A Quantitative Investigation: Applying the 4P's of Marketing to Entrepreneurial Accounting and Tax Preparer Firms

Joe Putulowski (), Rick Ardito () and Robert Crosby ()
Additional contact information
Joe Putulowski: California Baptist University, Online and Professional Studies, United States of America
Rick Ardito: California Baptist University, Online and Professional Studies, United States of America
Robert Crosby: California Baptist University

Technium Social Sciences Journal, 2021, vol. 21, issue 1, 582-593

Abstract: Each year thousands of aspiring entrepreneurs begin the purist of a dream by starting their own business. However, more than half of the new startup business establishments will not make it to their first anniversary (U.S. Small Business Administration, 2016). This extraordinary high failure rate puts a tremendous burden on the entrepreneur, stakeholders, stockholders, and local communities. The purpose of this study was to utilize research to form a better understanding of how potential customers perceived tax and accounting services, the professionals that provide them, and their attitudes towards utilizing technology to deliver those services. Participants were 178 online college students (35.4% men, 64.6% women) ages 18 to 56 (M = 30.8, SD = 8.72) attending a midsized private Christian university in Southern California. Results provide support for entrepreneurs to adopt, in part, a differentiation strategy to effectively promote their firm, brand, and message.

Keywords: Marketing; 4P's; Marketing mix; quantitative research; entrepreneur; accounting; tax preparation services (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://techniumscience.com/index.php/socialsciences/article/view/3935/1431 (application/pdf)
https://techniumscience.com/index.php/socialsciences/article/view/3935 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:v:21:y:2021:i:1:p:582-593

Access Statistics for this article

Technium Social Sciences Journal is currently edited by Tasente Tanase

More articles in Technium Social Sciences Journal from Technium Science
Bibliographic data for series maintained by Tasente Tanase ( this e-mail address is bad, please contact ).