02955nam 2200601Ia 450 991044974340332120200520144314.01-280-51548-197866105154861-84544-409-4(CKB)1000000000006545(EBL)289856(OCoLC)70735735(SSID)ssj0000466190(PQKBManifestationID)11337590(PQKBTitleCode)TC0000466190(PQKBWorkID)10457972(PQKB)11524378(MiAaPQ)EBC289856(Au-PeEL)EBL289856(CaPaEBR)ebr10064561(CaONFJC)MIL51548(EXLCZ)99100000000000654520041016d2004 my 0engur|n|---|||||txtccrQualitative research at the marketing/entrepreneurship interface[electronic resource] /guest editor, David Crick[Bradford, England] Emerald Group Pub.20041 online resource (73 p.)Qualitative market research ;v. 7, no. 3, 2004Description based upon print version of record.0-86176-975-9 Includes bibliographical references.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 practiceThe 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-dQualitative market research ;v. 7, no. 3.Marketing researchEntrepreneurshipElectronic books.Marketing research.Entrepreneurship.658.8/3Crick David924683MiAaPQMiAaPQMiAaPQBOOK9910449743403321Qualitative research at the marketing2075591UNINA