Push Marketing framework for MSME's towards decent work and economic growth / Amanda Jane C. Menta

Dissertation

College of Industrial Education Doctor of Philosophy in Technology Management Technological University of the Philippines 2023

The Micro, Small, and Medium Enterprises in the Philippines used A digital platform in maintaining their business profit and reaching their target customers. In this reality, the utilization of technology in terms of push marketing plays a very vital role in identifying the right application and management that allows enterprises to maximize the appropriate solutions. The digital marketing industry should transform technology advancement as a tool to help streamline the process of business and use strategic methods in executing marketing activities. The main purpose of this study is to provide a practical understanding of the most viable technological methods by pointing out the most effective use of the push marketing framework in promoting business that will result in economic growth and more work opportunities. The research design used in this study is a mixed methodology to determine the different factors and practices associated with the push marketing of MSMEs. The descriptive method of research was applied with the questionnaires as the main data-gathering instrument in creating the technology management framework applicable to MSMEs.
It was found that MSME's main strategic approaches are technical, environmental, risk management, socio-economic, and operational factors as the key drivers in designing a push marketing plan and roadmap that will improve the performance of the marketing activities. Additionally, although MSMEs have the same enterprise activities, they differ in their approaches to marketing engagement. The Microenterprise needs a flexible framework that requires a policy formulation of push marketing that will specifically support the operation and access to the market than SMEs. This study revealed that technology management emerged as a response to the need to organize the technological factor in a strategic sense such as formal management of technology, development of functional capacities, and practices constituting the technological heritage, linkages, and knowledge safeguards. Furthermore, MSMEs need technological information and adequate training capabilities in corresponds with the push marketing framework and roadmap that will serve as the most viable technological solutions for MSMEs toward decent work and economic growth. -Author's Abstract.