Developing a management model for sustainable SMEs marketing alliances

Purpose – This paper has two main aims: the first is to explore the development process of marketing networks, which are much less studied than R&D networks; the second is to identify those organizational and managerial factors that are supposed to have an influence on the success of a SMEs marketing network, given that the phenomenon has attracted much attention, but a high percentage of networks still fail. This allows to design a model for the sustainability of SMEs marketing networks. Design/methodology/approach – To address the aim of the paper, a qualitative approach based on multiple case studies was used. Four SMEs marketing networks having a different level of success were selected so as to have a base of comparison. The analysis of cases is based on a framework of analysis developed on the grounds of the literature review, which represents the guide for the within- and cross-case analysis and the basis for the design of the final management model. Originality/value – The study makes a noteworthy academic contribution to theory concerning marketing networks, since it allows to design a management model representing the development process of SME marketing networks, encompassing organizational and managerial factors involved in the process, as well as elements of contingency. Moreover, this study lays the grounds for future research in this field and gives rise to a new stream of research considering the specific role played by knowledge in networks. Practical implications – This study provides managers with a model for the development and management of SMEs marketing networks and a series of guidelines for success. The most relevant recommendation is that an network needs to be managed, and to this purpose specific network-related skills and know-how are required. Moreover, the paper contains insights relevant also for public policy. Indeed, high investment in order to foster collaboration need to be sustained by strong campaign of awareness of these topics.