...Kelly Mara Seronato; Tomás Sparano Martins Purpose Although studies have analyzed individual factors and their impact on marketing strategies and organizational performance, little is known about the owner-manager’s decision-making style. In the marketing literature of micro, small and medium...

... marketing Small to medium‐sized enterprises Orientation Organizational performance Both academics and practitioners agree that marketing implemented by small firms is distinct from that employed by larger firms. Expanding on this idea, the kind of marketing behaviour observed in an individual...