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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
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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


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.