Loading…
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...
| Call Number: | Libro Electrónico |
|---|---|
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
[Bradford, England] :
Emerald Group Pub.,
2004.
|
| Series: | Qualitative market research ;
v. 7, no. 3. |
| Subjects: | |
| Online Access: | Texto completo |
Table of 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