Purpose This study explores the success and failure of two similar small software technology firms from a marketing perspective, where there is a paucity of research. Using a dyadic approach, this research compares the degree of customer orientation and innovativeness exhibited in both firms by...

Purpose The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs using a mixed methods approach.Design/Methodology/Approach The methodology combined qualitative research methods along with quantitative Adaptive Conjoint Analysis (ACA)....