This original and exciting new text examines the crucial role of innovation and entrepreneurship in achieving growth and ongoing success in the small business sector.

Strategy and Culture

Strategy and culture

Chapter Objectives

The aims of this chapter are to assist the reader to:

  • understand the strategic concept of mass marketing
  • examine the benefits of strategies based on a merger of marketing and RBV
  • review the evolution of small business theory
  • comprehend the benefits of using a niche-based marketing strategy
  • understand the importance of sustained innovation
  • examine the concept of company culture
  • review alternative company cultures and team orientated small businesses.

Conventional Wisdom

Mass Marketing

Most new management theories are based on research about successful real world practices, leading academics to identify an operational philosophy that has proved beneficial to a number of organisations. In the case of marketing management, early theoretical foundations were based on studies of major consumer goods companies such as Procter & Gamble and Unilever in the decades ...

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