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.
Santandreu, Juan; Shurden, Michael C.; and Smith, Stephanie C.
"Marketing Orientation in a Dynamic Business Environment: The Case of Small Business,"
The Coastal Business Journal: Vol. 6:
1, Article 1.
Available at: https://digitalcommons.coastal.edu/cbj/vol6/iss1/1
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