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Titolo: |
Qualitative research at the marketing/entrepreneurship interface / / guest editor, David Crick
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Pubblicazione: | [Bradford, England], : Emerald Group Pub., 2004 |
Edizione: | 1st ed. |
Descrizione fisica: | 1 online resource (73 p.) |
Disciplina: | 658.8/3 |
Soggetto topico: | Marketing research |
Entrepreneurship | |
Altri autori: |
CrickDavid
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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.: | 9910818285103321 |
Lo trovi qui: | Univ. Federico II |
Opac: | Controlla la disponibilità qui |