SME Growth in a Recession: Contextualised Customer Focus Strategy

This paper examines a growing business in the recession of 2008-09 and evaluates the effectiveness of the customer-focus strategy. To investigate the case study firm, customer focus strategy and its impact, this study employed a pluralist approach comprising the participant action research approach, a case study design and mixed method strategy. Using both operational and strategic approaches to implementing the strategy, the firm utilised a six-step process to tailor the demands of customers. This strategy not only helped to recruit, engage and retain customers but also helped to achieve business performance. The performance was seen in a number of areas including the annual turnover and number of customers.

This research has multiple implications. Since the owner-manager was involved throughout the research process, he has got the insight of strategy formation. So, the owner-manager can use the findings directly into the case study firm. Other SME owner-managers could also utilise the outcomes by contextualising and implementing in their businesses. Similarly, the supporting organisations can use the findings to provide context-specific advice to their clients in forming and implementing the strategy. Finally, academics could also take the results to investigate and implement in a different context. However, this study is limited in the sense of replicability as it has taken a single case study and used qualitative data.