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Article
Publication date: 1 July 1999

Audrey Gilmore and Nicole Coviello

This paper discusses methodological issues relevant to research at the marketing/entrepreneurship interface. Based on analysis of 352 papers published in the proceedings…

Abstract

This paper discusses methodological issues relevant to research at the marketing/entrepreneurship interface. Based on analysis of 352 papers published in the proceedings of the annual International Symposium on Research at the Marketing/Entrepreneurship Interface, the paper highlights the importance of contextual issues in interface studies, the role of qualitative and mixed method designs, and the need for further cross‐national investigations.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 1 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 1 July 1999

Claes M. Hultman

In this article the important contributions in marketing made by Nordic researchers and its applicability to studies of the marketing/entrepreneurship interface will be…

Abstract

In this article the important contributions in marketing made by Nordic researchers and its applicability to studies of the marketing/entrepreneurship interface will be discussed. It is argued that much of the contemporary Nordic research in marketing, for example, networks, relationship marketing and recent phenomena such as strategic alliances and imaginary organisations, is important for the understanding of marketing behaviour in entrepreneurial.

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Journal of Research in Marketing and Entrepreneurship, vol. 1 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 1 November 1996

David Carson and Nicole Coviello

Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data…

Abstract

Discusses the emergence of qualitative research in the context of research at the marketing/entrepreneurship interface. Debates which qualitative methods for data collection and analysis are relevant to research in this area. In consideration of this, discusses three topical approaches to research: applying the principles of grounded theory; utilizing computer software in data analysis and theory development; and developing a “stream” of research, combining various qualitative and quantitative methods. Drawing on the logic of the “stream” of research, offers a radical approach which reflects the intuitive research process employed by entrepreneurs. Argues that this might be adopted for qualitative academic research.

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Marketing Intelligence & Planning, vol. 14 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 April 2001

Guido Capaldo, Luca Iandoli, Mario Raffa and Guiseppe Zollo

In this paper the authors address the issue of the management of the marketing/entrepreneurship interface in small entrepreneurial knowledge‐based firms (EKFs). According…

Abstract

In this paper the authors address the issue of the management of the marketing/entrepreneurship interface in small entrepreneurial knowledge‐based firms (EKFs). According to the perspective presented in this work, in such firms, the management of the interface is strictly related to ensuring a suitable balance of market and technological innovation capabilities throughout each phase of firm’s life. In order to contribute to the debate in this research area, the authors propose a theoretical framework based on both organizational configuration and resource‐based theories. Within this theoretical framework, a methodology to evaluate firm’s innovation capabilities based on the use of fuzzy logic is described. The proposed methodology was tested in a field analysis whose results are presented in the paper. On the basis of these empirical results, some useful indications and practical lessons concerning the relationships between marketing/entrepreneurship and innovation in small innovative firms are discussed.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 3 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 1 July 1999

Eleanor Shaw

This paper considers the relevance which networks have for research at the Marketing/Entrepreneurship Interface. The paper argues that while there is some evidence to…

Abstract

This paper considers the relevance which networks have for research at the Marketing/Entrepreneurship Interface. The paper argues that while there is some evidence to suggest that networks are an important tool for entrepreneurial firms, there is a need to more clearly explain what is meant by the terms “network” and “networking”. It is proposed that by using a definition of networks borrowed from the field of social anthropology, current understanding of the marketing benefits that can accrue to firms which make entrepreneurial use of networks can be advanced. Drawing upon the findings of research which employed such a definition, the paper concludes that networks and the activity of networking are indeed important entrepreneurial marketing tools and that further research attention to these is required to acquire a comprehensive understanding of these.

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Journal of Research in Marketing and Entrepreneurship, vol. 1 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 27 April 2010

David J. Hansen and Fabian Eggers

A group of researchers met in Charleston, South Carolina, USA to discuss the past and future of the marketing/entrepreneurship interface. The purpose of this paper is to…

Abstract

Purpose

A group of researchers met in Charleston, South Carolina, USA to discuss the past and future of the marketing/entrepreneurship interface. The purpose of this paper is to summarize main discussions from the three‐day summit.

Design/methodology/approach

Roughly 16 hours of presentations and discussions were digitally recorded. The lead author reviewed the recordings making copious notes, which were organized into 17 themes for further analysis. Future research directions based on discussion around the most poignant themes are reported.

Findings

The paper presents nine categories of discussions around the interface including: the four research perspectives; “the future is in the past;” marketing; entrepreneurship; small business marketing; entrepreneurial marketing; practical significance; context of research; and modeling.

Research limitations/implications

Throughout the nine sections, this paper highlights considerations for future research. It suggests that scholars conducting research at the interface consider the theoretical perspective of their research to improve collective theory building and better positioning. It suggests that scholars also consider the firm and industry context of their empirical research. Finally, it suggests a number of research questions.

Practical implications

The paper suggests that during the research design phase, scholars make efforts to consider the practical significance that will result from their research. In particular, they should consider that research in start‐ups (all businesses start somewhere) and small businesses (the vast majority of all enterprises) can have widespread impacts.

Originality/value

This paper provides a unique approach to conceptually organizing marketing/entrepreneurship interface research and provides an abundant source of ideas for future research.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 12 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 6 February 2019

James M. Crick

The purpose of this paper is to extend the entrepreneurial marketing literature to account for coopetition (the interplay between cooperation and competition). This paper…

Abstract

Purpose

The purpose of this paper is to extend the entrepreneurial marketing literature to account for coopetition (the interplay between cooperation and competition). This paper is also designed to highlight the research gaps surrounding coopetition, so that academics, working at the marketing/entrepreneurship interface, can undertake more investigations linked with this topic.

