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Record Nr. |
UNINA9910818285103321 |
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Titolo |
Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick |
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Pubbl/distr/stampa |
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[Bradford, England], : Emerald Group Pub., 2004 |
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ISBN |
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1-280-51548-1 |
9786610515486 |
1-84544-409-4 |
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Descrizione fisica |
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1 online resource (73 p.) |
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Collana |
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Qualitative market research ; ; v. 7, no. 3, 2004 |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Marketing research |
Entrepreneurship |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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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 |
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Sommario/riassunto |
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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 |
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