Quality, value, satisfaction, trust, a

upwardly mobile, professionals, might be willing to pay a higher price for a better tasting with
all "natural ingredients," Most likely, the high cost, low-price, strategy for the Millie chip helped
the firm move to a negative cash flow and a lower quality image in customers' minds, than would
have been achieved with the product's price being above competitors' prices.
By the close of the company, only the outcomes associated with the packaging were
considered positively. The outcomes of all other decision areas shifted negatively or remained
negative. In Table 2, decision area outcomes indicated by both an exclamation point and
question mark M) are to indicate that the outcome contains both positive and negative
outcomes. For example, product quality is unique in the start-up and growth stages, but might
have been made substantially better with some consumer taste tests of alternative recipes.
Implications for Research on Retailing Entrepreneur Behavior
Causal mapping may be used to both develop theoretical models of sets of propositions
about processes representative of retailing entrepreneur strategy-making. Such deductively
developed processes may be tested by comparing their predictions of the presence and sequence
of decisions, events, and interactions of people with causal maps of actual entrepreneur behavior.
Large size samples of thick descriptions of real-life entrepreneur cases may serve as data
bases for developing empirical causal maps. Such large scale studies on decision processes are
appearing in the literature of organization science. As such, causal mapping represents an
advanced case study research method deserving wider use among researchers in entrepreneur
behavior.
References
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