Abstract

It is generally accepted that the small firm sector is vital to the well being, both social and economic, of most countries. Fostering and developing indigenous small firms has been a consistent industrial policy goal of successive Irish governments. For many years, informed commentators have stressed the need for strategic market planning and customer orientation if a company is to survive in a vigorously competitive market place. However, specific studies on the Irish small firm sector have identified a significant lack of marketing expertise and a worrying complacency among these companies with regard to marketing practice. This poses a substantial threat to the success of Irish industry in world markets. The aim of this research study is to establish identifiable elements of marketing quality which would help to inform and encourage small Irish manufacturing companies to achieve marketing excellence. The specific objective of the research is to establish quality criteria for the marketing function and to provide a framework which supports the design, operation, control and evaluation of marketing activities in small companies. A modified Delphi approach was utilised to elicit the opinions and judgements of a selected expert panel to questions of marketing quality. Twenty three semi-structured personal interviews with key top level administrators, managers and academics were undertaken. Elements of marketing practice vital for marketing excellence in small firms were identified and specifications for their implementation detailed. These form the basis for the proposed Marketing Quality Standard (MQS) framework. Recommendations centre on the need for further practical research to develop and refine the proposed MQS.