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Qualitative research at the marketing/entrepreneurship interface /
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 pl...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[Bradford, England] :
Emerald Group Pub.,
2004.
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| Colección: | Qualitative market research ;
v. 7, no. 3. |
| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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. |
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| Descripción Física: | 1 online resource (pages 167-236.). |
| Bibliografía: | Includes bibliographical references. |
| ISBN: | 0861769759 9780861769759 1845444094 9781845444099 1280515481 9781280515484 9786610515486 6610515484 |