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SMEs and marketing in the U.S.: preliminary, descrivtive findings
Örebro University, Swedish Business School at Örebro University.
National Federation for Independent Business, Washington DC..
2008 (English)Conference paper, Presentation (Refereed)
Abstract [en]

Knowledge generation regarding effective marketing management over the past fifty years has been based on the study established, mature, large firms. The purpose of this study was to quantitatively explore how marketing-related behaviors actually occur in SMEs. The data for the survey report were collected for the NFIB Research Foundation by the executive interviewing group of the Gallup Organization. We concluded that most small-business owners seem to have a good intellectual (although intuitive) business foundation on which to build an appropriate marketing strategy and a strong marketing plan. They value customers, seek repeat business to the extent possible, and postpone immediately profitability for long term growth yet the differences as compared to largecorporations. Most notable is less emphasis on systematic means of market evaluation.

Place, publisher, year, edition, pages
Chicago: UIC , 2008. 59-84 p.
Keyword [en]
Marketing, Entrepreneurship
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-5970OAI: oai:DiVA.org:oru-5970DiVA: diva2:214481
Available from: 2009-05-05 Created: 2009-03-09 Last updated: 2012-10-10Bibliographically approved

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Hultman, Claes M.
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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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