An exploratory study of entrepreneurial marketing in SMEs

2014 ◽  
Vol 21 (2) ◽  
pp. 265-283 ◽  
Author(s):  
Mário Franco ◽  
Maria de Fátima Santos ◽  
Isabel Ramalho ◽  
Cristina Nunes
Keyword(s):  
Treatment Technique ◽  
Management Competencies ◽  
Holistic Model ◽  
Content Type ◽  
Growth And Survival ◽  
Entrepreneurial Marketing ◽  
Documentary Analysis ◽  
Market Opportunities ◽  
Marketing Activities

Purpose – Marketing has been seen as one of the greatest problems faced by small- and medium-sized enterprises (SMEs), but simultaneously one of the most important activities for their growth and survival. Therefore, the purpose of this paper is to determine the importance and role of entrepreneurial marketing in SMEs. Design/methodology/approach – To reach this goal, a qualitative approach was adopted, with two case studies (SMEs) selected. As data-collecting instruments, interviews and documentary analysis were used, and the data-treatment technique was content analysis. Findings – The empirical evidence obtained shows that the importance of entrepreneurial marketing is recognized, but that it differs considerably according to firm size. In the SMEs studied, marketing is informal and reactive to market opportunities and the founder-entrepreneur has an influence on the decision-making process. Practical implications – The study contributes to the existing research about the role the founder-entrepreneur can have in the firm's ability to develop entrepreneurial marketing activities. From a practical viewpoint, the study has found that entrepreneurial marketing is based on networking to build and support marketing activity and it is associated with the use and development of the marketing management competencies of their entrepreneurs. Originality/value – The study is innovative because the authors are able to outline empirically new issues for future investigation in this area of scarce research. Second, an integrative and holistic model is proposed for entrepreneurial marketing in SMEs and this represents the primary contribution of the study.

The role of reputation in the business cooperation process: multiple case studies in small and medium-sized enterprises

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mário Franco ◽  
Heiko Haase
Keyword(s):  
Selection Process ◽  
Research Approach ◽  
Treatment Technique ◽  
Cooperation Agreement ◽  
Content Type ◽  
Individual Interviews ◽  
Market Expansion ◽  
Major Market ◽  
Documentary Analysis

PurposeThis study aims to identify the main reasons for forming a cooperation agreement in the context of small and medium-sized enterprises (SMEs) and understand the role of reputation in this business process.Design/methodology/approachTo achieve these objectives, a qualitative research approach was adopted, specifically the case study method. The context of analysis studied here was formed of five SMEs (cases) located in an inland region of Portugal. Data-collecting instruments were individual interviews and documentary analysis, and the data treatment technique was content analysis.FindingsFrom the results obtained, it is concluded that SMEs have different reasons for entering a cooperation agreement and that the criterion of reputation, in the partner selection process, was quite frequently mentioned. In addition, the study found trust to be another important criterion when choosing a partner. This means that besides the resources a partner may possess, the most important aspect is that there should be mutual trust.Practical implicationsThis study seeks to help SME managers to characterise and understand the phenomenon of cooperation and show the main criteria to consider when choosing their partner(s).Originality/valueThis study is innovative because it will help to characterise and understand business cooperation in SMEs and contribute to choosing a suitable partner, so that SMEs can achieve good performance, major market expansion and improve relations with their partners, in an increasingly competitive environment.

The effectiveness of e-corporate governance: an exploratory study of internet voting at shareholders’ annual meetings in France

2020 ◽  
Vol 20 (4) ◽  
pp. 673-702
Author(s):  
Sonia Abdennadher ◽  
Walid Cheffi
Keyword(s):  
Corporate Governance ◽  
Practical Implementation ◽  
Business Law ◽  
Content Type ◽  
Internet Voting ◽  
Documentary Analysis ◽  
Governance Effectiveness ◽  
Voting System ◽  
The Relationship

