Qualitative Market Research: Volume 7 Issue 3

Crafting a competitive advantage: tempering entrepreneurial action with positioning‐based values

Michael Beverland, Lawrence S. Lockshin

The essence of entrepreneurship is “effectual action”. Researchers at the entrepreneurial/marketing interface suggest that small firms adapt marketing theory to their needs…

Understanding practices at the “ethnic” marketing/entrepreneurship interface: a case study of Kirit Pathak

Shiv Chaudhry, Dave Crick

This paper reports on a case history drawn from a larger investigation that profiled “successful” Asian entrepreneurs in order to encourage future entrepreneurship within the…

Marketing in the social enterprise context: is it entrepreneurial?

Eleanor Shaw

This paper presents some of the findings to emerge from a qualitative study of social enterprise in the UK. The findings discussed in this paper refer to the marketing activities…

The nature of networking in small firms

Aodheen O'Donnell

For some time, researchers at the marketing/entrepreneurship interface have employed the concepts of networks and networking as a means of exploring how entrepreneurs “do…

Laments and serenades: relationship marketing and legitimation strategies for the cultural entrepreneur

Nicholas C. Wilson, David Stokes

This paper investigates how the marketing/entrepreneurship interface functions within the cultural sector. Specifically, the paper considers how cultural entrepreneurs in the…

Relationships, marketing and small business: an exploration of links in theory and practice

Grigorios Zontanos, Alistair R. Anderson

This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced…

The marketing/entrepreneurship interface

David Crick