Findings from the Small Business Case Studies

Abstract

We make a point, in Chapter 2, that small-scale service businesses have not received as much attention in the literature as the multiple and multinational service organisations. We deliberately chose to develop mainly small business case studies (nine of the twelve cases are of small businesses). In particular, we were interested in whether the established models, frameworks and theories of services marketing, which were constructed in the context of large service organisations, would be applicable to a small service business. We also had in mind the possibility that managers of the larger organisations may be able to learn some lessons from small business practice.