Networks and the Acquisition of Marketing Information Resources For Small-Sized Enterprises (SSES) in Tanzania – A Theoretical Discussion
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Date
2012-03
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The African Journal of Finance and Manamgement
Abstract
This theoretical discussion paper advocates that networking is essential for small-sized enterprises (SSEs) to gather marketing information (MI) about their changing environment. Entrepreneurs that want to adjust their offerings to their customers’ current and future needs should put emphasis on gathering marketing information. The most cost-efficient way is through entrepreneur’s social and inter-firm networks. Networking contributes to the growth of SSEs, and this is very important for a country like Tanzania. By employing an increased number of the Tanzanian population, the small business sector is contributing to fighting poverty. This paper proposes that the density of networks, and strength of ties for both social and inter firm networks and the size of networks may influence accessibility of market information differently. Finally it is proposed that there is a significant difference between Inter-firm and Social Networks in terms of marketing information accessibility. These are reflected through the proposed conceptual framework which is the main output of this paper. The paper advocates the need for further empirical studies in the African and Tanzania context in particular.
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Keywords
Research Subject Categories::SOCIAL SCIENCES, networks, marketing information, social networks, inter firm networks and marketing environment
Citation
Mbura O.K. (2012). Networks and the Acquisition of Marketing Information Resources For Small-Sized Enterprises (SSES) in Tanzania – A Theoretical Discussion. The African Journal of Finance and Manamgement. Vol 22. No2. Page36-46