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Article
Publication date: 16 October 2017

Zubin Sethna

706

Abstract

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Journal of Research in Marketing and Entrepreneurship, vol. 19 no. 2
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 1 October 2006

Zubin Sethna

The present study seeks to investigate how individual and organisational consumption is affected when dealing with small and medium‐sized enterprise (SME) organisations from…

2074

Abstract

Purpose

The present study seeks to investigate how individual and organisational consumption is affected when dealing with small and medium‐sized enterprise (SME) organisations from emerging economies.

Design/methodology/approach

Using ethnographic in‐depth interviews, data were collected from 20 Indian UK‐based “buyers” who have either previously bought or are currently buying from organisations based in India. Investigates the perceptions surrounding challenges and/or benefits held by these 20 SMEs. Identified areas such as inter‐cultural blending, community support, country‐of‐origin effects, generational shifts and finally, attitudes towards quality, price, consistency, and branding.

Findings

Findings indicate that the respondents did not vary at all on their collective perceptions about buying from emerging economies, specifically, India. The over‐riding issue that was highlighted many times over was one of “trust in the relationship” between buyer and seller. Findings also suggest the need to take a holistic view on the whole arena of “marketing paradigms for emerging economies”. Despite a climate of increased globalization, an intensification of international contact of businesses, increased travel of executives, and an enlarged overseas education by Indians, there still seems to be a vast gap between the perceptions that are held by India‐based executives and their UK counterparts (high cultural distance).

Research limitations/implications

Conclusions outline information that may potentially be useful to Indian suppliers for use as a reference guideline when entering relationships with UK‐based customers, of either a similar or indeed dissimilar cultural background.

Originality/value

Adds to existing knowledge of how individual and organisational consumption is affected when dealing with SME organisations from emerging economies.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 18 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 5 July 2013

Andrew McAuley

The purpose of this paper is to offer a perspective on the economic performance of small to medium‐sized enterprises' (SMEs') innovation and education in the context of…

1318

Abstract

Purpose

The purpose of this paper is to offer a perspective on the economic performance of small to medium‐sized enterprises' (SMEs') innovation and education in the context of entrepreneurship.

Design/methodology/approach

A wide ranging narrative supported by examples.

Findings

There is still plenty of opportunity for innovation in entrepreneurship education.

Research limitation/implications

There is real and timely opportunity to follow a research agenda in this area which would be of significant benefit to public policy.

Practical implications

Building pathways to entrepreneurial effectiveness is a challenge but could lead to effective public policy.

Social implications

Economic activity cannot be undertaken in isolation from the cultural context. Entrepreneurship is a force for social change.

Originality/value

The discussion offers a personal viewpoint and poses questions.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 15 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article
Publication date: 5 July 2013

Mar Solé

Marketing and entrepreneurship have been recognized as having significant interrelations, and to get potentiated when jointly implemented. A whole branch of literature is…

2549

Abstract

Purpose

Marketing and entrepreneurship have been recognized as having significant interrelations, and to get potentiated when jointly implemented. A whole branch of literature is attempting to specify the synergistic effects and to prove it useful for firms' performance. Most entrepreneurial marketing (EM) advantages are found in small to medium‐sized enterprises (SMEs) and in turbulent environments, that is why, sometimes EM is applied in its constrained form; being the EM definition, a not‐resolved issue. Nevertheless, EM may be used by all sorts of firms in all kinds of contexts. The purpose of this paper is to extend this discussion and propose an integrated conceptual framework.

Design/methodology/approach

The conceptual framework arises from an exploration of the main definitions of EM to date, pointing out the conceptual backgrounds they stress, and extends on marketable entrepreneurship (ME), entrepreneurial marketing (EM) and entrepreneurial marketing orientation (EMO), conducting a revision on the existent literature.

Findings

In total, three lines of interest are outlined; namely ME, EM and EMO. The first two refer to operative functions, such as those of new product development or marketing mix; while the latter describes a strategic extension that implies the intertwined effects of market and entrepreneurial orientation.

Originality/value

Overall, this paper proposes an integrated conceptual framework for EM research and highlights the synergies between both marketing and entrepreneurship on performance through two distinct paths: improved marketing outcomes with entrepreneurial marketing; and improving entrepreneurship outcomes with marketable entrepreneurship.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 15 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article
Publication date: 5 July 2013

Özge Gökbulut Özdemir

The study seeks to extend the comprehension in entrepreneurial marketing (EM) and social value creation through searching the entrepreneurship process in the socially valued art…

1013

Abstract

Purpose

The study seeks to extend the comprehension in entrepreneurial marketing (EM) and social value creation through searching the entrepreneurship process in the socially valued art industry.

Design/methodology/approach

The study is based on a qualitative method: multiple case study. In total, six art‐related innovative enterprises are chosen in different categories (art school, museum, art fair, art gallery, art media) in the art industry. Common properties of the cases are; creating social value in different scopes; and being pioneer and changing the rules in their fields as the entrepreneurial marketers.

Findings

The result of the case study is based on the comprehensive model of entrepreneurship process and the findings are introduced in sub titles: antecedents of the entrepreneurship process; antecedents of non‐profit and for‐profit enterprises; ambidextrous entrepreneurship process; and ambidextrous dimensions of social value creation.

Research limitations/implications

The study provides a new insight on social value creation and EM literature.

Social implications

The art industry is closely related with social value creation and the study is valuable for filling the gaps between art and the entrepreneurship in this context.

Originality/value

The study is valuable since it focuses on opportunity‐related phases of entrepreneurship and introduces a holistic and process‐based model in the context of cognitive and institutional environmental factors. The Ambidextrous Model of Entrepreneurship and Social Value Creation is valuable in order to inspire future researches, especially in EM.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 15 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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Article
Publication date: 5 July 2013

Pattana Boonchoo, Nigel Wadeson and Denise Tsang

The purpose of this paper is to explore empirically whether there are meaningful relationships between key entrepreneurial marketing (EM) variables and the demographic…

989

Abstract

Purpose

The purpose of this paper is to explore empirically whether there are meaningful relationships between key entrepreneurial marketing (EM) variables and the demographic characteristics of the organization and its manager.

Design/methodology/approach

The data were gathered from a sample of 369 hotels from all regions of Thailand through the use of a postal survey. Several multiple regression models were used to test the relationships in the study. Interaction terms were added to some models to test the moderating effects of major demographic variables on various EM attributes.

Findings

The study shows which types of hotels and which types of managers were associated with EM characteristics. The results indicate that demographic characteristics, such as age, size, location, experience, and gender, significantly explain sets of entrepreneurial marketing variables. It was found, for instance, that both a young hotel and a large hotel are positively associated with entrepreneurial marketing, while owner management is positively associated with market orientation and negatively associated with growth aspirations but has no significant relationship with entrepreneurial orientation.

Originality/value

The paper provides a comprehensive overview of selected relationships between key EM dimensions in the existing literature. It is suggested that future research involves a more in‐depth exploration of some of the relationships found in this study.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 15 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Available. Content available
Article
Publication date: 14 October 2013

Jonathan H. Deacon

137

Abstract

Details

Journal of Research in Marketing and Entrepreneurship, vol. 15 no. 2
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 7 August 2018

David Hansen, Joe Giglierano and Peter S. Whalen

706

Abstract

Details

Journal of Research in Marketing and Entrepreneurship, vol. 20 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 14 January 2022

Nicole R. Fuller, McDowell Porter and Elyria A. Kemp

This study aims to examine the relationship between marginalization, Web presence and firm performance for small- and medium-sized enterprises (SMEs).

354

Abstract

Purpose

This study aims to examine the relationship between marginalization, Web presence and firm performance for small- and medium-sized enterprises (SMEs).

Design/methodology/approach

This study relies upon interviews and surveys of managers and/or owners of SMEs. Using confirmatory factor analysis and structural equation modeling, the authors tested an integrated model of the relationship between marginalization, Web presence and firm performance.

Findings

Findings indicate that marginalization enhances the risk perceptions entrepreneurs assign to internet use. This enhanced risk perception then limits the extent to which an entrepreneur responds to online customer feedback, which has implications for the SME’s relationship and reputation management efforts with buyers, ultimately impacting the enterprise’s performance.

Originality/value

This study sheds light on the overlooked phenomena of marginalization and internet avoidance among entrepreneurs. The findings provide insight for entrepreneurs on the deleterious consequences associated with lacking an online presence.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 24 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

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