Search results

Argues that some radically new thinking is needed in the provision of training for marketing managers, and supports the argument with experience gained in the SME sector.

This paper aims to be a reflection on the marketing/entrepreneurship interface paradigm after ten years.

The paper reviews original comments made in the inaugural issue Journal of Research in Marketing and Entrepreneurship and uses relevant parts of this to serve as a foundation for contemporary reflections.

The paper finds that perhaps there is a need to refocus research initiatives towards small business (SB) marketing/entrepreneurship.

Given the dearth of knowledge within the small business sector of WEB and WEB 2.0 as potential business tools, there are potentially huge practical implications stemming from meaningful research outcomes.

Comments are original thought based on many years' research and practice in the SB marketing/entrepreneurship interface.

Focuses on the issue of how to improve quality in marketing with references to a services context. Offers a definition of Services Marketing and Quality in Marketing and attempts to match the dimensions of both by way of a Holistic Model for quality improvement in a services context. Applies model to a services marketing situation, namely the Stena Sealink company′s attempt at improving the quality of its marketing offerings.

The authors describe a research model that they have found particularly helpful in their pursuit of “Interface” research. They are keen to share what they consider good practice with other colleagues who are either considering conducting research into, or are keen to start researching into, the “Interface”.

While management is considered relatively immature compared to other social sciences, for over half the lifespan of the discipline, the field has been bombarded with “fads”. For the purposes of this manuscript, fads are defined as “managerial interventions which appear to be innovative, rational, and functional and are aimed at encouraging better organizational performance”. This definition draws on and integrates a number of theorists’ conceptualizations of fads. Notably, however, there is some point at which a fad sufficiently demonstrates its effectiveness in numerous and diverse settings to warrant an evolution from fad status to something which implies more permanence. This issue is addressed in a theoretical model which traces the process of fad adoption using historical bibliometric data. The model offers propositions concerning the precursors, moderators, and outcomes of adoption.

Discusses some of the features of small firms and emphasizes that business proprietors have a different approach to marketing than do marketing managers in large concerns. Examines some empirical evidence which showed about two‐thirds of small firms had a nonmarketing approach, almost a third were implicit marketers while very few were sophisticated marketers. Surmises that small firms require a high level of simplicity in their marketing approach if it is to be successful.

What is the best approach to take when researching marketing planning in small firms? Some of the previous literature, methodology and characteristics of such research are reviewed. The article concludes that the most appropriate approach may be “exploratory” and “descriptive” because small firms cannot be neatly defined.

Focuses on the products and services available on ferry travel and passenger reaction to these services. Addresses the issue of whether cultural differences affect customer responses to marketing activity on‐board. Gives a description of a comparative study undertaken to examine and compare British and Scandinavian passengers′ response to the variety of products and services offered on board a variety of British and Scandinavian operated ferries. As a result of this study, argues that there is a clear need for adapting the generic ferry product/service to suit specific routes and local customer preferences. Focuses on this issue by describing the efforts of one of the major ferry operators on the Irish/Scottish route which is adapting the corporate product to suit local customer requirements.

The network construct is in common usage in entrepreneurship research. However while the increasing use of the construct has furthered our understanding of the phenomenon of entrepreneurship, its popularity has sometimes led to misapplication and inconsistent research findings. Traces the development of the network concept in the two strands of research that have dominated this field, namely inter‐organisational networks and the entrepreneur’s personal network. Discusses the specific contexts in which these two branches have received most attention. Proposes that several key areas have been relatively neglected and offers direction for future research which would serve to improve our understanding of the entrepreneurial process.