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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Exploring Marketing Strategies in Small Businesses
Author(s): Julia Cronin-Gilmore
Citation: Julia Cronin-Gilmore, (2012) "Exploring Marketing Strategies in Small Businesses," Vol. 6, Iss. 1, pp. 96 - 107
Article Type: Research paper
Publisher: North American Business Press
Abstract:
According to the Small Business Administration, there are approximately 23 million small businesses in
the United States. Over 86% of businesses have no more than 20 employees, although the total number of
people employed is approximately one-fourth of the entire United States workforce. Nearly 50% of all
small businesses close within the first five years. The purpose of this qualitative case study was to
understand the decisions and actions a small business owner takes when pursuing marketing strategy.
Five findings emerged from the in-depth interviews: marketing, formulating strategy, strengths, values,
and needs.
