Ardley, Barry; Naikar, Sanngarri - In: Journal of Research in Marketing and Entrepreneurship 22 (2020) 1, pp. 65-78
Purpose: The purpose of this paper is to understand the role played by tacit knowledge in marketing decision making in small and medium-sized enterprises (SMEs) and to extrapolate the ramifications, in terms of practice and theory generation. Design/methodology/approach: To provide support for...