Marketing Capability Development in Micro Manufacturing Enterprises

Marketingcapability is defined as the ability of an organization to understand andfulfil customers’ needs at the right time, right place and right cost. Marketingcapability is essential for sustainable business performance. Many microenterprises do not have any marketing strategy and/or have limited marketingactivities. A conceptual framework is developed with a view to develop themarketing capability of micro manufacturing enterprises in this research. Inthis study, four micro manufacturing enterprises were observed over a year.Action research methodology was adopted to test effectiveness of interventions.Some interventions and capabilities were found to be related with marketingcapability in micro manufacturing enterprises. Findings showed that empowerment,operational excellence, strategy development and implementation, and collaborationcapabilities could enhance marketing capability in micro manufacturingenterprises.