The Marketing/ Small Enterprise Paradox: A Research Agenda
指出营销学科对小企业关注不足，讨论了将小企业纳入营销战略研究的必要性，并提出一系列具体命题以指导初步研究。
Charles H. Davis is Assistant Professor of Marketing at the Citadel, USA. Dr. Davis is actively involved in various small business research efforts. Gerald E. Hills is Professor of Marketing and holder of the Denton Thorne Chair in Small Business Enterprise at the University of Illinois at Chicago. His research efforts have focused on new venture creation issues. Raymond W. LaForge is Associate Professor of Marketing at Oklahoma State University. Dr. LaForge has concentrated his attention toward investigating marketing strategy differences between small and large firms. Research during the past decade has documented the important role of smaller firms in American society. Yet those in the marketing discipline have devoted little attention to the size of enterprise in various strategic marketing situations. The need to include small firms in marketing strategy research projects is discussed, and a number of specific propositions to guide initial small enterprise marketing strategy research efforts are presented. The paper concludes with a discussion of problems and approaches relevant to performing small firm marketing strategy research.