The Czech Micro And Small Enterprises And Relations With Stakeholders
Source: IMP Group
The existence and business processes of micro and small companies are the subjects of interests of theorists and practitioners (mostly from the governmental or supragovernmental institutions) stressing mostly specificities and weaknesses (except some advantages, e.g. flexibility and innovativeness) of these types of enterprises. Marketing management falls into one area where several missing points are attributed to this type of companies. Manoeuvrability as well as marketing resources or competencies are limited compared to bigger-sized companies. This is one reason why relationships are considered of vital importance for micro and small enterprises.