A qualitative approach to developing small firm marketing planning competencies
Jimmy Hill
(Jimmy Hill is a Lecturer in Marketing at the University of Ulster, Jordanstown, Newtonabbey, Northern Ireland, UK.)
Pauric McGowan
(Pauric McGowa is a Lecturer in the School of Management, at the University of Ulster, Jordanstown, Newtonabbey, Northern Ireland, UK.)
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Abstract
Demonstrates how a single case study/action science methodology was applied by the researchers in assisting the lead entrepreneur and management team in a small firm to develop marketing planning competencies, thereby ensuring company growth and hopefully survival. The research illustrates how the acquisition of these skills enabled the client company to overcome a series of obstacles to strategic growth and thereby maintain a positive entrepreneurial effort.
Keywords
Citation
Hill, J. and McGowan, P. (1999), "A qualitative approach to developing small firm marketing planning competencies", Qualitative Market Research, Vol. 2 No. 3, pp. 167-175. https://doi.org/10.1108/13522759910291662
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited