Promoting SMEs in Pacific Island Countries Through Effective Marketing Strategies: A Systematic Literature Review and a Future Research Agenda

Nirma Sadamali Jayawardena, Jack Boe, Angeline Rohoia and Parmendra Sharma
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Nirma Sadamali Jayawardena: Griffith University, Australia
Jack Boe: Central Bank of Solomon Islands, Solomon Islands
Angeline Rohoia: Central Bank of Solomon Islands, Solomon Islands
Parmendra Sharma: Griffith University, Australia

Journal of Electronic Commerce in Organizations (JECO), 2022, vol. 20, issue 2, 1-24

Abstract: This study provides the first systematic review of the different marketing strategies used for promoting SMEs in Pacific Island Countries (PICs). Literature published in high-ranked management journals was reviewed in this area using PRISMA guidelines published between 2000 to 2020. The study identifies three major marketing communication strategies useful for SMEs in the PICs: digital marketing strategies, market orientation strategies and experience based marketing strategies. Further, this study includes a detailed future research agenda under these three major themes. The digital marketing strategies are divided further into social media marketing strategies, blogs, and company websites. Market orientation strategies were categorised as the role of infrastructure development and the role of innovation. The experience-based marketing is another marketing strategy to attract customers (Nair & Chelliah, 2012a). For example, it is identified through the literature that PICs can focus more on cultural festivals and cruise ship markets.

Date: 2022
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