Examines how small firms can maximise service quality to determine a competitive marketing advantage for their enterprise. Demonstrates how there is little in the conventional service quality literature to guide the small firm and that current models of service quality are most relevant to...

Outlines a qualitative methodology for researching in entrepreneurial small firms and through an application of this methodology to a group of five entrepreneurs, illustrates its appropriateness in explaining how such firms manage and develop their personal contact networks over the life cycle...

Demonstrates how a single case study/action science methodology was applied by the researchers in assisting the lead entrepreneur and management team in a small firm to develop marketing planning competencies, thereby ensuring company growth and hopefully survival. The research illustrates how...