The authors of this paper are employed at Ealing College of Higher Education, London, England, in the School of Business and Management. Pat Armstrong is the Head of Division of Applied Behavioural Science, Alison Baker is a Senior Lecturer in Sociology, currently on secondment to the CNAA, and James Johnson is a Research Assistant. The paper is based on empirical research, undertaken in the London Borough of Ealing, and was designed to investigate perceptions held by small retail proprietors of business success. The results to date indicate that these perceptions more often revolve around personal satisfaction and security that business growth and development.
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