IDEAS home Printed from https://ideas.repec.org/a/igg/jeco00/v20y2022i2p1-24.html
   My bibliography  Save this article

Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies: A Systematic Literature Review and a Future Research Agenda

Author

Listed:
  • Nirma Sadamali Jayawardena

    (Griffith University, Australia)

  • Jack Boe

    (Central Bank of Solomon Islands, Solomon Islands)

  • Angeline Rohoia

    (Central Bank of Solomon Islands, Solomon Islands)

  • Parmendra Sharma

    (Griffith University, Australia)

Abstract

This study provides the first systematic review of the different marketing strategies used for promoting SMEs in Pacific Island Countries (PICs). Literature published in high-ranked management journals was reviewed in this area using PRISMA guidelines published between 2000 to 2020. The study identifies three major marketing communication strategies useful for SMEs in the PICs: digital marketing strategies, market orientation strategies and experience based marketing strategies. Further, this study includes a detailed future research agenda under these three major themes. The digital marketing strategies are divided further into social media marketing strategies, blogs, and company websites. Market orientation strategies were categorised as the role of infrastructure development and the role of innovation. The experience-based marketing is another marketing strategy to attract customers (Nair & Chelliah, 2012a). For example, it is identified through the literature that PICs can focus more on cultural festivals and cruise ship markets.

