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100   $a20041016d2004      my             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 00$aQualitative research at the marketing/entrepreneurship interface$b[electronic resource] /$fguest editor, David Crick
210   $a[Bradford, England] $cEmerald Group Pub.$d2004
215   $a1 online resource (73 p.)
225 1 $aQualitative market research ;$vv. 7, no. 3, 2004
300   $aDescription based upon print version of record.
311   $a0-86176-975-9 
320   $aIncludes bibliographical references.
327   $aContents; 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
330   $aThe essence of entrepreneurship is "effectual action". Researchers at the entrepreneurial/marketing interface suggest that small firms adapt marketing theory to their needs, undertaking a range of emergent actions in response to day-to-day events and problems, without recourse to formal planning or research. By way of contrast, brands require guided action, in order to build a sustainable position in the marketplace, while research also reveals that small specialist firms increase their chance of failure if they undertake a range of unguided actions that lead to niche drift. Based upon an in-d
410  0$aQualitative market research ;$vv. 7, no. 3.
606   $aMarketing research
606   $aEntrepreneurship
615  0$aMarketing research.
615  0$aEntrepreneurship.
676   $a658.8/3
701   $aCrick$b David$01595606
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910818285103321
996   $aQualitative research at the marketing$93916616
997   $aUNINA