry, 69 British Biotechnology SMEs were sampled and thus, this study has been able to secure a much larger sample than previous studies in this field. The findings from research and the model development suggest that Biotechnology SMEs in the UK already actively engage in marketing networks. They do so to achieve a number of strategic objectives such as business development, gaining access to R&D capabilities, marketing capabilities and funding. It was also established that marketing networks can contribute to the overall performance of Biotechnology SMEs. Market orientation of the SMEs also impacts performance and acts as a partial mediator between marketing network and performance.