Qualitative research at the marketing/entrepreneurship interface / guest editor, David Crick.

Format:

Book

Contributor:

Crick, Dave.

Series:

Qualitative market research ; v. 7, no. 3.

Qualitative market research ; v. 7, no. 3, 2004

Language:

English

Subjects (All):

Marketing research.

Entrepreneurship.

Physical Description:

1 online resource (73 p.)

Edition:

1st ed.

Place of Publication:

[Bradford, England] : Emerald Group Pub., 2004.

Language Note:

English

Summary:

The essence of entrepreneurship is "effectual action". Researchers at the entrepreneurial/marketing interface suggest that small firms adapt marketing theory to their needs, undertaking a range of emergent actions in response to day-to-day events and problems, without recourse to formal planning or research. By way of contrast, brands require guided action, in order to build a sustainable position in the marketplace, while research also reveals that small specialist firms increase their chance of failure if they undertake a range of unguided actions that lead to niche drift. Based upon an in-d

Contents:

Contents; Abstracts & keywords; Guest editorial; Crafting a competitive advantage: tempering entrepreneurial action with positioning-based values; Understanding practices at the "ethnic" marketing/ entrepreneurship interface: a case study of Kirit Pathak; Marketing in the social enterprise context: is it entrepreneurial?; The nature of networking in small firms; Laments and serenades: relationship marketing and legitimation strategies for the cultural entrepreneur; Relationships, marketing and small business: an exploration of links in theory and practice

Notes:

Description based upon print version of record.

Includes bibliographical references.

ISBN:

1-280-51548-1

9786610515486

1-84544-409-4

OCLC:

70735735