TO IDENTIFY PERFORMANCE MEASUREMENT PRIORITIES AND ASSOCIATED DECISION-MAKING SCENARIOS IN THE SME

Author(s): ANDREW LYNCH
Enterprise Performance Research Group, University of Limerick
Andrew.lynch@ul.ie
CÁTHÁL WILSON
Enterprise Performance Research Group, University of Limerick
Cathal.Wilson@ul.ie
Journal: Journal of Academic Research in Economics
Volume: VOLUME 1 (2)
Year: 2009
Full text: http://www.jare-sh.com/
Publisher: Spiru Haret University - Faculty of Accounting and Financial Management, Constanta

Abstract. The purpose of this paper is to outline a framework, whereby academic and small to medium sized enterprise owner-managers can interact and learn more from each other in an environment of mutual collaboration. This paper outlines a methodology, which identifies a set of critical performance measures, common to SMEs, and thus allows the marketing function to be put in context within the overall organisational priorities. Decision-making scenarios, it can be argued are the only practical means by which one can influence or achieve a performance measure target. The outlined methodology also identifies the decision scenarios, which are significant to each of these critical performance measures and their relative impact on marketing performance measures. (pp. 145-160)

Keywords: methodology, Small and Medium Enterprise (SME), performance measures, decision-making scenarios, marketing priority

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