Pub Date : 2020-10-26DOI: 10.1108/jrme-12-2019-0099
Edita Petrylaite, M. Rusk
Purpose This paper aims to explore the learning styles of nascent entrepreneurs in developing their entrepreneurial marketing (EM) skills in teams whilst studying for the entrepreneurial business degree in one UK university. It advances the interlink between EM and entrepreneurial learning (EL) theories and demonstrates how working in teams assists in developing EM skills through EL in the educational context. Design/methodology/approach This qualitative case study adopts a thematic approach to analysing nine audio-recorded workshops of 13 entrepreneurial students who work in teams to develop entrepreneurial ventures. Audio-recorded sessions were used to monitor the entrepreneurial and marketing behaviour of the young entrepreneurs and reveal the context and skills used in their learning process. Findings The findings show that the observed undergraduate entrepreneurial students develop their EM competence through collective, exploratory and exploitative as well as supportive and individual learning. These learning styles intersect and prove to be effective in mastering both marketing and venture development skills in teampreneurial educational setting. Originality/value This case study demonstrates how the concepts of EM and EL are linked in both theory and practice. It makes suggestions on how entrepreneurial courses at the university could be further developed to assist the young entrepreneurs in effectively acquiring business knowledge and skills. This knowledge can also be implemented by small and large 2 organisations to foster a co-creative collective learning environment leading to more innovations, experimentations and creative thinking.
{"title":"Entrepreneurial marketing learning styles used by entrepreneurial teams","authors":"Edita Petrylaite, M. Rusk","doi":"10.1108/jrme-12-2019-0099","DOIUrl":"https://doi.org/10.1108/jrme-12-2019-0099","url":null,"abstract":"Purpose This paper aims to explore the learning styles of nascent entrepreneurs in developing their entrepreneurial marketing (EM) skills in teams whilst studying for the entrepreneurial business degree in one UK university. It advances the interlink between EM and entrepreneurial learning (EL) theories and demonstrates how working in teams assists in developing EM skills through EL in the educational context. Design/methodology/approach This qualitative case study adopts a thematic approach to analysing nine audio-recorded workshops of 13 entrepreneurial students who work in teams to develop entrepreneurial ventures. Audio-recorded sessions were used to monitor the entrepreneurial and marketing behaviour of the young entrepreneurs and reveal the context and skills used in their learning process. Findings The findings show that the observed undergraduate entrepreneurial students develop their EM competence through collective, exploratory and exploitative as well as supportive and individual learning. These learning styles intersect and prove to be effective in mastering both marketing and venture development skills in teampreneurial educational setting. Originality/value This case study demonstrates how the concepts of EM and EL are linked in both theory and practice. It makes suggestions on how entrepreneurial courses at the university could be further developed to assist the young entrepreneurs in effectively acquiring business knowledge and skills. This knowledge can also be implemented by small and large 2 organisations to foster a co-creative collective learning environment leading to more innovations, experimentations and creative thinking.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2020-10-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-12-2019-0099","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42396407","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-14DOI: 10.1108/jrme-12-2018-0066
Nihar Amoncar
The paper intends to explore the role and function of citizen-led social media forums in the marketing of political discourse. Using the entrepreneurial marketing (EM) perspective of “co-creation of value”, this paper aims to explore the manner in which consumers of political communications in a specific region have created user generated value via setting up Facebook forums to manage the risk created by fake news and the trust deficit between citizens and mainstream media (MSM).,The paper adopts a “netnographic” approach to investigation and the data is analysed manual coding (Kozinets, 2015). Facebook groups form the virtual research field in in the context of this study. This approach is adopted because in a social media environment, netnography capitalises over a growing virtual and online communities and allows researchers to study the richness of these online communities (Mkono and Markwell, 2014).,The study provides insights on how administrators and moderators of Facebook groups create value for other users by identifying and communicating the risks emerging from social media-based political communication. The study finds that such citizen-led initiatives act as online social aggregators. The value that such groups offer its users/members resides within a well-bound, controlled and moderated online medium that encourages users to counter fake news and misinformation – thereby solving a key problem within the user market i.e. citizen-media trust deficit.,The study uses a qualitative, netnographic approach and the emerging insights cannot be generalised. The emergent findings are specific to the context of this study and researchers are encouraged to further test the propositions emerging from this research in varied contexts.,The study extends the application of EM in political contexts using the seven dimensions of EM, which will provide impetus for future political campaigns in terms of unique value creation for publics. The paper also emerges with the role citizen-initiated forums can play in the effective dissemination of digital political communication as user generated content is aiding political debate.,The study helps highlight the role Facebook forums can play in informing the political discourse within a region. The general distrust amongst the citizens over information produced by MSM has meant vocal critics have taken to Facebook to provide their subjective opinions. Although the findings of this study show that such forums can help identify “fake news” and help citizens discuss and debate the truth, it can also become an avenue to manage propaganda amongst the “unaware” citizens. This paper flags up the issues and benefits of using Facebook forums and in conclusion relates them to similar occurrences of the past to make society aware of the pitfalls of managed propaganda.,The paper takes initiative in investigating the use of social media in politics from the citizens’ perspective, which is comparatively marginalised against t
