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To Indentify Performance Measurement Priorities And Associated Decision-Making Scenarios In The Sme


  • Andrew Lynch
  • Cathal Wilson


The purpose of this paper is to outline a framework, whereby academic and small to medium sized enterprise owner-managers can interact and learn more from each other in an environment of mutual collaboration. This paper outlines a methodology, which identifies a set of critical performance measures, common to SMEs, and thus allows the marcheting function to be put in context within thr owerall organisational priorities.Decision-making scenarios, it can be argued are the only practical means by which one can influence or achieve a performance measure target. The outlined methodology olso identifies the decision scenarios, which are significant to each of these critical performance measures and their relative impact on marketing performance measures.

Suggested Citation

  • Andrew Lynch & Cathal Wilson, 2009. "To Indentify Performance Measurement Priorities And Associated Decision-Making Scenarios In The Sme," Journal of Academic Research in Economics, Spiru Haret University, Faculty of Accounting and Financial Management Constanta, vol. 1(2 (Octobe), pages 141-154.
  • Handle: RePEc:shc:jaresh:v:1:y:2009:i:2:p:141-154

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    Methodology; Smal and Medium Enterprise (SME); Performance Measures; Decision-making scenarios; Marketing Priority;

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • B41 - Schools of Economic Thought and Methodology - - Economic Methodology - - - Economic Methodology


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