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SMEs have been recognized as important actors of commercial activity most specifically since the second half of the 20th century. Although understanding its customer potential has been named a top priority among many sectors, there is a limited body of knowledge regarding the buying behaviour of SME`s. Many studies and industry practices frame the context within corporate or individual buying behaviour, however few researchers mention SME`s. When mentioned they tend to tie with elitist attributes and consider them as small versions
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Gelince Haber VerSMEs have been recognized as important actors of commercial activity most specifically since the second half of the 20th century. Although understanding its customer potential has been named a top priority among many sectors, there is a limited body of knowledge regarding the buying behaviour of SME`s. Many studies and industry practices frame the context within corporate or individual buying behaviour, however few researchers mention SME`s. When mentioned they tend to tie with elitist attributes and consider them as small versions of big enterprises. Studies and industry practices are conformist and assume that SME`s buying behaviour consists of nothing but -ignoring impulsive tendencies- `normative` or `conservative` typologies. However, the lack of application makes this dichotomy untested, which is also what this book aims to scrutinize.
