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The Impact of Traditional and Modern Marketing Strategies on the Success of SMEs: An Analysis of Northwest Europe and Sub Saharan African Businesses

Obed, Edozie Kelvin (2020) The Impact of Traditional and Modern Marketing Strategies on the Success of SMEs: An Analysis of Northwest Europe and Sub Saharan African Businesses. Masters thesis, Dublin, National College of Ireland.

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Abstract

The world is in a digital trend; innovation and the internet have made the business world a more competitive environment for businesses of all sizes. Leaders of these businesses are now devising novel techniques to incorporate in their business design and product development, as well as marketing strategies intending to improve brand awareness. Due to these challenging factors, competing in this intense market has become difficult for many small-medium enterprises (SMEs). Since the emergence of social media, SMEs now have the opportunity to harness its features by using its platform for business promotion, brand development and awareness, mass orientation, product support, data collection for insights and a lot more. Social media platforms like Facebook, LinkedIn, Twitter, etc have become a key component in promotion and marketing activities incorporated into customer acquisition strategies.

New concepts such as co-creation, collaboration, virtual communities, sharing, ideation and a lot more due to the use of these platforms have opened new ways of doing business for SMEs. To better understand the impact of social media and startups being able to survey its first five years, this study was conducted. This study was aimed to understand how SMEs in Sub-saharan African and Northwest of European regions use social media as part of their marketing strategies, and how it has contributed to its growth. With the aid of statistics, this study will evidence the significance of social media usage in SMEs in the investigated regions. The results of this study show that social media can provide long term support for the growth of SMEs. SMEs and Entrepreneurs can, therefore, capitalize on the available features of social media for their business promotion with little or no financial impact.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions: School of Business > Master of Science in Entrepreneurship
Depositing User: Dan English
Date Deposited: 17 Feb 2021 16:28
Last Modified: 17 Feb 2021 16:28
URI: http://norma.ncirl.ie/id/eprint/4783

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