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



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Titolo: Qualitative research at the marketing/entrepreneurship interface [[electronic resource] /] / guest editor, David Crick Visualizza cluster
Pubblicazione: [Bradford, England], : Emerald Group Pub., 2004
Descrizione fisica: 1 online resource (73 p.)
Disciplina: 658.8/3
Soggetto topico: Marketing research
Entrepreneurship
Soggetto genere / forma: Electronic books.
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  Visualizza cluster
ISBN: 1-280-51548-1
9786610515486
1-84544-409-4
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910449743403321
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Serie: Qualitative market research ; ; v. 7, no. 3.