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Research suggests that small firms\u2019 marketing practitioners and entrepreneurs have identified their marketing focus on the 4Is. This paper builds on knowledge in innovation and marketing and examines the process in a micro firm. A qualitative approach is applied using action research and case study approach. The relevant literature is reviewed as the starting point to diagnose problems and issues anticipated by business practitioners. A longitudinal study is used to illustrate the process of actions taken with evaluations and reflections presented. The exploration illustrates that in practice much of the marketing activities within micro firms are driven by incremental innovation. 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