Abstract:
The purpose of this study is to examine the effect of competitive and green marketing
strategy on development of SME in Jaffna district by surveying 302SMEs in Jaffna
district. Resource advantage theory of competitions is underpinned to link the
marketing strategy and performance development of SMEs. Llittle researches were
undertaken into the competitive marketing strategy and green marketing strategy in
SMEs in the post war context. The influences of these marketing strategy on the
performance of SME is nebulous in the post ear context. Data were collected by using
questionnaires from owners of SMEs. Simple random sampling method was applied to
select samples for this study. Structural equation method (SEM) was utilized to
identify the effect of marketing strategy on the development of SMEs .The findings
revealed that competitive marketing strategy significantly influenced on the financial
development, customer development and SME development and not significantly
influenced on the employee development. Regarding green marketing strategy, it
significantly influenced on customer development and employee development not
significantly influenced on the financial and SME development. This research
suggested that entrepreneurs need to apply these two strategies for the development of
SMEs.
