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Canadian Excellence

Hugh Munro




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Hugh Munro

An investigation of marketing practice by firm size (ABSTRACT)


Munro, H., Coviello, N., & Brodie, R.

published: 2000 | Research publication | Refereed Journals - Marketing

Munro, H., Coviello, N., & Brodie, R. (2000). "An investigation of marketing practice by firm size". Journal of Business Venturing, 15 (5,6), 523.



ABSTRACT:  This research investigates the contemporary marketing practices of both smaller and larger firms in an effort to understand if marketing does in fact differ by firm size. Using data from 302 firms in Canada and New Zealand, 3 hypotheses are examined. The results indicate that smaller firms differ in their approach to market planning and performance measurement. However, overall patterns of marketing practice are similar across firm size, and both transactional and relational marketing are practiced. Theoretical, practical, and research implications are discussed.

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revised Feb 2/05

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