Despite the continuous growth of micro, small, medium enterprises (MSMEs) in the Philippines, ext... more Despite the continuous growth of micro, small, medium enterprises (MSMEs) in the Philippines, extant literature reveal that MSMEs suffer unsatisfactory firm performance as a result of poor strategic marketing decisions. Using el for strategic marketing decision process, we determined how MSME business owners make decisions through steps, methods, and contextual factors as variables. Adopting a qualitative case study research design, we conducted in-depth interviews at LMT Enterprises, a micro-firm based in Davao City, Philippines. Using descriptive analysis, we determined the similarities and differences in the process proposed by Jocumsen (2004) for small businesses. Our study revealed that a strategic marketing decision process exists at LMT Enterprises, with decisions involving large-scale investments such as innovations on processes and products; capability development for employees; and diversification decisions. Consistent with previous findings, decision-makers follow less-co...
Despite the continuous growth of micro, small, medium enterprises (MSMEs) in the Philippines, ext... more Despite the continuous growth of micro, small, medium enterprises (MSMEs) in the Philippines, extant literature reveal that MSMEs suffer unsatisfactory firm performance as a result of poor strategic marketing decisions. Using el for strategic marketing decision process, we determined how MSME business owners make decisions through steps, methods, and contextual factors as variables. Adopting a qualitative case study research design, we conducted in-depth interviews at LMT Enterprises, a micro-firm based in Davao City, Philippines. Using descriptive analysis, we determined the similarities and differences in the process proposed by Jocumsen (2004) for small businesses. Our study revealed that a strategic marketing decision process exists at LMT Enterprises, with decisions involving large-scale investments such as innovations on processes and products; capability development for employees; and diversification decisions. Consistent with previous findings, decision-makers follow less-co...
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Papers by Joyce Bait