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Article
Publication date: 15 April 2024

Ali Mahdi, Dave Crick, James M. Crick, Wadid Lamine and Martine Spence

Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues…

279

Abstract

Purpose

Although earlier research suggests a positive relationship exists between engaging in entrepreneurial marketing activities and firm performance, there may be contingent issues that impact the association. This investigation unpacks the relationship between entrepreneurial marketing behaviour and firm performance under the moderating role of coopetition, in an immediate post-COVID-19 period.

Design/methodology/approach

A resource-based theoretical lens, alongside an outside-in perspective, underpins this study. Following 20 field interviews, survey responses via an online survey were obtained from 306 small, passive exporting wine producers with a domestic market focus in the United States. The data passed all major robustness checks.

Findings

The statistical findings indicated that entrepreneurial marketing activities positively and significantly influenced firm performance, while coopetition provided a non-significant moderation effect. Field interviews suggested that entrepreneurs’ attemps to scale up from passive to more active export activities in an immediate post-pandemic period helped explain the findings. Owner-managers rejoined trustworthy and complementary pre-pandemic coopetition partners in the immediate aftermath of coronavirus disease 2019 (COVID-19) for domestic market activities. In contrast, they had to minimise risks from dark-side/opportunistic behaviour when joining coopetition networks with partners while attempting to scale up export market activities.

Originality/value

Unique insights emerge to unpack the entrepreneurial marketing–performance relationship via the moderation effect of coopetition, namely, with the temporal setting of an immediate post-COVID-19 period. Firstly, new support arises regarding the likely performance-enhancing impact of owner-managers’ engagement in entrepreneurial marketing practices. Secondly, novel findings emerge in respect of the contrasting role of coopetition in both domestic and export market activities. Thirdly, new evidence arises in relation to a resource-based theoretical lens alongside an outside-in perspective, whereby, strategic flexibility in pivoting facets of a firm’s business model needs effective management following a crisis.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 30 no. 6
Type: Research Article
ISSN: 1355-2554

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Article
Publication date: 1 September 2006

Martine Spence and Dave Crick

The purpose of this paper is to provide comparative data from a two‐country study; specifically, into the internationalisation strategies of Canadian and UK high‐tech small and…

3850

Abstract

Purpose

The purpose of this paper is to provide comparative data from a two‐country study; specifically, into the internationalisation strategies of Canadian and UK high‐tech small and medium‐sized enterprises.

Design/methodology/approach

The methodology employed involves 24 in‐depth interviews, 12 in each country.

Findings

These suggest that the differences between the firms in the two countries were limited; more similarities were identifiable. Specifically, strategy formation is not as systematic as some previous studies, notably those that focus on the “stage” models, suggest. Entrepreneurs and management teams recognise and exploit opportunities in different ways, ranging from planned strategy formation through to opportunistic behaviour; as such, no single theory could fully explain international entrepreneurial decisions.

Research limitations/implications

The implication of the findings is to offer support to the literature that has suggested a more holistic view should be undertaken in international entrepreneurship research.

Originality/value

The main aspect of originality outside of the comparative data involves accounting for the role of serendipity in unplanned overseas market ventures, an issue lacking in much of the earlier literature.

Details

International Marketing Review, vol. 23 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 3 April 2009

Martine Spence and Dave Crick

In the past decade, research on rapidly internationalizing firms, commonly referred to as “international new ventures” (INVs), has mainly focused on their inception phase and…

1270

Abstract

Purpose

In the past decade, research on rapidly internationalizing firms, commonly referred to as “international new ventures” (INVs), has mainly focused on their inception phase and relatively little is known of what becomes of these firms after this period in respect of their international marketing strategies. The purpose of this paper is therefore to gain insights into how management teams within small INVs assess international opportunities and develop appropriate international marketing strategies.

Design/methodology/approach

The approach employed involves interviews with key respondents in five small, independently owned firms that have a significant percentage of turnover overseas.

Findings

The paper identifies that specific types of knowledge are related to growth strategies as are perceptions of market potential and the management team's vision.

Practical implications

The results of this study provide further understanding of patterns of internationalization and more specifically that foreign market knowledge can be acquired in various ways and allows firms to become more highly committed to some remote markets much earlier than previously anticipated. This understanding could help policy‐makers to provide more targeted and relevant support to INVs.

Originality/value

Both planned and unplanned activities are evident in the research suggesting international marketing growth is not as strategically planned as a good deal of earlier research suggests.

Details

Qualitative Market Research: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1352-2752

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Book part
Publication date: 10 December 2018

Huub Ruël

Abstract

Details

Making Trade Missions Work: A Best Practice Guide to International Business and Commercial Diplomacy
Type: Book
ISBN: 978-1-78635-471-6

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Article
Publication date: 27 July 2010

Martine Spence and Leila Hamzaoui Essoussi

The purpose of this paper is to assess brand identity, equity and brand management in SMEs.

14010

Abstract

Purpose

The purpose of this paper is to assess brand identity, equity and brand management in SMEs.

Design/methodology/approach

The methodology is based on the analysis of four site cases of consumer goods SMEs through in‐depth interviews and related documents.

Findings

Results showed that the founders' value and beliefs set the tone for the core competencies to be developed and transmitted through brand identity. A bundle of marketing innovations, including coherent marketing programs and the use of the country of origin image, support the brands. Brand diversification strategies contribute to SMEs' growth.

Research limitations/implications

Results need to be expanded and confirmed with other international SMEs that are not as well established and that do not use the country of origin in their brand image.

