Research into small firm marketing: a contextual stepwise approach

Though the authors propose the use of an integrative approach ‐ blending the process model and the contingency approach ‐ to build and advance small firm marketing theory, they do not describe the research methodology issues in detail. Thus, this paper reviews the relevant literature on research methodology for small firm marketing and suggests the adoption of a contextual stepwise approach ‐ adopting a co‐ordinated programme of research adjusted in accordance with the situational factors ‐ to examine small firm marketing in more depth. The article outlines a three‐stage contextual stepwise approach to the study of small firm marketing in Hong Kong which is resulting in the addition of new knowledge on the subject and the formulation of a tentative new model of small firm marketing in a non‐western context.