CAN SMALL AND MEDIUM ENTERPRISES WIN THE BATTLE FOR INNOVATION?
CAN SMALL AND MEDIUM ENTERPRISES WIN THE BATTLE FOR INNOVATION?

Summary/Abstract: SMEs should be well-advised to shift their creative efforts from products to processes, asking hemselves constantly the question: ‘‘how can we do things differently, better, more effectively, or more efficiently? ’’This is particularly indicated in services marketing where rapid adaptation and flexibility are even more valuable than in the marketing of tangible products. Value creation, customer satisfaction, customer loyalty, and customer retention are not the exclusive responsibility of marketing. Everybody in the company should enter into a partnership in order to achieve a partnership between the company and the customer. This is especially true in the services industry were personal contact is the essence of the business.

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