Business Review


These cases study small firms (with 1-50 employees) in Pakistan to determine marketing factors that lead to success. Information is gathered through in-depth interviews with owner-managers on their premises. Convenience sampling is used within the city of Karachi. Firms included relate to production, and services (including retail). It was found that most of the firms are not marketing oriented and they do not understand marketing. Thus they will benefit from some kind of marketing training conducted by the government or through their own resources.


Small Firms, Marketing philosophy, Strategic aspects, Entrepreneurial marketing



Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

February 24, 2021



Publication Stage



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