Dissertation Writing Help - Between Marketing and Creativity Tools, Which are the Most Suitable for Maltese SME?

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The importance of Small and Medium Sized Enterprises (SME) in commercial and social structures is widely recognised. In an era characterised by Globalisation where defending competitive advantage, ensuring product quality and saleability to the market and ensuring the financial survival and sustainability of an activity is becoming increasingly complicated, tools and methods to sustain these efforts are sought more than ever before, particularly by SME. Of such tools, conventional marketing science, whilst being undoubtedly of fundamental importance is of limited use to resource constrained SME due to its rigid and linear-processes. Entrepreneurial marketing that is an area branching off conventional theory into a distinct subject, seeks to address these limitations.

A common denominator of these two interpretations of marketing is the relevance of creativity within - whilst it has a peripheral role in conventional marketing, it is a fundamental construct for entrepreneurial marketing. Moreover, independently of its application to marketing the relevance of creativity, may be rightly considered as a fundamental and universal tool for any SME organisation. Taking this consideration further, the author believes that creativity should be considered as "the" fundamental business tool for SME owners/ managers. This dissertation sought to understand, where between the application of marketing tools or creativity tools, it is better to place more emphasis in an effort to increase the success possibilities of Maltese SME. From the research conducted, it transpires that Maltese SME owners unconsciously apply marketing practices that reflect the limited resources that characterise such organisations. This is indirectly confirmed by their high perception of their own creativity, which is fundamental to the application of entrepreneurial marketing. This finding should suggest a rethink of the business tools training offered so far by public and private institutions in an effort to enhance SME potential for success.