Open AccessA Seven Year Strategic Marketing Profile Of Retail and Service Business Bankruptcy
Author(s) -
Don B. Bradley,
Homer L. Saunders
Publication year - 2011
Publication title -
journal of applied business research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.149
H-Index - 22
eISSN - 2157-8834
pISSN - 0892-7626
DOI - 10.19030/jabr.v5i2.6363
Subject(s) - bankruptcy , business , vulnerability (computing) , marketing , service (business) , element (criminal law) , strategic planning , finance , political science , computer security , computer science , law
It is recognized that certain well-known disadvantages present a strong element of vulnerability for the retail and service business firm. Limited management experience and inadequate marketing skills are recognized as major causative factors leading to higher business mortality rates. This study found that previously determined areas of vulnerability are still prevalent in the business community. However, it denotes that strategic pre-planning and continuous strategic planning are essential steps leading to increased business longevity.