Case study: evidence of a strategic marketing paradigm in a growing SME

Abstract

Asserts that SMEs are increasingly viewed as the major source of jobs within the UK, but that there is considerable evidence that many fail to grow. Focuses on the development of a particular SME, Pine Cabin, and seeks to highlight the set of factors (mainly internal) which have enabled it to grow. These internal factors are probed and conclusions reached. The research objectives are: (1) how significant was Pine Cabin’s growth?; (2) what were the major contributory factors; and (3) what lessons do theoretical perspectives provide? Concludes that marketing planning, the correct marketing mix, the firm’s strategic approach and, in particular, value chain management have lead to the firm’s financial success.