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Business Owners’ Preferences in Marketing Practices and their Impact on Firm Performance

Author

Listed:
  • Ghouri, AM
  • Saleem, F
  • Malik, A

Abstract

This short paper is the extended part of Ghouri, et al. (2011) study. This paper presents the finding about the owners of restaurant and catering businesses marketing practices. This study showed their mindset about the marketing practices. The findings suggest that owners of restaurants and catering businesses practicing advertising and pricing better as compare to overall results of previous study Ghouri et al. (2011). As owner are the whole and soul of the business and can visualize the business and its activities from the top, so he/ she taking right decision regarding advertising and pricing activities of marketing. Overall marketing practices as perspective of owners are very influential on performance which indicated the owners’ will and believe about the marketing practices.

Suggested Citation

  • Ghouri, AM & Saleem, F & Malik, A, 2012. "Business Owners’ Preferences in Marketing Practices and their Impact on Firm Performance," MPRA Paper 42168, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:42168
    as

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    References listed on IDEAS

    as
    1. Thomas Hellmann & Manju Puri, 2002. "Venture Capital and the Professionalization of Start‐Up Firms: Empirical Evidence," Journal of Finance, American Finance Association, vol. 57(1), pages 169-197, February.
    2. Fried, Vance H. & Bruton, Garry D. & Hisrich, Robert D., 1998. "Strategy and the board of directors in venture capital-backed firms," Journal of Business Venturing, Elsevier, vol. 13(6), pages 493-503, November.
    3. Markus Fitza & Sharon F. Matusik & Elaine Mosakowski, 2009. "Do VCs matter? the importance of owners on performance variance in start‐up firms," Strategic Management Journal, Wiley Blackwell, vol. 30(4), pages 387-404, April.
    4. Almira CURRI-MEMETI, 2011. "Public Relations as Promotional Activity," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 0(11(564)), pages 21-26, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Owners Preferences; Marketing Practices; Firm Performance; SME;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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