Abstract:
Small and Medium Enterprises (SMEs) have been facing huge competition from
national and international firms. At the same time, they need to innovate all the
systems to sustain in the competitive market. SME’s have a severe need to develop
proper and appropriate competencies for marketing to face the challenges. This
study explores the factors of competency marketing for the SME sector in Sri Lanka.
A mixed-methods approach is adopted for this study. The population of the study is
the SMEs in Northern Province. Initially, twenty-five SMEs were selected for this
research study using snowball sampling. In-depth discussions were conducted with
the interviewees. The thematic analysis method was conducted to identify the
competencies of SMEs. Nineteen factors were identified by using thematic analysis,
and it was categorized into six dimensions as knowledge itself, accumulated
knowledge, communication competency, judgmental competence, joint innovation
competence and absorption competence. Under the quantitative method, the
questionnaire was developed to identify the dimensions of competency marketing.
436 questionnaires were received back out of 450. The study revealed four
dimensions of loading structures of competence marketing, viz experiential
knowledge, joint innovation competence, absorption competence, and judgmental
competence. Experiential knowledge competence contributes high, whereas
judgmental competence contributes low in order to SMEs on marketing
competencies. SME owners need to consider accomplishments, capabilities,
interactions, two-way communications, and qualifications. Joint innovation
competence should focus more on the new production process and new product
process. Adoption of new technology in the current changing world is more
important for every SMEs. Ever-changing business atmosphere will trigger the
business to focus more on judgmental competency.