Purpose E-corporate governance or the use of technologies and information systems (ISs) in corporate governance, is still a subject that is too seldom addressed in business research. This paper is at the intersection between two fields of research (corporate governance and the management of ISs), which are interdependent in ways that are still unexplored. The paper analyzes the implications of internet voting (IV) at shareholders’ annual meetings (SAM) for the corporate governance of listed companies in France, in particular for the relationship between executives and shareholders. Most of the studies that have dealt with IV at SAM have focused on techno-legal issues and were often conducted by business law researchers. The purpose of this paper is to investigate the implications of the new voting system through the prism of corporate governance. Design/methodology/approach The authors proceeded by triangulation of methods. This qualitative study is based on observations, interviews and documentary analysis. It assessed the IV implications for both the issuing companies and the shareholders. Findings The new voting system brings undeniable competitive advantage to the issuing company and facilitates shareholders’ activism, yet it has serious risks both for the corporations and for certain categories of the shareholder. Interestingly, the authors propose an original and field-grounded typology that distinguishes the risks and benefits associated with IV in relation to executives’ attitudes. Social implications The paper shows that the resolving of identified deficiencies with IV development could contribute to the alignment of companies’ interests with those of shareholders. Moreover, the study calls for policymakers to appoint an official body to regulate the practical implementation of the new system and to prevent its dissemination being held hostage to the executives’ willingness. Originality/value An original aspect of this research lies in the effective operationalization of the constructs of corporate governance effectiveness with a view to examining corporate governance as a set of technologically mediated practices. Moreover, this study emphasizes the key role of the construct of “executives’ willingness” in facilitating/impeding IV diffusion. This underlies their attempts to reverse the corporate governance relationship.

Networking as a marketing tool in small companies: a random and informal approach

2018 ◽  
Vol 39 (2) ◽  
pp. 47-55 ◽  
Author(s):  
Mário Franco
Keyword(s):  
Design Methodology ◽  
Qualitative Approach ◽  
Small Companies ◽  
Content Type ◽  
Market Opportunities ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Exploratory Case Studies ◽  
Practical Implications ◽  
Informal Approach

Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.

Clusters or un‐clustered industries? Where inter‐firm marketing cooperation matters

2012 ◽  
Vol 27 (5) ◽  
pp. 392-402 ◽  
Author(s):  
Christian Felzensztein ◽  
Eli Gimmon ◽  
Claudio Aqueveque
Keyword(s):  
Latin American ◽  
Marketing Strategies ◽  
Industry Cluster ◽  
Trade Associations ◽  
Content Type ◽  
Firm Cooperation ◽  
Marketing Activities ◽  
New Industry ◽  
Practical Implications

PurposeThis paper aims to focus on the perceived role of clusters in inter‐firm cooperation and social networks.Design/methodology/approachThe study was carried out in a region of Latin America where limited research has been conducted in terms of inter‐firm relationships. Managers from three key natural resources‐based industries in Chile participated in the survey; one of these industries constituted a well‐defined cluster whereas the other two did not. The survey assessed managers' perceptions of the benefits and opportunities of inter‐firm cooperation in strategic marketing activities.FindingsResults support the advantages of clusters. Managers of firms which are part of clustered industries tend to perceive more benefits and opportunities for inter‐firm co‐operation in marketing activities. Additionally, significant differences between clustered and non‐clustered industries in terms of their co‐operation behavior and objectives were found.Research limitations/implicationsThe findings shed light on strategies for the enhancement of inter‐firm cooperation in marketing, of particular value for marketers in small‐and‐medium sized enterprises. The paper suggests establishing new clusters and promoting more regional clusters policies since clustering seems to provide better and positive inter‐firm interaction leading to cooperation.Practical implicationsThere are lessons to be learned at national and regional levels for Latin American and emerging economies fostering new industry cluster policies.Originality/valueClustered firms and industries may result in more innovative marketing strategies at both local and international levels than non‐clustered firms. The authors encourage regional development bodies to foster more cooperation among firms and trade associations.

