Marketing Capability Development in Micro Manufacturing Enterprises

Guven Gurkan Inan, Aysegul Eda Kop

Research output: Contribution to journalArticlepeer-review


Marketing capability is defined as the ability of an organization to understand and fulfil customers’ needs at the right time, right place and right cost. Marketing capability is essential for sustainable business performance. Many micro enterprises do not have any marketing strategy and/or have limited marketing activities. A conceptual framework is developed with a view to develop the marketing capability of micro manufacturing enterprises in this research. In this study, four micro manufacturing enterprises were observed over a year. Action research methodology was adopted to test effectiveness of interventions. Some interventions and capabilities were found to be related with marketing capability in micro manufacturing enterprises. Findings showed that empowerment, operational excellence, strategy development and implementation, and collaboration capabilities could enhance marketing capability in micro manufacturing enterprises.
Original languageEnglish
Pages (from-to)1-12
Number of pages12
JournalAmerican Journal of Industrial and Business Management
Issue number1
Publication statusPublished - Jan 2018


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