The workshop was introduced at this point in order to create an
environment in which SME owner-managers could identify these performance
measures.
The workshop confirmed the top measures and also validated the results from the survey.
The workshop was also used to further explore the decisionmaking
process behind these top performance measures.
The results collated from
this process were then analysed to detail the relative significance placed on marketing functions compared to the other major management disciplines within an
SME.
The survey format, the definition of an expert, the workshop format, the methodologies used and the results found from our research, will all be outlined
later in this paper.