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Marketing practices in the UK small business sector

Marketing practices in the UK small business sector In the UK, some 95 per cent of firms are considered small businesses. Although there is a general agreement in the literature that a market oriented firm is one in which all employees are committed to the continuous creation of superior value for the customer, what is not clear is whether the market orientation concept is appreciated by the small business owner. A postal survey is conducted among owner-managers aimed at assessing marketing practices within the UK small business sector. The results identify three key strategies (management/staff relationship, profitability and changing markets) employed by owner-managers. Conclusions, managerial implications and future research directions are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Marketing practices in the UK small business sector

Marketing Intelligence & Planning , Volume 20 (1): 13 – Feb 1, 2002

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References (38)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500210414774
Publisher site
See Article on Publisher Site

Abstract

In the UK, some 95 per cent of firms are considered small businesses. Although there is a general agreement in the literature that a market oriented firm is one in which all employees are committed to the continuous creation of superior value for the customer, what is not clear is whether the market orientation concept is appreciated by the small business owner. A postal survey is conducted among owner-managers aimed at assessing marketing practices within the UK small business sector. The results identify three key strategies (management/staff relationship, profitability and changing markets) employed by owner-managers. Conclusions, managerial implications and future research directions are discussed.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Feb 1, 2002

Keywords: Marketing; Small firms; United Kingdom

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