Suggested Citation

  • Nirma Sadamali Jayawardena & Jack Boe & Angeline Rohoia & Parmendra Sharma, 2022. "Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies: A Systematic Literature Review and a Future Research Agenda," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 20(2), pages 1-24, April.
    • Handle: RePEc:igg:jeco00:v:20:y:2022:i:2:p:1-24
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/JECO.300299
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. T.K. Jayaraman & Baljeet Singh, 2007. "Foreign Direct Investment and Employment Creation in Pacific Island Countries: An Empirical Study of Fiji," Working Papers 3507, Asia-Pacific Research and Training Network on Trade (ARTNeT), an initiative of UNESCAP and IDRC, Canada..
    2. Michelle Renton & Urs Daellenbach & Sally Davenport & Richard James E, 2016. "Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food and beverage sector," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 289-305, May.
    3. Sok, Phyra & O’Cass, Aron & Sok, Keo Mony, 2013. "Achieving superior SME performance: Overarching role of marketing, innovation, and learning capabilities," Australasian marketing journal, Elsevier, vol. 21(3), pages 161-167.
    4. Kersten, Renate & Harms, Job & Liket, Kellie & Maas, Karen, 2017. "Small Firms, large Impact? A systematic review of the SME Finance Literature," World Development, Elsevier, vol. 97(C), pages 330-348.
    5. Robert L. Heneman & Judith W. Tansky & S. Michael Camp, 2000. "Human Resource Management Practices in Small and Medium-Sized Enterprises: Unanswered Questions and Future Research Perspectives," Entrepreneurship Theory and Practice, , vol. 25(1), pages 11-26, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muhammad Imran Hanif & Muhammad Shahzad Hani & Asif Kamran & Rabia Khan & Shao Yunfei, 2016. "Knowledge Sharing And Innovation Performance Affected By Hr Generic Strategies: An Empirical Study Of Smes In China And Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 272-306.
    2. Amaka Orakwue & Osarumwense Iguisi, 2020. "Conceptualizing entrepreneurship in human resource management," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 9(3), pages 85-93, April.
    3. Stjepan Srhoj & Vanja Vitezic & Joachim Wagner, 2020. "Export boosting policies and firm behaviour: Review of empirical evidence around the world," Working Paper Series in Economics 395, University of Lüneburg, Institute of Economics.
    4. Abdul Raziq, Retha Wiesner, 2016. "High Performance Management Practices and Sustainability of SMEs. Evidence from Manufacturing and Services-based Industries in Pakistan," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 3(2), pages 83-107, October.
    5. Leung, Aegean & Zhang, Jing & Wong, Poh Kam & Foo, Maw Der, 2006. "The use of networks in human resource acquisition for entrepreneurial firms: Multiple "fit" considerations," Journal of Business Venturing, Elsevier, vol. 21(5), pages 664-686, September.
    6. Marek Goliñski & Zbigniew W³odarczak & Marek Mi¹dowicz, 2016. "It Solutions Supporting The Management Of Information Of Employees’ Competencies," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 13(2), pages 46-57, June.
    7. Brigitte Kroon & Karina Voorde & Jules Timmers, 2013. "High performance work practices in small firms: a resource-poverty and strategic decision-making perspective," Small Business Economics, Springer, vol. 41(1), pages 71-91, June.
    8. Radovan Savov & Drahoslav Lančarič & Jana Kozáková, 2020. "Size of the Company as the Main Determinant of Talent Management in Slovakia," JRFM, MDPI, vol. 13(3), pages 1-14, March.
    9. Marco Savastano & Altaf Hussain Samo & Nisar Ahmed Channa & Carlo Amendola, 2022. "Toward a Conceptual Framework to Foster Green Entrepreneurship Growth in the Agriculture Industry," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    10. Thomas Poufinas & Maria Polychronou, 2018. "Alternative investments as a financing tool for small and medium enterprises," Bulletin of Applied Economics, Risk Market Journals, vol. 5(2), pages 13-44.
    11. Christopher Boudreaux & George Clarke & Anand Jha, 2022. "Social capital and small informal business productivity: the mediating roles of financing and customer relationships," Small Business Economics, Springer, vol. 59(3), pages 955-976, October.
    12. Brancati, Emanuele & Di Maio, Michele & Rahman, Aminur, 2024. "Finance, informal competition, and expectations: A firm-level analysis," World Development, Elsevier, vol. 173(C).
    13. Rankhumise E M & Masilo K H, 2018. "The Effect of Government Support on the Success of Small and Medium Enterprises: A Comparative Study between South Africa and China," Journal of Economics and Behavioral Studies, AMH International, vol. 9(6), pages 166-173.
    14. Samira Raki & Mahani Mohammad Abdu Shakur, 2018. "Brand Orientation in Small and Medium Enterprises (SMEs) from Malaysian Government Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 377-391, July.
    15. Yumei HOU & Maryam Khokhar & Mumtaz Khan & Tahir Islam & Imtiaz Haider, 2021. "Put Safety First: Exploring the Role of Health and Safety Practices in Improving the Performance of SMEs," SAGE Open, , vol. 11(3), pages 21582440211, July.
    16. Cockx, Bart & Desiere, Sam, 2024. "Labour costs and the decision to hire the first employee," European Economic Review, Elsevier, vol. 170(C).
    17. Mathushan P & Kengatharan N, 2022. "Human Resource Management Practices And Firm Innovation: Mediating Role Of Human Capital," Management Research and Practice, Research Centre in Public Administration and Public Services, Bucharest, Romania, vol. 14(2), pages 25-36, June.
    18. Clint Chadwick & Adina Dabu, 2009. "Human Resources, Human Resource Management, and the Competitive Advantage of Firms: Toward a More Comprehensive Model of Causal Linkages," Organization Science, INFORMS, vol. 20(1), pages 253-272, February.
    19. Farhad Taghizadeh-Hesary & Naoyuki Yoshino & Lisa Fukuda, 2019. "Gender and Corporate Success: An Empirical Analysis of Gender-Based Corporate Performance on a Sample of Asian Small and Medium-Sized Enterprises," Working Papers id:13032, eSocialSciences.
    20. Andries de Grip & Inge Sieben, 2005. "The effects of human resource management on small firms' productivity and employees' wages," Applied Economics, Taylor & Francis Journals, vol. 37(9), pages 1047-1054.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jeco00:v:20:y:2022:i:2:p:1-24. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.