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The development and application of a qualitative approach to researching the marketing networks of small firm entrepreneurs

Jimmy Hill (Jimmy Hill is Lecturer in Marketing at the School of Management, University of Ulster at Jordanstown, Northern Ireland, UK)
Pauric McGowan (Pauric McGowan is Lecturer in Marketing at the School of Management, University of Ulster at Jordanstown, Northern Ireland, UK)
Paula Drummond (Paula Drummond is at PDM Associates, Bangor, Northern Ireland, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 August 1999

2740

Abstract

Outlines a qualitative methodology for researching in entrepreneurial small firms and through an application of this methodology to a group of five entrepreneurs, illustrates its appropriateness in explaining how such firms manage and develop their personal contact networks over the life cycle of an enterprise. Draws on the relevant literature to provide a contextual setting for the research. The research approach adopted is largely inductive and it resulted in the emergence of a theoretical model of network evolution for owner‐managed entrepreneurial small firms.

Keywords

Citation

Hill, J., McGowan, P. and Drummond, P. (1999), "The development and application of a qualitative approach to researching the marketing networks of small firm entrepreneurs", Qualitative Market Research, Vol. 2 No. 2, pp. 71-81. https://doi.org/10.1108/13522759910269982

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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