Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick

• Pubblicazione: [Bradford, England], : Emerald Group Pub., 2004
• Descrizione fisica: 1 online resource (73 p.)
• Disciplina: 658.8/3
• Soggetto topico: Marketing research; Entrepreneurship
• Altri autori: CrickDavid
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: 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
• 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
• Titolo autorizzato: Qualitative research at the marketing
• ISBN: 1-280-51548-1; 9786610515486; 1-84544-409-4
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910783013003321
• Lo trovi qui: Univ. Federico II
• Serie: Qualitative market research ; ; v. 7, no. 3.