|dc.contributor.author||Pace, Julian Alfred||-|
|dc.description.abstract||The rationale for this study was the apparent difference between the marketing
planning practices of Scottish SME's and the marketing planning practices recommended by management theory.
The direction of this study was adaptedf rom two broad objectives: (i) To assess if ,
how, and why Scottish small and medium sized businesses go about strategic
marketing planning; and (ii) To ascertain whether business performance is affected by
participation in the marketing planning process.
To address the research issues raised regarding marketing planning practice and its
link with business performance, a conceptual framework that incorporated elements
of the traditional strategic marketing planning process model suggested by the
literature and also allowed for the marketing characteristics of SME's was developed.
The research design involved a longitudinal survey of 626 Scottish SME's in 1990
and 183 of the same businesses in 1996.
This study found that the incidence of marketing planning was significantly linked to business size supporting a number of authors who identify that business size has a
direct influence on the nature of marketing and marketing planning practice. The
research highlighted differences in the incidence of marketing planning across the
three SME size categories.
In assessing the planning-performance relationship 4 categories of SME's were
defined according to their planning behaviour 1990-1996. These categories were
Planners; Non-Planners; Embracers; and Disavowed. Analysis of these groups
showed a significant positive relationship between planning and performance
providing empirical support to case that marketing planning improves business
|dc.publisher||University of Stirling||en|
|dc.subject.lcsh||Small business Scotland||en|
|dc.title||Processes of strategic marketing planning : a longitudinal study of Scottish small and medium sized firms||en|
|dc.type||Thesis or Dissertation||en|
|dc.type.qualificationname||Doctor of Philosophy||en|
|dc.contributor.affiliation||Stirling Management School||-|
|dc.contributor.affiliation||Department of Management and Organization||-|
|Appears in Collections:||eTheses from Stirling Management School legacy departments|