An interesting subject with meaningful deliverables

This project is particularly interesting because it is dealing with two specific topics that are not exclusive of each other, however rarely discussed together:

• SME's business strategy
• Good practices for online marketing

There is a wealth of academic articles and books discussing SME strategy, and within the past 5 years there have been a notable number of academic articles specifically discussing SME's strategy in the online context (Houghton & Winklhofer 2002; AlonsoMendo & Fitzgerald 2005; Beckinsale & M. Levy 2004; Murphy, Celuch, & KCallaway 2007; Bruce 2006; Daniel, Wilson, & Myers 2002; New Age Media  2007; Tiu Wright, Ul-Haq, & Oktemgil 2006; Tetteh & Burn 2001). The weakness of the majority of these articles however is that they are somewhat superficial, as they fail to truly consider the specific opportunities that exist in online marketing.

I will review the current academic literature relating to SME business strategy and apply it practically to the opportunities that exist in online marketing today. Through case studies and interviews with practitioners I hope to gain insight into the problems that SMEs are facing, and through research, create frameworks and guides that SMEs can use in developing and evaluating their online strategies.

As a result, my hope is that this project will fuse together the academic literature relating to strategy and the latest opportunities in online marketing to create fundamental tools relevant useful to SMEs.

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