{"title":"Entrepreneurial marketing and digital political communication – a citizen-led perspective on the role of social media in political discourse","authors":"Nihar Amoncar","doi":"10.1108/jrme-12-2018-0066","DOIUrl":"https://doi.org/10.1108/jrme-12-2018-0066","url":null,"abstract":"The paper intends to explore the role and function of citizen-led social media forums in the marketing of political discourse. Using the entrepreneurial marketing (EM) perspective of “co-creation of value”, this paper aims to explore the manner in which consumers of political communications in a specific region have created user generated value via setting up Facebook forums to manage the risk created by fake news and the trust deficit between citizens and mainstream media (MSM).,The paper adopts a “netnographic” approach to investigation and the data is analysed manual coding (Kozinets, 2015). Facebook groups form the virtual research field in in the context of this study. This approach is adopted because in a social media environment, netnography capitalises over a growing virtual and online communities and allows researchers to study the richness of these online communities (Mkono and Markwell, 2014).,The study provides insights on how administrators and moderators of Facebook groups create value for other users by identifying and communicating the risks emerging from social media-based political communication. The study finds that such citizen-led initiatives act as online social aggregators. The value that such groups offer its users/members resides within a well-bound, controlled and moderated online medium that encourages users to counter fake news and misinformation – thereby solving a key problem within the user market i.e. citizen-media trust deficit.,The study uses a qualitative, netnographic approach and the emerging insights cannot be generalised. The emergent findings are specific to the context of this study and researchers are encouraged to further test the propositions emerging from this research in varied contexts.,The study extends the application of EM in political contexts using the seven dimensions of EM, which will provide impetus for future political campaigns in terms of unique value creation for publics. The paper also emerges with the role citizen-initiated forums can play in the effective dissemination of digital political communication as user generated content is aiding political debate.,The study helps highlight the role Facebook forums can play in informing the political discourse within a region. The general distrust amongst the citizens over information produced by MSM has meant vocal critics have taken to Facebook to provide their subjective opinions. Although the findings of this study show that such forums can help identify “fake news” and help citizens discuss and debate the truth, it can also become an avenue to manage propaganda amongst the “unaware” citizens. This paper flags up the issues and benefits of using Facebook forums and in conclusion relates them to similar occurrences of the past to make society aware of the pitfalls of managed propaganda.,The paper takes initiative in investigating the use of social media in politics from the citizens’ perspective, which is comparatively marginalised against t","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"145-159"},"PeriodicalIF":1.9,"publicationDate":"2020-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-12-2018-0066","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49585905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-09-04DOI: 10.1108/jrme-05-2020-0046
Caitlin C. Ferreira, Jeandri Robertson
Literature in the entrepreneurial marketing (EM) field continues to flourish with a noted increase in publications in recent years. This study aims to conduct a bibliographic analysis of EM literature, to examine the intellectual landscape of the field and assess scientific productivity and impact.,A total of 1,363 EM papers, extracted from the Web of Science database, were identified between 2005 and 2019. Co-authorship, citation, co-citation and keyword co-occurrence were examined, identifying the most-prominent authors, articles, journals and countries of publication, citation and co-citation. Network maps were created using VOSviewer.,The findings indicate that EM has become a thriving, multidisciplinary field that has reached a point of maturity, where exploration is seemingly a major focus of the field’s expansion. This maturity is mirrored in the evolution of the EM operationalisation – moving from a narrowly defined scope to a far broader and encompassing operationalisation. Distinct schools of thought emerging in the literature have been identified and emerging trends guiding the future growth of the EM field have been discussed. The expansion of the field continues to be assembled on the foundation of a number of seminal papers.,This research offers an updated examination of the EM field, in particular, including a period of recent expansion in the field. The incorporation of network maps offers a visual depiction of the intellectual landscape of the field.
