TO INDENTIFY PERFORMANCE MEASUREMENT PRIORITIES AND ASSOCIATED DECISION-MAKING SCENARIOS IN THE SME

Andrew Lynch and Cathal Wilson

Journal of Academic Research in Economics, 2009, vol. 1, issue 2 (October), 141-154

Abstract: The purpose of this paper is to outline a framework, whereby academic and small to medium sized enterprise owner-managers can interact and learn more from each other in an environment of mutual collaboration. This paper outlines a methodology, which identifies a set of critical performance measures, common to SMEs, and thus allows the marcheting function to be put in context within thr owerall organisational priorities.Decision-making scenarios, it can be argued are the only practical means by which one can influence or achieve a performance measure target. The outlined methodology olso identifies the decision scenarios, which are significant to each of these critical performance measures and their relative impact on marketing performance measures.

Keywords: Methodology; Smal and Medium Enterprise (SME); Performance Measures; Decision-making scenarios; Marketing Priority (search for similar items in EconPapers)
JEL-codes: B41 C81 (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:shc:jaresh:v:1:y:2009:i:2:p:141-154

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