Marketing for Entrepreneurs and SMEs
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Marketing for Entrepreneurs and SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich

In recent years, entrepreneurs and SMEs have been forced to adapt to a rapidly changing, increasingly globalized world, an evolution that has had a profound impact on marketing strategies. This timely volume identifies the many new opportunities available to entrepreneurs and SMEs in the global marketplace, and offers tactical and strategic marketing approaches to help them succeed in the modern business world.
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Chapter 6: Conducting market research and forecasting demand in SMEs

A Global Perspective

Maja Konečnik Ruzzier, Mitja Ruzzier and Robert D. Hisrich


I am working as a middle manager in a large multinational company. I am in my mid-40s, have no children and have a strong passion for dogs. I have two dogs at home. To me, they are much more than just dogs; I consider them part of my family and thus dedicate most of my free time and money to them. They are also regional champions. More recently, following the economic crisis my employer announced there will be some HR company restructuring in an attempt to develop a more lean organization. This meant there would be reductions in employment. This made me think that I could possibly lose my job and thus have to look for something else. Where could I continue my career? I was very attracted to being my own boss despite the fact that there were very few successful woman entrepreneurs. I was sure I had an entrepreneurial spirit because I had already helped my colleague do business selling dog food when I was younger and I was very successful. But where could I start? Should it be connected to my passion to dogs? So I started to think about developing a dog grooming business.

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