Design/methodology/approach

The entrepreneurial marketing literature was reviewed to develop a conceptual framework, guided by three research propositions, examining the antecedents and consequences of coopetition, as well as the boundaries of the coopetition–organisational performance relationship.

Findings

Coopetition activities are driven by an organisation-wide coopetition-oriented mindset – the degree to which managers and employees believe in the importance of cooperating with competitors. Also, coopetition can help entrepreneurs access new resources and capabilities from their competitors; however, “too much” coopetition can lead to tensions between such rival firms. Additionally, it is proposed that the relationship between coopetition activities and organisational performance is moderated by competitive intensity (a facet of the competitive business environment). That is, with higher levels of competitive intensity, entrepreneurs are less likely to improve their performance from coopetition activities. That is, the competitive business environment can affect the delicate balance between the forces of cooperativeness and competitiveness.

Originality/value

Entrepreneurial marketing research has concentrated on individualistic perspectives concerning how entrepreneurs operate their businesses. In this viewpoint, the competitive assumptions of the marketing/entrepreneurship interface are extended to account for coopetition. This paper also outlines the areas within the coopetition literature that entrepreneurial marketing scholars should appreciate. Specifically, entrepreneurial marketing scholars are recommended to examine the antecedents and consequences of coopetition, coupled with the moderating role of competitive intensity (a facet of the competitive business environment) in the coopetition–organisational performance relationship. This paper ends with a recommended methodology for academics to test the conceptual framework in future empirical research.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 21 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 1 July 2002

Ian Fillis

Previous work by the author has focused on examining the limitations of the marketing concept and its associated frameworks, processes and prescriptions focusing on a…

Abstract

Previous work by the author has focused on examining the limitations of the marketing concept and its associated frameworks, processes and prescriptions focusing on a planned, strategic, linear, lower risk future for the firm. Emerging research has shown that such frameworks are now dated, despite being continually taught at business schools. Recent research at the interface between Marketing and Entrepreneurship has shown that, as a result of the inadequacies identified, there is hope for the entrepreneurial marketer (practitioner and academician alike) through the generation of alternative perspectives, and ultimately the formation of competing paradigms of marketing enquiry. Small firm marketing research shows that theories of networking, creativity, opportunity recognition and word of mouth marketing are much more valid in terms of their explanation and understanding of how such a firm behaves, rather than to endeavour to fit the square pegs of traditional marketing theory into the dynamic holes of the smaller firm operating environment. Drawing on alternative methodologies from outside the realms of marketing, this paper presents some thoughts on the merits of embracing the philosophy of researchers and practitioners in the arts and other creative fields in order to reach a more valid understanding of smaller firm behaviour.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 4 no. 2
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 27 April 2010

David Carson

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

Abstract

Purpose

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

Design/methodology/approach

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.

Findings

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

Practical implications

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.

Originality/value

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

Details

Journal of Research in Marketing and Entrepreneurship, vol. 12 no. 1
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 1 October 2001

Adrian Sparkes, Brychan Thomas, Nick Clifton and Marco Rosales

A major challenge facing Welsh speciality Small and Medium‐sized Agri‐food Enterprises (SMAFEs) is how to sustain growth in a global market. This can be enhanced through…

Abstract

A major challenge facing Welsh speciality Small and Medium‐sized Agri‐food Enterprises (SMAFEs) is how to sustain growth in a global market. This can be enhanced through e‐commerce and the marketing of product through the Internet to an international audience. Recent research carried out by the Welsh Enterprise Institute (WEI) found that there may only be 10 per cent of Welsh SMAFEs using the Internet for this purpose. The challenge, therefore, is how to enable SMAFEs to market effectively their products; to put these small firms not only in contact with local markets but also international markets; to ensure a range of “authentic” food products is available to Welsh communities in other countries and those people with affinity to “all things Welsh”; and to establish channels that facilitate repeat purchase by visitors to Wales. This challenge can be responded to by enabling SMAFEs to gain access to the Internet and to be confidence in its use, to develop “user friendly” Web sites, to link to overseas markets through the Internet, and to establish a long‐term customer base. The WEI has undertaken a two stage survey to measure SMAFE usage of e‐mail and the Internet in Wales. The buying habits of Welsh Affinity Groups (WAGs) on the Internet in the USA, Canada and other countries has also been studied and it is planned to establish network links between the SMAFEs and the WAGs, and communities overseas. This paper describes the survey of SMAFEs in Wales and reports on the analysis of the findings together with recommendations for the establishment of a comprehensive Welsh food portal. This is related to the study of the WAGs in the USA and Canada and a proposal for the development of a virtual “market place” between the SMAFEs and the WAGs is explored. The WEI has joined forces with Web design companies WebAware and MAWR Ltd., to offer high quality consultancy and advice to provide Web site and e‐commerce solutions relevant to SMAFEs to create an anticipated multi‐million pound net gain to Wales and the Welsh Agri‐food sector through world‐wide sales. A Welsh food portal is therefore of immense importance as a marketing entrepreneurship interfacing tool not only to Agri‐food enterprises in Wales but also to customers from across the World. The paper concludes by arguing for the need for appropriate support to be provided for speciality Welsh SMAFEs to make them aware of the importance of the adoption of e‐commerce including the Internet and Web sites. This paper is a version of one that has been published in the International Journal of Applied Marketing, published by International Marketing Journals, ISSN: 1742‐2612.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 3 no. 3
Type: Research Article
ISSN: 1471-5201

Keywords

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