近年来，创业营销(EM)领域的文献继续蓬勃发展，出版物显著增加。本研究旨在对新兴市场文献进行书目分析，以检查该领域的知识景观，并评估科学生产力和影响。2005年至2019年间，从Web of Science数据库中提取的EM论文共有1363篇。研究了共同作者、引文、共被引和关键词共现，确定了最突出的作者、文章、期刊和出版国家、引文和共被引。使用VOSviewer创建网络地图。研究结果表明，新兴市场已经成为一个蓬勃发展的多学科领域，并已达到成熟，其中勘探似乎是该领域扩张的主要焦点。这种成熟度反映在新兴市场运营化的演变中——从狭义的定义范围向更广泛、更全面的运营化转变。已经确定了文献中出现的不同思想流派，并讨论了指导EM领域未来增长的新兴趋势。这一领域的扩展继续在一些开创性论文的基础上进行。本研究提供了EM领域的最新研究，特别是包括该领域最近的扩张时期。网络地图的结合提供了该领域知识景观的视觉描述。
{"title":"Examining the boundaries of entrepreneurial marketing: a bibliographic analysis","authors":"Caitlin C. Ferreira, Jeandri Robertson","doi":"10.1108/jrme-05-2020-0046","DOIUrl":"https://doi.org/10.1108/jrme-05-2020-0046","url":null,"abstract":"Literature in the entrepreneurial marketing (EM) field continues to flourish with a noted increase in publications in recent years. This study aims to conduct a bibliographic analysis of EM literature, to examine the intellectual landscape of the field and assess scientific productivity and impact.,A total of 1,363 EM papers, extracted from the Web of Science database, were identified between 2005 and 2019. Co-authorship, citation, co-citation and keyword co-occurrence were examined, identifying the most-prominent authors, articles, journals and countries of publication, citation and co-citation. Network maps were created using VOSviewer.,The findings indicate that EM has become a thriving, multidisciplinary field that has reached a point of maturity, where exploration is seemingly a major focus of the field’s expansion. This maturity is mirrored in the evolution of the EM operationalisation – moving from a narrowly defined scope to a far broader and encompassing operationalisation. Distinct schools of thought emerging in the literature have been identified and emerging trends guiding the future growth of the EM field have been discussed. The expansion of the field continues to be assembled on the foundation of a number of seminal papers.,This research offers an updated examination of the EM field, in particular, including a period of recent expansion in the field. The incorporation of network maps offers a visual depiction of the intellectual landscape of the field.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"161-180"},"PeriodicalIF":1.9,"publicationDate":"2020-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-05-2020-0046","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44483206","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-16DOI: 10.1108/jrme-12-2017-0055
I. Sudirman, J. Siswanto, A. Aisha
This study aims to identify the competencies of small- and medium-sized enterprises’ (SMEs) entrepreneurs in the software sector and the perceived level of attainment in each competency. It also examines whether these competencies and their levels affect business turnover and growth (in terms of business scale and duration).,To accomplish this purpose, the study took a quantitative approach, involving a survey of 33 SME entrepreneurs, which was then processed using statistical tests, including chi-square test, Kruskal–Wallis test and ordinal regression.,There were four findings of the study. Firstly, software SME entrepreneurs need 17 competencies, with high levels of soft competencies being required and average levels of technical competencies. Secondly, there are significant differences in perceived levels of customer service orientation (p = 0.089) depending on the scale of the business and in perceived levels of project management (p = 0.087) depending on the duration of the business. Thirdly, customer service orientation (p = 0.031) and project management (p = 0.01) both have a significant influence on business revenues. Fourthly, there were significant gaps in perceived levels of competency (p < 0.05) in achievement orientation, customer service orientation and project management.,There is existing research that conducts competency mappings at the managerial level in large-scale organizations; however, this sort of research in relation to SME entrepreneurs is still lacking. The present study seeks to fill this gap. It also maps integrated entrepreneurial competencies, including soft and technical competencies; a focus that is lacking in previous studies.
