TY  -  
T1  - Exploring Marketing in Micro Firms 
SN  - 978-951-555-966-1 / 0357-4598 
UR  - http://hdl.handle.net/10227/252; URN:ISBN:978-951-555-966-1 
T3  - Working Papers 
A1  - Wägar, Karolina; Björk, Peter; Ravald, Annika; West, Björn 
A2  -  
PB  - Svenska handelshögskolan 
Y1  - 2007 
LA  - en 
AB  - Purpose  - The purpose of  the paper is to explore the practice of marketing in micro firms. Which are the challenges micro firms encounter and how do they handle them? 

Methodology - The research methodology is based on the theory-in-use approach (Zaltman, Heffring & LeMasters 1982) in order to inductively explore the practice of marketing in micro firms. The empirical findings rest on ten case studies, where data has been generated through repeated interactions with each case. 

Findings - Th... 
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KW  - theory-in-use; marketing; micro firm; interactive research; germinal; Marketing 
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ER  -