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| Author: | Chaston, I. |
| Title: | Small firm performance: Assessing the interaction between entrepreneurial style and organizational structure |
| Journal: | European Journal of Marketing
1997 : VOL. 31:11-12, p. 814-831 |
| Index terms: | SMALL BUSINESS COMPANY PERFORMANCE ENTREPRENEURSHIP GROWTH MARKETING STRATEGY ORGANIZATIONAL STRUCTURE |
| Language: | eng |
| Abstract: | This paper provides support for the view that small firms can enhance their overall performance by adopting an entrepreneurial marketing style. Such actions must not be implemented in isolation. Instead any deliberations on entrepreneurial marketing must be accompanied by a careful of the appropriateness of the concurrent organizational structure. A small firm, in balancing actions to improve performance by changing style versus restructuring the organization, should recognize that entrepreneurial style has greater influence than organicity of structure. In all, the paper gains further understanding of the relationship between performance, style, structure and organizational capabilities. |
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