A CRITICAL REVIEW OF THE EFFECT OF MARKETING INNOVATION ON SMALL MEDIUM ENTERPRISES PERFORMANCE

Abstract

The main objective of this study is to critically review past studies on the effect of marketing innovation and SMEs performance. This paper attempts to summarize the findings from various studies regarding innovations in marketing, both in the body of knowledge and in practice by marketers and industry players. The researchers were able to review about 40 articles related to the topic of discussion (marketing innovation). Marketing innovation from the theoretical perspective offers massive benefits and opportunities for all enterprises who have adopted it, including SMEs. Many of the past studies confirmed that marketing innovation positively impact on SMEs performance.