The art of entrepreneurial market creation

2014 ◽  
Vol 16 (2) ◽  
pp. 163-182 ◽  
Author(s):  
Kim Lehman ◽  
Ian Ronald Fillis ◽  
Morgan Miles
Keyword(s):  
New Venture ◽  
New Venture Creation ◽  
Additional Contribution ◽  
Venture Creation ◽  
Content Type ◽  
Entrepreneurial Marketing ◽  
Market Creation ◽  
Arts Marketing ◽  
The Impact

Purpose – The purpose of this paper is to use the case of the Museum of Old and New Art (MONA) in Hobart, Tasmania, to investigate the role of entrepreneurial marketing (EM) in shaping an arts enterprise. It draws on the notion of effectuation and the process of EM in explaining new venture creation and assesses the part played by David Walsh, the entrepreneurial owner/manager. Design/methodology/approach – This case study analysis enables an in-depth appraisal of the impact of EM and effectuation within the growing domain of arts marketing. Findings – The paper offers a glimpse into how creativity and business interact in the creation of new markets. It demonstrates how formal methods of marketing are bypassed in the search for owner/manager constructed versions of situational marketing. In addition, it provides insight into dominance of entrepreneur-centrism vs customer-centrism in entrepreneurship marketing. An additional contribution to knowledge is the use of effectuation to assist in better understanding of the role of EM in the market creation process. Originality/value – The research carried out here builds on a growing body of work adopting the EM lens to better understand arts marketing and new venture creation.

Scrutinising the role of the Police and Crime Panel in the new era of police governance in England and Wales

2014 ◽  
Vol 13 (1) ◽  
pp. 22-31 ◽  
Author(s):  
Stuart Lister
Keyword(s):  
Research Evidence ◽  
First Year ◽  
Web Pages ◽  
England And Wales ◽  
Content Type ◽  
New Era ◽  
Documentary Analysis ◽  
Political Alignment ◽  
Police Forces

Purpose – The purpose of this paper is to explore the role of Police and Crime Panels (PCPs) within the new constitutional arrangements for governing police forces in England and Wales. Design/methodology/approach – Desktop research of the web pages of PCPs, combined with documentary analysis of reports of panel meetings and a literature review of relevant academic materials. Findings – During the first year of their operation the role of the PCP in the new constitutional arrangements for governing police forces in England and Wales has been widely criticised. This paper explores reasons that may impinge on the effectiveness of these local bodies to scrutinise how Police and Crime Commissioners discharge their statutory functions. In particular, it draws attention to the limited powers of the panel, the contradictions of the “critical/friend” model of scrutiny, the extent of political alignment between “the scrutinisers” and “the scrutinee”, and the ability of the latter to constrain the scrutiny function of the former. Originality/value – This paper is the first to explore the scrutiny role of PCPs in the context of the research evidence regarding the development and use of scrutiny within the local government context.

scholarly journals Entrepreneurial marketing in online businesses

2016 ◽  
Vol 19 (3) ◽  
pp. 310-338 ◽  
Author(s):  
Muhammad Naveed Anwar ◽  
Elizabeth Daniel
Keyword(s):  
Ethnic Minority ◽  
Design Methodology ◽  
Press Coverage ◽  
Content Type ◽  
Entrepreneurial Marketing ◽  
Use Of Resources ◽  
Key Informant ◽  
Marketing Activities ◽  
The Uk ◽  
Minority Entrepreneurs

Purpose The purpose of this paper is to explore the marketing of online businesses operated by ethnic minority entrepreneurs. The authors apply an entrepreneurial marketing lens to explore how such entrepreneurs draw on the resources to market their businesses. They also consider whether online businesses offer such entrepreneurs the opportunity to break out of the highly competitive sectors with which they are traditionally associated. Design/methodology/approach Key informant interviews are undertaken with 22 entrepreneurs operating online businesses in the UK and augmented by complementary sources of data such as their websites and press coverage. Findings Use of an entrepreneurial marketing perspective demonstrates that marketing in such businesses is not haphazard or chaotic. Rather it reflects the emergent and flexible use of resources. The affordances of online businesses appear to offer opportunities for break out, but the reliance on incremental experimentation and copying others results in highly homogeneous approaches to marketing. The authors also provide empirical evidence of the link between visa status and entrepreneurial choices. Originality/value Despite the popularity of online businesses, previous studies have not explored them as an opportunity for ethnic minority entrepreneurs. This study moves the consideration of break out from market-entry to the ongoing marketing activities that sustain a business. It also demonstrates how the domains of ethnic minority entrepreneurship and entrepreneurial marketing can be brought together via a focus on resources. Finally, it enriches entrepreneurial marketing by evidencing connections with notions of effectuation and entrepreneur-venture fit.

