A Seven Year Strategic Marketing Profile Of Retail and Service Business Bankruptcy

Abstract

It is recognized that certain well-known disadvantages present a strong element of vulnerability for the retail and service business firm.  Limited management experience and inadequate marketing skills are recognized as major causative factors leading to higher business mortality rates.  This study found that previously determined areas of vulnerability are still prevalent in the business community.  However, it denotes that strategic pre-planning and continuous strategic planning are essential steps leading to increased business longevity.