How marketing affects an SME firm's profitability, growth and success

Jukka Hemilä, Mika Oinas

    Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

    Abstract

    Among manufacturing industries can be found many well-known small- and medium-sized enterprises with established brand status in their home markets. When such a company has a plan for growth through exporting, they need to put significant effort in marketing. This marketing effort is useless, however, if the company is not believable from the international customer's points of view. To ensure profitable growth in international markets, the company should be managed well at all operational levels: purchasing, manufacturing, delivering and marketing. One challenge for operation management is how to update all business functions to fulfil the needs coming from international markets. Marketing is a tool for a company to visualise its own capabilities, offerings and the brand for the export markets. This paper is a story of one company from Finland with great products, willingness for growth, and the effort they have used in operations management to support their growth in international markets.
    Original languageEnglish
    Title of host publicationProceedings of the 20th Annual conference of the Production and Operations Management Society (POMS)
    Place of PublicationUSA
    Number of pages14
    Publication statusPublished - 2009
    MoE publication typeA4 Article in a conference publication
    Event20th Annual conference of the Production and Operations Management Society, POMS 2009 - Orlando, United States
    Duration: 1 May 20094 May 2009

    Conference

    Conference20th Annual conference of the Production and Operations Management Society, POMS 2009
    Abbreviated titlePOMS 2009
    CountryUnited States
    CityOrlando
    Period1/05/094/05/09

    Keywords

    • SME
    • manufacturing
    • profitability
    • growth

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  • Cite this

    Hemilä, J., & Oinas, M. (2009). How marketing affects an SME firm's profitability, growth and success. In Proceedings of the 20th Annual conference of the Production and Operations Management Society (POMS) https://www.pomsmeetings.org/ConfProceedings/011/FullPapers/011-0071.pdf