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Article

Grigorios Zontanos and Alistair R. Anderson

This paper considers the role and process of the formation and development of a social network in the furtherance of rural small business. The paper's contribution is in…

Abstract

This paper considers the role and process of the formation and development of a social network in the furtherance of rural small business. The paper's contribution is in enhancing our knowledge about the social aspects of rural networking. The study uses a qualitative approach of data collection involving participant observation and interviews to build a full picture of the networking activities of two competing olive oil producers based in a small village in Greece. The data were analysed by comparative analysis to show that for both cases networking is primarily a social activity. Networking practices involved becoming embedded in the community, building a reputation for usefulness and establishing trust. It was noted that the entrepreneurs both focused on linking activities by using their position within the rural network to establish useful further external linkages.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 10 no. 4
Type: Research Article
ISSN: 1355-2554

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Article

Grigorios Zontanos and Alistair R. Anderson

This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more…

Abstract

This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced conceptualisations of marketing, especially relationship marketing, and those of small business, particularly entrepreneurial small business. Given these theoretical similarities and the ensuing symmetry of actions and behaviours described in theory, the research question is posed, how does an appreciation of these links aid our understanding of entrepreneurial practices? The question is addressed by employing a participant observation methodology to create a case study of one small rural firm and by inductive analysis techniques. The findings show that it is difficult to disentangle or even to distinguish, the practice of relationship marketing from entrepreneurial action. This leads one to suggest that it may be useful to reconsider relationship marketing as a facet of entrepreneurship.

Details

Qualitative Market Research: An International Journal, vol. 7 no. 3
Type: Research Article
ISSN: 1352-2752

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