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

Michael Beverland (Senior Lecturer in the Department of Marketing at Monash University, Caulfield East, Australia)
Lawrence S. Lockshin (Professor at the Wine Marketing Research Group, University of South Australia, Adelaide, Australia)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 September 2004



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‐depth case study, identifies that SMEs do benefit from constant actions, but only if guided by a strong set of positioning values, which are diffused into an organisational culture, primarily via the actions of the leader.



Beverland, M. and Lockshin, L.S. (2004), "Crafting a competitive advantage: tempering entrepreneurial action with positioning‐based values", Qualitative Market Research, Vol. 7 No. 3, pp. 172-182.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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