TO INDENTIFY PERFORMANCE MEASUREMENT PRIORITIES AND ASSOCIATED DECISION-MAKING SCENARIOS IN THE SME.

The purpose of this paper is to outline a framework, whereby academic and small to medium sized enterprise owner-managers can interact and learn more from each other in an environment of mutual collaboration. This paper outlines a methodology, which identifies a set of critical performance measures, common to SMEs, and thus allows the marcheting function to be put in context within thr owerall organisational priorities.Decision-making scenarios, it can be argued are the only practical means by which one can influence or achieve a performance measure target. The outlined methodology olso identifies the decision scenarios, which are significant to each of these critical performance measures and their relative impact on marketing performance measures.