Abstract
Small business constitutes one of the strongest factors in developing a healthy economic environment for any state or country. Frequently, individuals with a strong spirit of entrepre-neurship and dedication risk everything to follow a dream of succeeding where others have failed or of entering a market where others have succeeded. This paper examines whether, in the small business environment, managers share common, fundamental marketing strategies that allow them to survive in a dynamic, competitive environment. Additionally, it examines whether their managerial skills and knowledge, related to basic marketing principles, are used in ways that help differentiation within their business group.
Recommended Citation
Santandreu, Juan; Shurden, Michael C.; and Smith, Stephanie C.
(2007)
"Marketing Orientation in a Dynamic Business Environment: The Case of Small Business,"
The Coastal Business Journal: Vol. 6:
No.
1, Article 1.
Available at:
https://digitalcommons.coastal.edu/cbj/vol6/iss1/1
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