Marketing Decision-Making in Hungarian SMEs

Purpose – Small and medium-sized enterprises (SMEs) play an important role in the economy, in both national and international markets. These organizations work under diff erent conditions, possess diff erent capabilities, and therefore have a diff erent approach to certain company functions (e.g., marketing). SMEs defi ne their marketing activity within a scope that diff ers from their large counterparts. Our aim is to provide a better understanding of certain infl uencing factors that are the antecedents to the understanding of an SME’s marketing activities. Design/Methodology/Approach – Since relatively little has been written on these eff ects, we decided to use a qualitative approach because of both the sample (SMEs) and the research problem. The SME marketing activity was analyzed from an exploratory perspective, with the research conducted in the form of in-depth interviews in 15 SMEs. We had the opportunity to analyze our research questions in a Hungarian context. Findings and implications – As a result, some infl uencing patterns emerged, such as the deciding role of the SME leader, strong customer focus, the ability to adapt to the market, and innovative, entrepreneurial characteristics. The results can help both theoretical researchers of SME marketing and SME marketing practitioners. Limitations – The limitations of this paper lie in the sample size and structure, and in the limitations of qualitative methodology. Originality – Despite limitations, the infl uencing factors that emerged have not been analyzed in prior empiriSažetak Svrha – Mala i srednja poduzeća (SME) imaju važnu ulogu u gospodarstvu na nacionalnim i međunarodnim tržištima. Ove organizacije posluju u različitim uvjetima, posjeduju različite sposobnosti i zbog toga imaju drugačiji pristup određenim funkcijama u poduzeću (npr. marketingu). Svoju marketinšku aktivnost one defi niraju u drugačijem opsegu u usporedbi sa svojim većim konkurentima. Cilj rada jest omogućiti bolje razumijevanje određenih utjecajnih čimbenika koji su prethodnici za razumijevanje marketinških aktivnosti malih i srednjih poduzeća. Metodološki pristup – S obzirom na relativno malo prethodnih istraživanja o ovim učincima, odlučilo se za primjenu kvalitativnog pristupa, i zbog uzorka (malih i srednjih poduzeća) i zbog problema istraživanja. Marketinška aktivnost malih i srednjih poduzeća analizirana je kroz izviđajnu perspektivu; provedeno je 15 dubinskih intervjua u malim i srednjim poduzećima. Istraživačka pitanja analizirana su u kontekstu mađarskog tržišta. Rezultati i implikacije – Kao rezultat pojavili su se neki obrasci utjecaja, poput odlučujuće uloge lidera malog i srednjeg poduzeća, snažne usredotočenosti na potrošača, sposobnosti prilagodbe tržištu i inovativne poduzetničke karakteristike. Rezultati mogu pomoći i znanstvenicima i stručnjacima u praksi u području marketinga malih i srednjih poduzeća. Ograničenja – Ograničenja istraživanja odnose se na veličinu i strukturu uzorka te na ograničenja kvalitativne metodologije. Doprinos – Unatoč ograničenjima istraživanja, otkriveni utjecajni čimbenici nisu analizirani u prethodnim empiMarket-Tržište Vol. 31, No. 1, 2019, pp. 39-59 UDK 658.8:65.017. 2/. 3(439) DOI http://dx.doi. org/10.22598/mt/2019.31. 1.39 Preliminary communication Mirkó Gáti, András Bauer 40 Vo l. 31 , N o. 1 , 2 01 9, p p. 3 959 cal studies in terms of SMEs’ decision-making factors in the context of online marketing and use of social media tools. By answering our research questions, we can provide a better explanation of how marketing decisions are made by SMEs.