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Reports on a qualitative approach to conducting research in small firms. Two cases are reported that fall within the EU definition of small firms (with fewer than 99 employees). One case is drawn from the clothing industry and one other from the publishing industry. The clothing company had fewer than 50 employees and the publishing company had fewer than ten employees, the latter being regarded as a micro-firm. The purpose of the research was to investigate decisions taken by ownermanagers in relation to their future strategies. Consideration is given to alternative methodological approaches before justifying the selection of a combination of focus group interviews and cognitive mapping in each of the cases. Comparisons are drawn that demonstrate the utility of the research methods chosen. The work then identifies issues and considers implications for the conduct of future research into SMEs using these methods. The purpose of the paper is to explain and to evaluate the usefulness of the methods rather than to explain the particular cases in detail.

In this paper we examine the motivations for preparers in Greek non-listed to adopt International Financial Reporting Standards (IFRS). Previous literature has focused on listed companies and assessed the effect of IFRS on market efficiency to justify its adoption. Using data from a cross-sectional survey and from interviews with senior managers, our analysis indicates that the motivations to adopt IFRS in Greece are not primarily related to the technical competence of the standards. We draw insights from literature on institutional theory and Gramsci's work on hegemony (Gramsci, 1971), and show that the decision to comply with IFRS can also be motivated by coercive and hegemonic pressures, which are exerted by powerful institutional constituents as they interact with organisational interests at the international and national level. The adoption of IFRS is driven predominantly by the pressures exerted by parent companies on their subsidiaries and by the legal requirements of the state, but also through borrowing and debt-contracting requirements as enforced by civil society actors, such as financial institutions. This mobilisation of power plays a pivotal role in supporting the establishment of IFRS among non-listed companies.

PurposeThe purpose is: first to review the marketing segmentation literature and its antecedents; second, to evaluate the organizational practice of marketing segmentation in a specific commercial context noted for its dynamism and complexity, fashion retailing; third, to assess theoretical and practical implications; and finally to identify an agenda for future research.Design/methodology/approachThrough the analysis of an instrumental case study examining practice in fashion retailing this paper makes a contribution to current market segmentation debates. Sensemaking properties are used as a disciplined structure in which to report the case and make sense of segmentation.FindingsThis research demonstrates that the definition and scope of market segmentation is broader than the current marketing literature suggests. In practice, based on evidence from this research, contemporary segmentation solutions include implicit assumptions, judgement and compressed experience, which are latent within the modelling processes.Research limitations/implicationsFurther research needs to be extended to different organizational settings in order to develop further our understanding of the tacit and intuitive aspects of segmentation decisions.Practical implicationsIntuitive decision‐making processes and tacit knowledge employed in them are difficult to replicate and make explicit. However, a better understanding of these intuitive processes would offer practitioners an opportunity to systematically improve the quality of decision‐making.Originality/valueThis research broadens normative theoretical perspectives on market segmentation by highlighting intuitive and tacit dimensions. Combining sensemaking within the case study analysis has helped structure thought trials to provide a rare qualitative insight into the managerial construction of segmentation.

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