{"title":"Software entrepreneurs’ competencies based on business growth","authors":"I. Sudirman, J. Siswanto, A. Aisha","doi":"10.1108/jrme-12-2017-0055","DOIUrl":"https://doi.org/10.1108/jrme-12-2017-0055","url":null,"abstract":"This study aims to identify the competencies of small- and medium-sized enterprises’ (SMEs) entrepreneurs in the software sector and the perceived level of attainment in each competency. It also examines whether these competencies and their levels affect business turnover and growth (in terms of business scale and duration).,To accomplish this purpose, the study took a quantitative approach, involving a survey of 33 SME entrepreneurs, which was then processed using statistical tests, including chi-square test, Kruskal–Wallis test and ordinal regression.,There were four findings of the study. Firstly, software SME entrepreneurs need 17 competencies, with high levels of soft competencies being required and average levels of technical competencies. Secondly, there are significant differences in perceived levels of customer service orientation (p = 0.089) depending on the scale of the business and in perceived levels of project management (p = 0.087) depending on the duration of the business. Thirdly, customer service orientation (p = 0.031) and project management (p = 0.01) both have a significant influence on business revenues. Fourthly, there were significant gaps in perceived levels of competency (p < 0.05) in achievement orientation, customer service orientation and project management.,There is existing research that conducts competency mappings at the managerial level in large-scale organizations; however, this sort of research in relation to SME entrepreneurs is still lacking. The present study seeks to fill this gap. It also maps integrated entrepreneurial competencies, including soft and technical competencies; a focus that is lacking in previous studies.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"111-132"},"PeriodicalIF":1.9,"publicationDate":"2020-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-12-2017-0055","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46405169","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-11DOI: 10.1108/jrme-10-2017-0047
M. Banihani
A strong correlation has been found across several countries between women’s positions in society and economic development, suggesting that there is a relationship between women’s empowerment and countries’ economic development. Despite the impact women have in terms of economic activity and job creation, however, the role of women entrepreneurs is often underplayed and undervalued. Therefore, this paper aims to investigate the challenges women entrepreneurs face in Jordan to uncover ways to empower them.,This qualitative research used in-depth interviews with 15 women to investigate their perceptions regarding the challenges affecting their businesses. Semi-structured interviews were used to allow participants flexibility in expressing their views and experiences. The results from the interviews were analysed using NVIVO software to identify themes and categories.,It was found that women entrepreneurs in Jordan still face many challenges, primarily related to family responsibilities, networking and physical mobility.,Recommendations for scholars and decision makers are presented to reduce the impact of the challenges faced by women entrepreneurs in Jordan.,This research contributes to the current entrepreneurial literature as it provides a deeper understanding of the experiences of women entrepreneurs in Jordan. Thus, it heeds the call for more research on women entrepreneurs in developing countries. In shedding light on the experiences of female entrepreneurs in Jordan, this paper provides strong arguments for challenging the traditional social perceptions regarding the roles of women.
{"title":"Empowering Jordanian women through entrepreneurship","authors":"M. Banihani","doi":"10.1108/jrme-10-2017-0047","DOIUrl":"https://doi.org/10.1108/jrme-10-2017-0047","url":null,"abstract":"A strong correlation has been found across several countries between women’s positions in society and economic development, suggesting that there is a relationship between women’s empowerment and countries’ economic development. Despite the impact women have in terms of economic activity and job creation, however, the role of women entrepreneurs is often underplayed and undervalued. Therefore, this paper aims to investigate the challenges women entrepreneurs face in Jordan to uncover ways to empower them.,This qualitative research used in-depth interviews with 15 women to investigate their perceptions regarding the challenges affecting their businesses. Semi-structured interviews were used to allow participants flexibility in expressing their views and experiences. The results from the interviews were analysed using NVIVO software to identify themes and categories.,It was found that women entrepreneurs in Jordan still face many challenges, primarily related to family responsibilities, networking and physical mobility.,Recommendations for scholars and decision makers are presented to reduce the impact of the challenges faced by women entrepreneurs in Jordan.,This research contributes to the current entrepreneurial literature as it provides a deeper understanding of the experiences of women entrepreneurs in Jordan. Thus, it heeds the call for more research on women entrepreneurs in developing countries. In shedding light on the experiences of female entrepreneurs in Jordan, this paper provides strong arguments for challenging the traditional social perceptions regarding the roles of women.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"133-144"},"PeriodicalIF":1.9,"publicationDate":"2020-05-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-10-2017-0047","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49305667","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-06DOI: 10.1108/jrme-04-2018-0023
