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Article
Publication date: 17 October 2016

Merie Joseph Kannampuzha and Mari Suoranta

The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise.

Abstract

Purpose

The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise.

Design/methodology/approach

The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for the research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports.

Findings

The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address resource constraints in the early stage of the development of a social enterprise. Further studies need to be conducted to test the applicability of network bricolage among a variety of small and medium-sized enterprises and start-ups. Bricolage could be explored in more detail as an alternative to resource leveraging to understand the marketing activities of social businesses in their initial stages.

Research limitations/implications

Network bricolage is a type of bricolage in which an entrepreneur utilizes existing personal and professional networks as a resource at hand. Although networking and resource leveraging imply that the founders of an organization pursue resources from previously unknown people, network bricolage involves already known contacts of the entrepreneur.

Practical implications

Another type of bricolage that observed by the authors was entrepreneurship education bricolage. A combination of students, business mentors and university resources such as faculty members was utilized as an ingenuity mechanism to develop creative solutions for a shortage of marketing resources.

Originality/value

The theoretical framework of entrepreneurial bricolage is applied in the context of the marketing of a social enterprise.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 18 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 16 May 2016

Mehmet Haluk Koksal

The purpose of this paper is to identify the factors that differentiate customers with high intentions to adopt mobile banking from others. This study examined the effect of…

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Abstract

Purpose

The purpose of this paper is to identify the factors that differentiate customers with high intentions to adopt mobile banking from others. This study examined the effect of perceived usefulness, ease of use, perceived credibility, trust, normative pressure, self-efficacy, compatibility, and trialability. It also included demographics as control variables.

Design/methodology/approach

The data were collected using the snowball approach. The respondents filled in a structured questionnaire in February 2014 in Beirut, Lebanon. In total, 800 responses were received, 776 of which were completed and analysed.

Findings

This study showed that perceived compatibility, trialability, perceived usefulness, ease of use, perceived credibility, and trust positively and significantly discriminate high-mobile banking adopters from low adopters. This study also found that perceived self-efficacy separates customers through their willingness to adopt mobile banking.

Originality/value

Although a handful of studies examined the adoption of mobile banking, the factors differentiating customers with high-adoption intentions from other customers have not been extensively addressed in the literature. In an attempt to at least partially address these factors, this study attempts to identify those that lead to high-adoption intentions in Lebanon.

Details

International Journal of Bank Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Book part
Publication date: 24 February 2023

Sarahit Castillo-Benancio, Aldo Alvarez-Risco, Flavio Morales-Ríos, Maria de las Mercedes Anderson-Seminario and Shyla Del-Aguila-Arcentales

In a pandemic framework (COVID-19), this chapter explores the impact of the global economy and socio-cultures concerning three axes: recreational, tourism, and hospitality…

Abstract

In a pandemic framework (COVID-19), this chapter explores the impact of the global economy and socio-cultures concerning three axes: recreational, tourism, and hospitality. Although we slowly see an economic revival, it is well known that this sector of study is very susceptible to being affected by the context of nations. Following restrictions and measures taken by governments around the world to reduce the number of cases of coronavirus infections, many nations closed their borders, affecting international travel and by 2020 tourism had been reduced to the near cessation of operations due to the imminent fear of this poorly studied disease, and the service sector was negatively affected. It should be added that, according to the World Tourism Organization's projections, a decrease of between 20 and 30% is forecast for 2020 compared to the previous year.

Details

Sustainable Management in COVID-19 Times
Type: Book
ISBN: 978-1-80382-597-7

Keywords

Article
Publication date: 16 April 2024

Dana F. Kakeesh

This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering…

Abstract

Purpose

This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering start-ups. It aims to understand the myriad factors that influence their entrepreneurial journey, from motivation to the future of their niche.

Design/methodology/approach

Adopting a qualitative lens, this study is anchored in semi-structured interviews encompassing 20 Jordanian women entrepreneurs. Following this, thematic analysis was deployed to dissect and categorize the garnered insights into ten salient themes.

Findings

The study reveals that personal experiences and challenges are pivotal in directing these women towards niche markets, aligning with the theory of planned behaviour (TPB). Tools such as digital instruments, customer feedback and innovative strategies like storytelling and augmented reality are integral to their entrepreneurial success, resonating with the resource-based view (RBV). Additionally, challenges like cultural barriers and infrastructural limitations are navigated through adaptive strategies, reflecting the resilience inherent in these entrepreneurs. Networking, mentorship, embracing technological advancements and implementing sustainable practices are highlighted as crucial elements underpinned by the social identity theory (SIT).

Originality/value

Contrary to the extant body of research, this study provides new insights into the challenges faced by women entrepreneurs in Jordan, highlighting the practical relevance of theories like TPB, RBV and SIT for both policymakers and the start-up community in niche markets.

Details

Journal of Research in Marketing and Entrepreneurship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1471-5201

Keywords

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