ADJUSTING TO CHANGE: HOW SMALL FIRMS MIGHT GET AROUND THE (POTENTIAL) MARKETING MYOPIA PROBLEM Available to Purchase

The response or non‐response of small businesses to change is an important area of study. Environmental analysis is a crucial corollary to business development and growth. However, experience of small firms has indicated that the managers of such enterprises may become myopic in relation to changes in the business environment, or may not respond to or notice slow change. This myopia or lethargy exhibited by small firms needs to be avoided if such firms are to survive and grow. Four crucial questions (where is the firm now; where is it heading if it takes no action to change things; where do we want the firm to be; and how might we take it there?) must be answered if small firms wish to survive and grow. It is recommended that environmental analysis coupled with the use of a creativity consultant may help small firms to develop strategies for adjusting to change and avoiding marketing myopia.