Marketing Learning Strategy For Global Business : The Case Of Small And Medium Enterprises

Mohd Radzi, Muhammad Esreen (2014) Marketing Learning Strategy For Global Business : The Case Of Small And Medium Enterprises. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

With the rapid growth of SMEs especially in the food and beverages industry, SME owners are now looking to venture into the global market. Despite the eagerness, some SMEs that try to venture into the global market failed to do so. Thus in order to increase the rate of success, researchers needs to better understand the factors behind the success of marketing strategies in order to help the SMEs. This research particularly aims to better understand the effects of marketing learning towards the penetration of the global markets. A literary survey is done by the researcher to better understand the situation and also to better understand the learning modes as proposed by other researchers as grounds for the research. The research is intended for the SME community of Malaysia thus the data for the research was collected from SME owners of Malaysia that has successfully penetrated the global market through surveys administered mainly through electronic means and direct means. 62 respondents were found and from the data, Correlational and regression analysis was done. It was found that SMEs do usually undertake learning activities in the form of experiential, informational and community of practice but these learning modes has weak effect on their business due to being supporting factors only. The research was done in a very limited time frame with limited resources thus a more detailed research on the same matter would most probably come out with a different answer. As a conclusion, SMEs do undergo learning processes and the learning processes do have a positive impact even if it is small.

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