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The Demonstration of a Methodology for Assessing SME Decision Making

The Demonstration of a Methodology for Assessing SME Decision Making This paper advocates the merits of a holistic qualitative research method and analysis as being the most penetrative method for determining the decision making process of SME owner‐managers. This holistic method is refined in use and illustrated in an example of assessing the processes and outcomes of SME decision making in respect of the “product” aspects of marketing activity. The methodology allows the range of important issues that may be expected to be inherent in how entrepreneur owner‐managers DO marketing to be identified; and to determine the quality of this decision making. This methodology could be used for other applications in a variety of marketing circumstances, and, indeed, a key feature of the methodology outlined in this paper is its flexibility and adaptability. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

The Demonstration of a Methodology for Assessing SME Decision Making

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715200080001542
Publisher site
See Article on Publisher Site

Abstract

This paper advocates the merits of a holistic qualitative research method and analysis as being the most penetrative method for determining the decision making process of SME owner‐managers. This holistic method is refined in use and illustrated in an example of assessing the processes and outcomes of SME decision making in respect of the “product” aspects of marketing activity. The methodology allows the range of important issues that may be expected to be inherent in how entrepreneur owner‐managers DO marketing to be identified; and to determine the quality of this decision making. This methodology could be used for other applications in a variety of marketing circumstances, and, indeed, a key feature of the methodology outlined in this paper is its flexibility and adaptability.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Jul 1, 2000

Keywords: Holistic qualitative research; Small to medium sized enterprises; Research; methodologies; Marketing decisions

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