Practical implications

Entrepreneurs need to be aware that their public image may reflect consumers' perception of their firms. Consequently, this image should be carefully nurtured. Because of resource constraints, a limited number of product or service features that complement the entrepreneur's core values should be selected to enhance brand equity. Among those, features linked to the firm's capabilities and to the country of origin would be the most cost‐efficient and effective. Moreover, a number of brand diversification strategies can be used by SMEs to spur their growth.

Originality/value

The study emphasizes the use of strong brand associations by SMEs, primary and secondary, a focused and integrated communication strategy to enhance the brands as well as a creative approach to brand strategies to contribute to their growth.

Details

European Journal of Marketing, vol. 44 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 2001

Martine M. Spence and Dave Crick

This paper reports on a longitudinal investigation into two groups of UK firms’ use of trade missions in psychologically distant countries. Firms in the first group were “new” to…

638

Abstract

This paper reports on a longitudinal investigation into two groups of UK firms’ use of trade missions in psychologically distant countries. Firms in the first group were “new” to the markets, that is, having never visited the markets under investigation prior to attending the trade mission (NEW). In comparison, the other group contained “experienced” firms, having at least limited experience in these same markets (EXP). The findings suggested that over the two years of the study, differences existed between the two groups’ strategies. Newcomers to the markets used their first visit to: establish market presence through agents; gain access to business networks; and obtain an understanding of the functioning of the market. For exporters who had already visited the market, these visits were a means to: expand the span of their activities in the market to new networks; and strengthen their presence in previously established networks. The longitudinal methodology employed offers a contribution to knowledge at the public policy/ international entrepreneurship interface by expanding on earlier studies that have been restricted to single timeframes.

Details

Marketing Intelligence & Planning, vol. 19 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

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Abstract

Details

Making Trade Missions Work: A Best Practice Guide to International Business and Commercial Diplomacy
Type: Book
ISBN: 978-1-78635-471-6

Available. Content available
Article
Publication date: 3 April 2009

Len Tiu Wright

437

Abstract

Details

Qualitative Market Research: An International Journal, vol. 12 no. 2
Type: Research Article
ISSN: 1352-2752

Available. Open Access. Open Access
Article
Publication date: 12 September 2024

Wuraola Peter and Barbara Orser

This study examines why low-wealth women entrepreneurs forgo mobile enabled money services and government supported micro finance for informal, community-based revolving loans in…

580

Abstract

Purpose

This study examines why low-wealth women entrepreneurs forgo mobile enabled money services and government supported micro finance for informal, community-based revolving loans in rural Nigeria.

Design/methodology/approach

Thematic analysis of 25 interviews with women in rural, south-west Nigeria. Entrepreneurial ecosystem theory, in the gendered context of micro finance and community-based lending, is employed.

Findings

This study explains the paradox of forgoing seemingly accessible mobile enabled credit, and formal credit schemes (e.g. micro-finance programs) for informal, one-on-one borrowing. Convenience and trust-based relationships with respected community members ease the burden of time scarcity and vulnerability associated with formal capital. Flexible terms, autonomy, self-reliance and knowing who one is dealing with make Esusu a preferred source of finance. Findings are discussed in the context of gendered entrepreneurial ecosystems in which participants conduct business.

Research limitations/implications

The sample is not representative of women entrepreneurs in rural Nigeria. Survivorship bias is acknowledged. Further research is needed on the psychological risks of informal capital and the benefits of community-based lending.

Practical implications

Measures to scale mobile enabled credit, without commensurate interventions to address time management and other structural issues that confront women traders, limit their utility and impacts. Power differentials between women traders and lenders must also be considered in the design of lending products. Training of women traders and formal lenders should incorporate curricula about gender gaps in capital markets and systematic gender challenges to support entrepreneurs who seek to grow beyond subsistence enterprises.

Originality/value

This study documents decision criteria that motivate informal rural women traders to employ community-based revolving credit or Esusu. Findings inform measures to increase women entrepreneurs' access to capital in a rural sub-Saharan Africa contexts.

Details

International Journal of Gender and Entrepreneurship, vol. 16 no. 4
Type: Research Article
ISSN: 1756-6266

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Article
Publication date: 21 March 2023

Hanene Oueslati, Saloua Bennaghmouch-Maire, Martine Deparis and Marie-Catherine Paquier

The aim of this research work is to consider the relevance of corporate social responsibility (CSR)-related social media communication in franchise networks, with a focus on the…

392

Abstract

Purpose

The aim of this research work is to consider the relevance of corporate social responsibility (CSR)-related social media communication in franchise networks, with a focus on the perceptions and expectations of franchisors and franchisees and franchisors and franchisees' customers.

Design/methodology/approach

Three studies were conducted as part of this research: two qualitative studies with franchisors and franchisees in the first instance (N = 39) and franchisors and franchisees' customers in the second instance (N = 13), as well as an online ethnographic study of customer reactions (N = 871) to different CSR communications from the networks already interviewed.

Findings

The results show that CSR communication remains very important in a context characterised by a growing interest in CSR commitment in companies in general and in franchise networks in particular. However, different conditions of effectiveness of this CSR communication have been identified. The different conditions can avoid CSR's detrimental effects and increase CSR's credibility.

Practical implications

In franchise networks, the task of communicating about CSR is complex. This requires the integration of franchisees, which are very important to CSR's success. CSR communication also requires integrating customers by studying their expectations at this level. This study gives the basic keys to the success of CSR communication in franchise networks, from the point of view of franchisors, franchisees and the customers of franchisors and franchisees.

Originality/value

This study focusses on a topic that has received very little attention, particularly in franchise networks. The various studies conducted allow us to better understand the particularities of CSR communication, particularly in the context of tripartite franchisor–franchisee–customer relations.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 9/10
Type: Research Article
ISSN: 0959-0552

Keywords

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