Publisher's Synopsis
Microbusinesses are a specific type of small business that employ 9 or fewer people, including the owner. Microbusinesses are a major factor in the national, regional, and local economies. Microbusiness operators face the issues of limited time, money, and marketing expertise when conducting daily operations. The purpose of the qualitative descriptive case study was to describe the amount of time and money that microbusiness owners perceived to spend on marketing. Time and money along with the perception of marketing expertise were then related to the microbusiness sales performance. In this study, the respondents perceived that they did not spend enough time on marketing because of daily challenges of running the business, but the amount of time spent on marketing did not appear to be associated with sales performance. Microbusiness operators perceived that they spent an adequate amount of money on marketing to achieve their sales performance goals.
