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[null,"1.","Record Nr.",null,"UNINA9910449743403321"]
[null,null,"Titolo",null,"Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick"]
[null,null,"Pubbl/distr/stampa",null,"[Bradford, England], : Emerald Group Pub., 2004"]
[null,null,"ISBN",null,"1-280-51548-1"]
[{"$nulls":4},"9786610515486"]
[{"$nulls":4},"1-84544-409-4"]
[null,null,"Descrizione fisica",null,"1 online resource (73 p.)"]
[null,null,"Collana",null,"Qualitative market research ; ; v. 7, no. 3, 2004"]
[null,null,"Disciplina",null,"658.8/3"]
[null,null,"Soggetti",null,"Marketing research"]
[{"$nulls":4},"Entrepreneurship"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references."]
[null,null,"Nota di contenuto",null,"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"]
[null,null,null,"Sommario/riassunto","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"]