Small Business Glossary: E

embezzlement; larceny: A form of fraud that involves the illegal use of funds by a person who controls those funds.

equity: All the money and assets invested in a business by its owners.

ethnocentric: Based on the religion, culture, and social norms of one's own environment without consideration of the many differences between cultures and ethnicities.

exposure: The number of times a consumer has the opportunity to see an advertisement.