The Impact of Strategic Marketing on SMEs in the Post Crisis Economical Environment

Simone Pitera

Student thesis: Master thesis

Abstract

This paper aims at understanding the role that the implementation of new marketing strategies by European SMEs as a reaction to the 2008- 2011 crisis had in enabling these firms to successfully manage and exit this difficult economic conjuncture.
We will devote the first two chapters to a theoretical analysis of the main causes and events that characterized the 2007-2008 economic crisis as well as the subsequent period of stagnation, which culminated in the EU sovereign crisis and officially ended in 2011. We will also analyze the overall impact that the crisis had on SMEs both in the short and in the long run, and we will observe the marketing-related strategies available for these companies in order to counteract the negative repercussions of this negative economic conjuncture.
On the grounds of this theoretical discussion we will then conduct an empirical research in order to assess the role that the adoption of new marketing strategies played for European SMEs in making them successfully exit the crisis. We will try to assess whether there is a positive correlation between the implementation of new marketing strategies by EU SMEs on one side, and the ability of the latter ones to exit the crisis on the other side.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2016
Number of pages108