STRATEGY

TABLE OF CONTENTS

Page Title/Author

1 "Service Characteristics and Yellow Pages Advertising Effectiveness"
Kenny K. Chan
Shekhar Misra

15 "Don't Mistake Business Plans for Planning" (It May Be Dangerous To Your
Financial Health)

Bill Parks
Philip D. Olson
Donald W. Bokor

25 "Pricing Strategies and Fee Structures in Franchising Organizations"
Robert T. Justis
Peng S. Chang
Ben L. Kedia

35 "Marketing Strategies for Small Service Businesses: Application of
Expectations/Performance Gaps"

Timothy L. Wilson
James M. Hainault

45 "Assessing the Value of Professional Practices"
John Wallace
George Stollings

56 "The Benefits of the SBI Program: Perceptions of Former Students"
Gwen Fontenot
Michelle Haarhues
Lynn Hoffman

72 "Strategic Planning and the Family Firm: An SBI Consulting Perspective"
Charles H. Matthews

81 "Getting Started Overseas: Eximbank Working Capital Financing for Small
Business Exporters"

Toni Lester