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A qualitative approach to developing small firm marketing planning competencies

Hill, Jimmy and McGowan, Pauric (1999) A qualitative approach to developing small firm marketing planning competencies. Qualitative Market Research: An International Journal, 2 (3). pp. 167-175. ISSN 1352-2752

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Abstract

Demonstrates how a single case study/action science methodology was applied by the researchers in assisting the lead entrepreneur and management team in a small firm to develop marketing planning competencies, thereby ensuring company growth and hopefully survival. The research illustrates how the acquisition of these skills enabled the client company to overcome a series of obstacles to strategic growth and thereby maintain a positive entrepreneurial effort.

Item Type: Article
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
Divisions: School of Business > Staff Research and Publications
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Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 08 Oct 2014 14:51
Last Modified: 08 Oct 2014 14:51
URI: http://trap.ncirl.ie/id/eprint/1636

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