外文翻译--中小企业战略网络营销技术（节选）

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1、2100单词， 12500英文字符， 3400汉字 文献出处： Jones R, Suoranta M, Rowley J. Strategic network marketing in technology SMEs J. Journal of Marketing Management, 2013, 29(5-6): 671-69. http:/w ww.w 原文 Strategic network marketing in technology SMEs Rosalind Jones, Mari Suoranta, Jennifer Rowley Abstract This study

2、seeks to explore strategic networks from an entrepreneurial marketing and value creation perspective in the business-to-business (B2B) context to ascertain the value generated by strategic groups of network actors. This area has received little research investigation, despite the importance of netwo

3、rk marketing in small-to-medium-sized enterprises (SMEs). The Strategic Network Marketing Model (SNMM) is generated from the study which presents a typology of six network types, together with their associated value creation opportunities. Both the typology and the focus on opportunities generated b

4、y the network types are novel. Qualitative interviews were conducted in 12 software SMEs located in two technology clusters in the UK and United States. Thematic analysis of the interview data uncovered use of six strategic networks; firms use intra-firm, social, customer, business, innovation, and

5、marketing and sales networks to leverage additional resources that create value for the firm. Interviewees comments provide evidence of the processes and value creation associated with each of the networks. This typology of network types are summarised in the SNMM. Implications for practice, theory,

6、 and further research are proposed. Keywords: networks; relationships; innovation; entrepreneurial marketing; business-to-business; value creation; technology SMEs Introduction This paper responds to the need for enhanced understanding of the value of networks in marketing in small-to-medium-sized enterprises (SMEs) in business-to-business (B2B) contexts. Networks, in the form of, for example, social networks and supply-chain or business networks are wi