Marketing Intelligence & Planning: Volume 30 Issue 2

Do family SME managers value marketing capabilities' contribution to firm performance?

Carmen Pérez‐Cabañero, Tomás González‐Cruz, Sonia Cruz‐Ros

This paper seeks to extend knowledge on the impact of different marketing capabilities on various measures of organisational performance in the context of family‐run small to…

Organizational structure and specialized marketing capabilities in SMEs

Guilherme Trez, Fernando Bins Luce

This paper aims to develop and test a conceptual model of organizational structure design that incorporates some factors influencing strategy implementation. The research also…

Do switching costs really provide a first‐mover advantage?

Francisco‐Jose Molina‐Castillo, Ana‐Isabel Rodriguez‐Escudero, Jose‐Luis Munuera‐Aleman

The purpose of this article is to present a model that compares the switching costs that consumers face when they buy pioneering and follower products.

Barriers to internationalisation in SMEs: evidence from Jordan

Khalil Al‐Hyari, Ghazi Al‐Weshah, Muhammed Alnsour

This study aims to identify some of the major barriers that may hinder potential small to medium‐sized enterprise (SME) exporters and non‐exporters from exporting their operations…

The influence of organizational factors on e‐business use: analysis of firm size

Victoria Bordonaba‐Juste, Laura Lucia‐Palacios, Yolanda Polo‐Redondo

There are two purposes of this paper: first, to analyze the effect of size and other organizational factors (IT knowledge, IT external support and the level of employees'…

Co‐creating corporate brands in start‐ups

Mari Juntunen

The purpose of the paper is twofold: first, to examine how managers and employees in start‐ups understand and define a corporate brand; and second, to reveal how corporate brand…

The use of communication activities in the development of small to medium‐sized enterprise brands

Edgar Centeno, Susan Hart

This paper aims to investigate how small to medium‐sized enterprises (SMEs) use particular brand communication activities to develop their brands.

Company image and corporate social responsibility: reflecting with SMEs' managers

Elena Fraj‐Andrés, M. Eugenia López‐Pérez, Iguácel Melero‐Polo, Rosario Vázquez‐Carrasco

This paper is focused on corporate social responsibility (CSR) in the context of small to medium‐sized enterprises (SMEs). Its main interest consists of establishing a framework…

Guest editorial

Professor Jesus Cambra-Fierro, Dr Edgar Centeno