Abstract:
MSMEs have been facing huge problems and challenges to sustain their business in the
challenging environment in Sri Lanka. Network relationship marketing is a unique
strategy to take a competitive advantage in the challenging environment and change
marketing activities. Little efforts are enforced to understand the network relationship
marketing for MSMEs in Sri Lanka. This research explores the dimensions of network
relationship marketing strategy in MSMEs, which serve as decisive dimensions for
developing network relationships in the MSME market. This research applied
qualitative methodology. Data were obtained by interviewing owners of MSMEs in Sri
Lanka. The coding method was applied to identify the dimensions of the network
relationship marketing strategy. Three major dimensions were produced for network
relationship marketing: intensive network relationship marketing, business network
relationship marketing, and social network relationship marketing strategy. The
dimensions of intensive network relationship marketing strategy are network
relationships with customers, distributors, suppliers, employees, and competitors.
Business network relationship marketing includes the network relationship with government institutions, intermediary institutions, and research institutions. Social
network relationship marketing dimensions are a marketing tool, communication
convergence, and power to influence. The vital part of the research is to produce new theories and dimensions of variables of network relationship marketing strategy for
MSMEs. Indeed, this research revealed that network relationship marketing practices
help MSMEs to manage competitive nature in a dynamic environment. This study
adapted the network relationship marketing strategy as an intangible resource to take
advantage of MSMSS MSMEs. The finding of the research represented and generalised
to the MSMEs in the developing countries.