Journal of Research in Marketing and Entrepreneurship: Volume 14 Issue 2


Table of contents

Strategic branding roadmap for SMEs operating in business‐to‐business sector: A study on Indian auto component sector

Dilip Roy, Saikat Banerjee

Operating as a commodity disables the scope of differentiation. In turn, the organization becomes vulnerable to competition. A strong brand ensures the selling company to get…


Entrepreneurial marketing and accommodation businesses in East Peninsular Malaysia

Mastura Jaafar

The development of tourism and the hospitality industry has facilitated the proliferation of many small and medium accommodation businesses in this region. These usually depend on…


Entrepreneurial groups in Ireland and Wales: A preliminary typology of entrepreneurs using a marketing segmentation approach

David John Dowell, Chris Dawson, Nerys Fuller‐Love, Benjamin Hopkins

The purpose of this paper is to use a marketing segmentation approach based upon attitudes and perceptions of centrality, trust, communication, conflict resolution, benefits and…

New approaches to heuristic processes and entrepreneurial cognition of the market

Simone Guercini

The purpose of this paper is to examine the contribution that the study of heuristic processes can make to a better understanding of the gap between marketing theory and practice…


Relationship between entrepreneurship, innovation and performance: Comparing small and medium‐size enterprises

Nelson Oly Ndubisi, Khurram Iftikhar

The purpose of this paper is to investigate the relationship between entrepreneurship, innovation and quality performance in small and medium‐size enterprises (SMEs), and if such…

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  • Rosalind Jones