A Buying Behaviour Framework for Small Businesses - Emre S. Özmen - Kriter Yayınları

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 SMEs. Many studies and industry practices frame the context within corporate or individual buying behaviour, however few researchers mention SMEs. 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 SMEs 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.