dc.description.abstract |
Small and Medium Enterprises (SMEs) play a prominent role in the growth and development
of a nation. Accordingly, this study intends to develop a scale to measure innovative marketing
strategy in MSMEs in Sri Lanka. In the first phase, a preliminary set of indicators were
identified from the innovative marketing literature and in-depth interviews were conducted
with 10 MSME owners to further evaluate the identified indicators. Additionally, two group
discussions and expert views of Marketing academics were also obtained to review the initial
set of indicators. The final scale which consisted of 17 items was tested by collecting data from
696 MSME owners from the Northern Province of Sri Lanka using the stratified sampling
method. An exploratory factor analysis was conducted to provide evidence of scale reliability
and validity. The results revealed that there are three dimensions of innovative marketing
strategy namely: marketing variables, unique proposition and integrated marketing. This paper
contributes to develop and validate a scale for innovative marketing strategy in MSMEs. |
en_US |