The role of SME’s owner-manager decision-making styles in marketing strategies and organizational performance
Kelly Mara Seronato,
Tomás Sparano Martins
Abstract: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 enterprises (SMEs), little attention has been paid to the decision-maker. This study aims to gauge the impact of the manager's decision-making styles (rational, intuitive, dependent, avoidant and spontaneous) on marketing strategy creativity, on its implementation… Show more
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