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How do SMEs attract new Customers to Sustain Future Business growth? : An exploratory study into acquisition practices of small companies

Klaassen, T.J.H. (2016) How do SMEs attract new Customers to Sustain Future Business growth? : An exploratory study into acquisition practices of small companies.

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Abstract:Attracting new customers is important for SMEs to sustain future business growth. The purpose of this study is to examine how SMEs engage in attracting new customers, and by which practices, in the assumption that the majority of SMEs face resource constrains. Because it was unknown what SMEs do to attract new customers, an exploratory research was conducted. The sample consisted of 13 small and medium sized digital marketing agencies. All 13 agencies are active in the business-to-business market. They were asked to be clear on their way of attracting new customers. Two different types of research were executed. First, a multiple case study was conducted. 12 digital marketing SMEs participated in the semi-structured face-to-face interviews. The interviews were conducted to understand patterns in the acquisition practices. Secondly, we conducted an ethnographic study to understand the dynamics and the lived experience of acquiring customers. This has led to a more in-depth understanding of customer acquisition at SMEs. Because attracting customers is very important for long term profitability, SMEs should consider the application of the acquisition practices which are identified by this research.
Item Type:Essay (Master)
Clients:
Green Orange, Oldenzaal, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/69515
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