scholarly journals Marketing accountability and marketing automation: evidence from Portugal

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susana C. Silva ◽  
Leonardo Corbo ◽  
Božidar Vlačić ◽  
Mariana Fernandes
Keyword(s):  
Design Methodology ◽  
Content Type ◽  
Marketing Automation ◽  
A Value ◽  
Operational Level ◽  
Chief Marketing Officer ◽  
Marketing Activities ◽  
Marketing Accountability ◽  
Return On Marketing

PurposeThe present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing.Design/methodology/approachTo investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal.FindingsBased on the results of the qualitative analysis, a conceptual framework is proposed, which includes both strategic- and operational-level factors with the goal of creating a value-based agenda. In this agenda, executives such as the Chief Marketing Officer emerge as value creators, fostering business scalability, and further arguments are provided to justify budget allocation to MA activities.Originality/valueThrough careful research of the elements that characterize the phenomenon under study, the present paper ultimately contributes to a better understanding of MA and accountability within the current business paradigm.

Analysis of content creation in social media by B2B companies

2015 ◽  
Vol 30 (6) ◽  
pp. 761-770 ◽  
Author(s):  
Lauri Huotari ◽  
Pauliina Ulkuniemi ◽  
Saila Saraniemi ◽  
Minna Mäläskä
Keyword(s):  
Social Media ◽  
Personal Relationships ◽  
Media Content ◽  
Content Type ◽  
B2b Marketing ◽  
Content Creation ◽  
Marketing Activities ◽  
Social Media Tools ◽  
Business To Business

Purpose – The present study aims to examine how business-to-business (B2B) marketers can influence content creation in social media. Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. Design/methodology/approach – Social media tools are becoming an interesting component of B2B marketing because of the roles of personal relationships and interactions in these markets. However, research has not approached social media content creation from a B2B marketing perspective. The present study examines how B2B marketers can influence content creation in social media. Findings – The paper proposes that B2B firms engaging in social media as part of their marketing efforts should carefully consider the roles and activities of various users, which are directed to and by different internal and external users. B2B companies can influence content creation in social media directly by adding new content, participating in discussions and removing content through corporate user accounts and controlling employee social media behavior or indirectly by training employees to create desired content and performing marketing activities that influence other users to create content that is favorable for the company. Originality/value – The study contributes to the theoretical discussion over B2B marketing communication and the role of social media in it.

scholarly journals Strategic complexities and opportunities in Welsh youth justice: exploring YJB Cymru

2014 ◽  
Vol 13 (3) ◽  
pp. 109-119 ◽  
Author(s):  
Stephen Case
Keyword(s):  
Structured Interviews ◽  
Youth Justice ◽  
Policy And Practice ◽  
England And Wales ◽  
Content Type ◽  
Documentary Analysis ◽  
Key Stakeholders ◽  
Practice Development ◽  
Insight Into

Purpose – The paper presents and discusses the findings of a Strategic Insight Programme placement that explored the Youth Justice Board for Wales (YJB Cymru), a division of the YJB for England and Wales since the abolition of the regional structure in April 2012. The focus of the placement was on exploring the role of YJB Cymru in the development of youth justice policy and practice in the unique, partially devolved context of Wales. The paper aims to discuss these issues. Design/methodology/approach – The research was conducted over a six-month period from February to July 2013. A multiple methods design was adopted, consisting of semi-structured interviews with key stakeholders (YJB Cymru staff, Welsh Government staff and Youth Offending Team staff), observations of policy and practice mechanisms (YJB Cymru meetings, YOT projects) and documentary analysis of YJB Cymru publications. Findings – Thematic analyses demonstrated that YJB Cymru has an increasingly important role in policy and practice development structures and processes in England and Wales more broadly (e.g. within the YJB for England and Wales) and in the Welsh national context specifically. YJB Cymru fulfills a role of dual influence – working both with government (UK and Welsh) and youth justice practitioners (mainly YOT managers and staff) to mediate and manage youth justice tensions in the partially devolved Welsh policy context through relationships of reflective and critical engagement. Originality/value – This study draws inspiration from the groundbreaking research of Souhami (2011) and builds on those findings to provide a unique insight into the organisation and role YJB Cymru in the complex and dynamic context of youth justice in Wales.

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