In reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. This is perhaps due to the propensity to apply quantitative approaches in an attempt to establish the credibility of a relatively...

This article considers that one way to help the small‐ and medium‐sized enterprise (SME) to survive is to offer it a robust but simple monitoring and control technique that would help it manage the business effectively and this, in turn, should help to increase its chances of survival. This...