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A Comparison Of Theory And Practice In Market Intelligence Gathering For Australian Micro-Businesses And Smes, Pauline Ross, Carol Mcgowan, Lee Styger

Lee Styger

Recent government sponsored research has demonstrated that there is a gap between the theory and practice of market intelligence gathering within the Australian micro, small and medium businesses (SMEs). Typically, there is a significant amount of information in literature about "what needs to be done", however, there is little insight in terms of how market intelligence gathering should occur. This paper provides a novel insight and a comparison between the theory and practices of market intelligence gathering of micro-business and SMEs in Australia and demonstrates an anomoly in so far as typically the literature does not match what actually occurs …