ENT-4000: Small Business Management

Gould, M. (2019). Sustainable Competitive Advantage. Salem Press Encyclopedia.
Primer on sustainable competitive advantage.

Small Business Administration [SBA]. (2020). Market research and competitive analysis.
Market research and competitive analysis primer.

Mahler, P. S. (2018). Startup 101- what you need to start your business. SCORE.
Recommendations for start-up success and finding the right customer.

Cochran, B. (2017). Empower clients to be your brand evangelists. Skin, Inc, 29(9), 44–47.
Customers whose needs are met can become your greatest avenue for marketing.

Eilertsen, S. (2017). Beyond great: Features of today’s legendary companies. Workforce, 96(4), 40–48.
Shared characteristics of companies with great histories of meeting customer expectations.

Rust, R. T. (2020). Outside-in marketing: Why, when and how? Industrial Marketing Management, 89,102–104.
A review of customer focused and future outcome driven customer marketing and service to develop long-term relationships.

Foods and Brands that Matter – Serving the Needs of Cultures and Consumers Around the World. (2016, January 1). SAGE Publications, Ltd.
Assessing what matters to customers at every level of venture growth.