Unravelling the unarticulated: SME managers and the role of tacit expertise in marketing

Purpose The purpose of this paper is to understand the role played by tacit knowledge in marketing decision making in small and medium-sized enterprises (SMEs) and to extrapolate the ramifications, in terms of practice and theory generation. Design/methodology/approach To provide support for the existence of tacit expertise, research was framed around three key questions and in-depth interview data drawn from SME senior managers. Although...