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Issues Which Impact Upon Marketing in the Small Firm

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  • Mc Cartan-Quinn, Danielle
  • Carson, David

Abstract

Defining the small firm is somewhat arbitrary as criteria used to classify entities as such include size, number of employees, sales volume, asset size, type of customer, capital requirements and market share. There is, however, general agreement that smallness and newness create specific difficulties for business. Furthermore, there is widespread acceptance of the notion that small firms typically possess certain characteristics, which serve to differentiate them from larger organisations. These characteristics include inherent weaknesses with respect to capitalisation and marketing awareness and practice. Small firms are perceived as vulnerable yet valuable entities, important both economically and socially. High failure rates of small firms are largely attributed to weaknesses in financial management and marketing. Many classical management concepts are unsuitable for application in a small firm context, with research suggesting non-implementation of theoretically based marketing practice is the rule rather than the exception in the small firm. This paper reviews issues pertaining to marketing practice in the small firm. It examines the absence of agreed definitions of "the small firm" and "success" or "failure" of such entities, offers definitions for these terms, acknowledges the importance of small firms to the economy, reviews small firm characteristics, acknowledges inherent weaknesses with regard to finance and marketing in small firms, reviews marketing practice in the context of small firm characteristics, and considers the roles of marketing educators and owner/managers in improving small firm's marketing practice. Copyright 2003 by Kluwer Academic Publishers

Suggested Citation

  • Mc Cartan-Quinn, Danielle & Carson, David, 2003. "Issues Which Impact Upon Marketing in the Small Firm," Small Business Economics, Springer, vol. 21(2), pages 201-213, September.
  • Handle: RePEc:kap:sbusec:v:21:y:2003:i:2:p:201-13
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    Citations

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    Cited by:

    1. Staniewski, Marcin W., 2016. "The contribution of business experience and knowledge to successful entrepreneurship," Journal of Business Research, Elsevier, vol. 69(11), pages 5147-5152.
    2. Petra Andries & Koenraad Debackere, 2007. "Adaptation and Performance in New Businesses: Understanding the Moderating Effects of Independence and Industry," Small Business Economics, Springer, vol. 29(1), pages 81-99, June.
    3. repec:eee:touman:v:49:y:2015:i:c:p:109-118 is not listed on IDEAS
    4. Akyuz, Kadri Cemil & Akyuz, Ilker & SerIn, Hasan & Cindik, Hicabi, 2006. "The financing preferences and capital structure of micro, small and medium sized firm owners in forest products industry in Turkey," Forest Policy and Economics, Elsevier, vol. 8(3), pages 301-311, April.
    5. Dimitratos, Pavlos & Plakoyiannaki, Emmanuella & Pitsoulaki, Antigoni & Tüselmann, Heinz Josef, 2010. "The global smaller firm in international entrepreneurship," International Business Review, Elsevier, vol. 19(6), pages 589-606, December.
    6. Sdrolias L. & Sirakoulis K. & Trivellas P. & Poulios T., 2005. "APPLICABILITY OF PROJECT MANAGEMENT TECHNIQUES IN SMEs: EVIDENCE FROM GREECE," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    7. Banterle, Alessandro & Carraresi, Laura & Cavaliere, Alessia, 2011. "Price Setting in Food SMEs: Which Role for Marketing Capability? An Empirical Analysis in Italy," 2011 International European Forum, February 14-18, 2011, Innsbruck-Igls, Austria 122000, International European Forum on Innovation and System Dynamics in Food Networks.
    8. Harold Fried & Loren Tauer, 2015. "An entrepreneur performance index," Journal of Productivity Analysis, Springer, vol. 44(1), pages 69-77, August.
    9. Carmela Tuccillo & Alfonso Siano, 2014. "Il marketing e la comunicazione nelle piccole e medie imprese: uno studio comparativo tra imprese italiane ed inglesi," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2014(2), pages 103-127.
    10. Celestine Katongole & John C. Munene & Muhammed Ngoma & Samuel Dawa & Arthur Sserwanga, 2015. "Entrepreneur’s Intrapersonal Resources and Enterprise Success among Micro and Small Scale Women Entrepreneurs," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 23(04), pages 405-447, December.

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