Research into small firm marketing: A contextual stepwise approach

Wai Sum SIU, David A. Kirby

    Research output: Contribution to journalJournal articlepeer-review

    17 Citations (Scopus)


    Though the authors propose the use of an integrative approach - blending the process model and the contingency approach - to build and advance small firm marketing theory, they do not describe the research methodology issues in detail. Thus, this paper reviews the relevant literature on research methodology for small firm marketing and suggests the adoption of a contextual stepwise approach - adopting a co-ordinated programme of research adjusted in accordance with the situational factors - to examine small firm marketing in more depth. The article outlines a three-stage contextual stepwise approach to the study of small firm marketing in Hong Kong which is resulting in the addition of new knowledge on the subject and the formulation of a tentative new model of small firm marketing in a non-western context.

    Original languageEnglish
    Pages (from-to)135-146
    Number of pages12
    JournalQualitative Market Research
    Issue number2
    Publication statusPublished - 1 Aug 1999

    Scopus Subject Areas

    • Marketing

    User-Defined Keywords

    • China
    • Hong Kong
    • Marketing management
    • Marketing research
    • Methodology
    • Small firms


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