To Indentify Performance Measurement Priorities And Associated Decision-Making Scenarios In The Sme
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.
Volume (Year): 1 (2009)
Issue (Month): 2 (October) ()
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