Abstract
ABSTRACT The ongoing deregulation of the New Zealand economy since 1984 has resulted in more importance than ever being attached to marketing. Singapore had always been an open competitive economy. Small firms play an important role in the economy and the recent improvement in New Zealand's economic position specially has been attributed in no small part to the success of small firms in the export sector. This paper reports the results of an investigation into the marketing practices of small firms, an area of great interest both in Singapore and New Zealand. The research is part of a larger exercise, the international marketing effectiveness project (I.M.E.P.). The paper also provides a comparative profile on SMEs' marketing practices in the 2 countries featured in this article—New Zealand and Singapore.
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