Explore peer-reviewed field experiments and meta-analyses on SaaS trials, email, paid search, referrals, content sharing and choice design. Compare methods, context and limits.
Evidence that applied marketing expertise can affect small-firm growth, while underscoring the importance of implementation context. For a startup, define the intervention and measure firm outcomes rather than activity alone.
Plain-English take
Entrepreneurs randomly matched with volunteer marketers significantly increased firm growth.
Treat this as evidence for the specific marketing capability and growth question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.
Plain-English take
SMEs often lack resources, expertise, and incentives to prioritize cybersecurity; SME-exclusive cybersecurity-awareness research is rare. The review maps gaps and provides directions for adapting awareness research to SME needs. For a founder, use this as a question to test in your own context, not a universal playbook.
Treat this as evidence for the specific marketing capability and growth question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.
Plain-English take
Providers played an assistive role in education and implementation, but SME cyber hygiene and knowledge remained low; comprehension, capability, attitudes and resources constrained security; security-focused communities could improve support, collaboration and learning. For a founder, use this as a question to test in your own context, not a universal playbook.
Treat this as evidence for the specific marketing capability and growth question studied. Compare the setting and sample to your company before changing a growth decision; use a local experiment where the paper does not match your context.
Plain-English take
“Doing” and “improving” dimensions were positively associated with cybersecurity intelligence; “enabling” and “managing” dimensions did not make significant contributions. For a founder, use this as a question to test in your own context, not a universal playbook.