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Empirical Evidence for a Relationship between Business Growth and the Use of Structured Marketing Information Amongst Food and Drink SME's

Cacciolatti, Luca and Fearne, Andrew (2011) Empirical Evidence for a Relationship between Business Growth and the Use of Structured Marketing Information Amongst Food and Drink SME's. Working paper. University of Kent, Canterbury, Canterbury (KAR id:29315)

Abstract

SMEs present peculiar characteristics that make their marketing distinctive from

marketing and therefore to business growth. SMEs marketing decision-making is

marketing information. This paper analyses the relationship between business

analysis was conducted using multivariate data analysis techniques, specifically PCA

SMEs. The logistic regression was significant for both a model (R2=0.18) using the

interaction terms. The hypothesised relationships on business growth probability

identified on the interaction amongst the predictors of growth (23% of correlations

generating SME growth in food and drink SMEs. However, SME characteristics

business growth. Better use of information by SMEs focused their marketing

formalised marketing information.

Item Type: Monograph (Working paper)
Additional information: Working Paper No. 243
Uncontrolled keywords: entrepreneurial marketing, food and drink SMEs, marketing information, logistic regression, multivariate data analysis
Subjects: H Social Sciences
H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Catherine Norman
Date Deposited: 23 Apr 2012 14:50 UTC
Last Modified: 29 May 2019 08:57 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/29315 (The current URI for this page, for reference purposes)
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