Hill, Jimmy and Wright, Len Tiu (2001) A qualitative research agenda for small to medium‐sized enterprises. Marketing Intelligence & Planning, 19 (6). pp. 432-443. ISSN 0263-4503Full text not available from this repository.
Considers an area of growing importance in marketing research. Small to medium-sized enterprises (SMEs) are continuing to play an increasing role in the development of western economies. Puts forward the argument that existing approaches to conducting marketing research in SMEs are rooted in the big firm mindset and, therefore, in positivist thinking, tending to focus mainly on survey methods. Examines the various orientations that predominate in and shape the SME context. Develops a research position with a syncretised qualitative research methodology outlined and applied to a research project carried out by one of the authors into 57 small firms in the UK. All of the
orientations of the SMEs appeared rooted, to a large extent, in one or more highly influential individuals who fashion the culture and direction of these firms. Argues for an approach to research in SMEs that recognises the various influencing orientations including the impact on marketing research and the role of the entrepreneurial individual.
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > Small Business Sector|
|Divisions:||School of Business > Staff Research and Publications|
|Depositing User:||CAOIMHE NI MHAICIN|
|Date Deposited:||08 Oct 2014 12:18|
|Last Modified:||08 Oct 2014 12:18|
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