Organizing a marketing function in SME in Kosovo

AuthorFatos Ukaj
PositionUniversity 'Hasan Pristina', Kosovo
Pages219-224
ISSN 2410-3918
Acces online at www.iipccl.org
219
IIPCCL Publishing, Tirana-Albania
Academic Journal of Business, Administration, Law and Social Sciences Vol. 2 No. 1
March 2016
Organizing a marketing function in SME in Kosovo
Prof. dr. Fatos Ukaj
University “Hasan Pristina”, Kosovo
Abstract
Due to structural differences amongst the large enterprises as well as, small and medium
enterprises, from different authors and marketing specialists it has been observed that
marketing applied to SMEs should be adapted, especially in marketing mix. In Kosovo, the
number of SMEs is also high and in the past period were made institutional efforts in order to
support these enterprises by developing a wide range of measures and activities to help their
development, with the aim of increasing employment in the country and economic
development. In this paper we will address the disparities between SMEs and other enterprises
that affect the application of marketing different from the traditional. Development of SMEs
is undergoing an analysis through life cycles of the enterprise, but it also can be found simply
in any stage such as that of growth, stagnation or fall, and this dictates the application of
appropriate marketing mix that responds to the market movements. Based on the research
done, it appears that there are more limiting factors for the application of marketing to these
companies, such as poor acquaintances of the owners/managers for marketing. This made it
necessary to find some innovative methods and modes of marketing actions on SMEs, which
is a task that should be learned and adopted from their managers. It is normal that a model
could be applied if we recognize the needs of consumers and the market, this making it possible
to create a field for a specific marketing application also to SMEs in Kosovo.
Keywords: SME, marketing, consumers, market, competition.
Introducing
Nowadays in Europe as well as in the countries in the region, SME development in
Kosovo is a permanent development phase and it constitutes the main force for
economic development, oppositely from the strategies before the 80’, when large
enterprises were treated as the main factor of economic development. The problem
occurs in the power enterprises due to lack of the financial and other resources for a
further development of their products and services. Many authors dealing with studies
about the issue of Relationship marketing and SMEs, came to the conclusion that the
similarities between the theory of entrepreneurship and relationship marketing are
very impressible, and it is difficult for them to make an important difference between,
entrepreneurial activity and relationship marketing (Zontanos & Anderson, 2004, 229).
The aim of this paper is to outline the development of marketing theory specifically
to Relations Marketing, and if there is a possibility of applying this framework to
small and medium enterprises. There are questions in the paper concerning the
distinctions between SMEs and large enterprises? Which is the difference amongst
the marketing applied to SMEs and large enterprises? The findings are that the
companies that oppose the changes in applying the marketing reduce their chances
for emerging. Enterprises need to fit to changes occurred in demand and offer of

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