A Pattern for Typology of Product Strategies in SMEs

Each Functional strategy should be coherent with other strategies and firm’s competitive competency; it would result to make a synergy in corporation. Therefore, decisions of product as one elements of marketing mix in the fitting whit marketing strategies would be important. Previous researchers have suggested various product strategies and their reasons for choosing these strategies. But, only few authors take product typologies into consideration. On the other hand, the role of SMEs in the country's economic growth and the expansion of e-commerce in all aspects of the economic, the necessity of effective selection of product strategies should be consider over the past. Hence, this study examines different product strategies and typologies and then introduces a typology in e-small and medium sized enterprises in Iran (E-SMEs). First of all, we review literature in order to present a typology of product strategies is based on the strategic reference points. For this purpose, 400 small and medium e-businesses were studied in Iran. Then, for analyzing and testing the hypothesis that posed in this study, we are using the software of SPSS 16 and LISREL 8.5. Our results show that strategic reference points of focus and control are effective factors to choice of product strategies.