Institution: University of Ottawa
Category: Telfer School of Management
How can Small and Medium-sized Enterprises (SMEs) compete with large businesses? How can family firms and entrepreneurs compete with corporations? Entrepreneurial marketing is the answer. This interactive course showcases how smaller firms can act entrepreneurially to turn their limited marketing resources into competitive performance. Entrepreneurial marketing behaviours such as digitalisation, coopetition, and internationalisation, can help small firms create value through proactiveness, risk-taking, and innovativeness. As a result, entrepreneurial marketing can help more than 1 million SMEs in Canada reduce costs through digitalisation, gain resources through coopetition, increase performance through internationalisation, and much more. Who says SMEs can’t compete with corporations?