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MARKETING STRATEGIES OF SMES AND PERFORMANCE EMPIRICAL EVIDENCE FROM PHARMACEUTICAL SECTOR OF KHYBER PAKHTUNKHWA

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20 Pages : 151-157

http://dx.doi.org/10.31703/gssr.2019(IV-II).20      10.31703/gssr.2019(IV-II).20      Published : Jun 2019

Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa

Abstract

    The study finds the effects of marketing strategies on the SME performance. Further, it explores the marketing strategies adopted by the pharmaceutical companies in various industrial sectors of KP. The Industrial Estate Hayatabad, Industrial Estate Hattar and Industrial Estate Gadoon were taken as sample areas for the selection of firms. Data was collected from 300 pharmaceutical firms in these Industrial Estates. Closedended questionnaire was used to collect data. The segmentation strategy, differentiation strategy, cost leadership strategy i.e. porter generic strategies were analyzed. The study used the correlation and regression model. Results reveal the cost leadership, differentiation strategy, segmentation have positive relationship with the firm performance. The findings also show that the cost leadership and differentiation strategy have significant effect while the segmentation strategy has insignificant effect on the performance of a firm.

    (1) Mian Daud Nazim
    PhD. Scholar,Department of Management Sciences, Qurtuba University of Science and IT, Peshawar, KP, Pakistan.
    (2) Saima Batool
    Associate Professor, Department of Management Sciences, Qurtuba University of Science and IT, Peshawar, KP, Pakistan.
    (3) Saima Urooge
    Assistant Professor, Department of Economics, Islamia College University, Peshawar, KP, Pakistan.
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Cite this article

APA

    APA : Nazim, M. D., Batool, S., & Urooge, S. (2019). Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa. Global Social Sciences Review, IV(II), 151-157. https://doi.org/10.31703/gssr.2019(IV-II).20

CHICAGO

    CHICAGO : Nazim, Mian Daud, Saima Batool, and Saima Urooge. 2019. "Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa." Global Social Sciences Review, IV (II): 151-157 doi: 10.31703/gssr.2019(IV-II).20

HARVARD

    HARVARD : NAZIM, M. D., BATOOL, S. & UROOGE, S. 2019. Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa. Global Social Sciences Review, IV, 151-157.

MHRA

    MHRA : Nazim, Mian Daud, Saima Batool, and Saima Urooge. 2019. "Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa." Global Social Sciences Review, IV: 151-157

MLA

    MLA : Nazim, Mian Daud, Saima Batool, and Saima Urooge. "Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa." Global Social Sciences Review, IV.II (2019): 151-157 Print.

OXFORD

    OXFORD : Nazim, Mian Daud, Batool, Saima, and Urooge, Saima (2019), "Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa", Global Social Sciences Review, IV (II), 151-157

TURABIAN

    TURABIAN : Nazim, Mian Daud, Saima Batool, and Saima Urooge. "Marketing Strategies of SMEs and Performance: Empirical Evidence from Pharmaceutical Sector of Khyber Pakhtunkhwa." Global Social Sciences Review IV, no. II (2019): 151-157. https://doi.org/10.31703/gssr.2019(IV-II).20