The Road to Marketing Success: Drivers and Barriers in SME Strategy Implementation

Title

The Road to Marketing Success: Drivers and Barriers in SME Strategy Implementation

Creator

Srivastava, Mallika; Sinha, Mudita

Description

Purpose: The paper seeks to present the drivers and barriers to implementing effective marketing strategies by SMEs in India. In this current research, a systematic literature review (SLR) was adopted to collect existing literature; after identifying relevant literature, topic modeling was used to identify significant research themes in the SME sector. Methodology: A semi-structured interview was conducted for data collection by interviewing SME owners and managers, which was analyzed via thematic analysis (TA) to identify different barriers and drivers of SMEs in implementing effective marketing strategies. Findings: The discussion of the study has collated and proposed a combined set of drivers and barriers from all three methodologies. The studys findings highlight that external and internal barriers and drivers impact SMEs implementation of effective marketing strategies in India. Originality: This paper combines three approaches, namely structured literature review, topic modeling, and TA, to identify SMEs different barriers and drivers in implementing effective marketing strategies. 2026 by Apple Academic Press, Inc.

Source

Strategic Leadership and Management;pp.205-225

Date

01-01-2025

Publisher

Apple Academic Press

Subject

barriers; drivers; marketing strategies; SMEs; thematic analysis; topic modeling

Coverage

Srivastava M., NMIMS, Karnataka, Bangalore, India; Sinha M., Christ University, Karnataka, Bangalore, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 978-104080547-3; 978-199851142-6;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.1201/9781998511433-13

https://www.scopus.com/pages/publications/105025633007?origin=resultslist