Affiliations: [a] Department of Business Administration, China University of Science and Technology, Taiwan, R.O.C. | [b] Department of International Business and Marketing, China University of Science and Technology, Taiwan, R.O.C.
Correspondence:
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Corresponding author: Chin-Nung Liao, Department of Business Administration, China University of Science and Technology, No. 245, Sec. 3, Academia Rd., Nankang, Taipei, 115 Taiwan, R.O.C. Tel.: +886 2 27821862 # 214; Fax: +886 2 27864984; E-mails: lliao@cc.cust.edu.tw; g1962@cc.cust.edu.tw (J.Y. Hung); hsinkao@cc.cust.edu.tw (H. Kao); momo1965@cc.cust.edu.tw (C.J. Wu).
Abstract: Small and medium enterprises (SMEs) play an important role in the technology innovation and economic development of most countries all over the world. This paper develops a marketing strategy model for MEs under resources and capabilities point of view. The contribution of this paper is to introduce conceptual of marketing strategy including cost-leadership, focus cost-leadership, cost-leadership and differentiation, differentiation, and focus differentiation can help the MEs' owners/managers to reach business goals. Recommendations are offered regarding the relevance of this research for MEs managements and suggestions are provided for future research in this area.
Keywords: Micro-enterprises, marketing strategies, resources and capabilities, small and medium enterprise
