Conceptual Framework for Marketing Strategy in the Context of Small Business: A Review
Small businesses have become major movers of the economy in most of the developing countries mobilizing local resources, engendering employment and making goods available to customers in the local markets. Formulation of marketing strategy that ensemble the market environment is crucial for sustenance of small business, particularly in this era of competitive business environment. It is no wonder that the marketing strategy has attracted numerous contributions from researchers and practitioners that attempt to develop frameworks for strategy formulation, antecedents of marketing strategy and factors mediating strategy and its outcomes. This paper is an attempt to bring together the notable research reported on the realm of marketing strategy in search of directions for future research.