H. Estelami
Entrepreneurial aspirations are essential to the creation and survival of many businesses and to the economic development of nations. Understanding the drivers of entrepreneurial intentions is therefore of central importance from both academic and public policy perspectives. This study aims to explore how entrepreneurial intentions are affected by an individual’s need for cognition (NFC), gender, risk preferences and educational profile.,Using survey data from 668 individuals, the effects of the above factors are empirically established and the mediating role of decision confidence is also examined.,The results indicate that NFC, gender and risk preferences affect entrepreneurial intentions. Furthermore cross-disciplinary differences in entrepreneurial intentions are found within the different sub-disciplines of business.,This paper expands the current body of literature by exploring the combined NFC with risk preferences and gender, on individuals’ entrepreneurial intentions. Furthermore, the entrepreneurial intentions of marketing majors are also contrasted with those of other majors.,The findings of the study identify drivers of entrepreneurial intentions and their varying effects. The results can assist in the development and customization of training programs for entrepreneurs.,To the best of the author’s knowledge, this is the first study to examine the combined effects of NFC, gender, risk preferences and educational profile on entrepreneurial intentions.
{"title":"The effects of need for cognition, gender, risk preferences and marketing education on entrepreneurial intentions","authors":"H. Estelami","doi":"10.1108/jrme-04-2018-0023","DOIUrl":"https://doi.org/10.1108/jrme-04-2018-0023","url":null,"abstract":"Entrepreneurial aspirations are essential to the creation and survival of many businesses and to the economic development of nations. Understanding the drivers of entrepreneurial intentions is therefore of central importance from both academic and public policy perspectives. This study aims to explore how entrepreneurial intentions are affected by an individual’s need for cognition (NFC), gender, risk preferences and educational profile.,Using survey data from 668 individuals, the effects of the above factors are empirically established and the mediating role of decision confidence is also examined.,The results indicate that NFC, gender and risk preferences affect entrepreneurial intentions. Furthermore cross-disciplinary differences in entrepreneurial intentions are found within the different sub-disciplines of business.,This paper expands the current body of literature by exploring the combined NFC with risk preferences and gender, on individuals’ entrepreneurial intentions. Furthermore, the entrepreneurial intentions of marketing majors are also contrasted with those of other majors.,The findings of the study identify drivers of entrepreneurial intentions and their varying effects. The results can assist in the development and customization of training programs for entrepreneurs.,To the best of the author’s knowledge, this is the first study to examine the combined effects of NFC, gender, risk preferences and educational profile on entrepreneurial intentions.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"93-109"},"PeriodicalIF":1.9,"publicationDate":"2020-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-04-2018-0023","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48662102","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-02DOI: 10.1108/jrme-11-2018-0060
P. Ensign, M. Scopelliti
This paper aims to present the challenges faced by a small startup as entrepreneurship and marketing intersect to influence the success or failure of the venture. The entrepreneurial marketing focus of the case provides a deeper understanding of the practice-based interface of these two disciplines. The case focuses on the vision of two entrepreneurs and how they use the value creation process of opportunity recognition, evaluation and development to design a consulting service for Canadian firms that want to do business in China. It also provides insight on the difficulty of creating, communicating, selling and delivering a new consulting service to the Canadian business community.,The case is based on extensive interviews with QiaoLinx Inc.’s founders, relevant others and secondary data including press releases, social media and promotional material.,The events, issues and questions presented to track the entrepreneurial actions and marketing process of a startup from concept to market to tipping-point. The case is intended to serve as an instructional platform that encourages deductive reasoning in analyzing and synthesizing the application of entrepreneurship and marketing theories.,This teaching case can be used in undergraduate or graduate courses in entrepreneurship, marketing, new venture creation and international business. Researchers, faculty, practitioners and students can use the case to engage in a discussion on the underlying theories of entrepreneurship and marketing.
{"title":"QiaoLinx Inc.: assisting Canadian firms build successful business relationships in China","authors":"P. Ensign, M. Scopelliti","doi":"10.1108/jrme-11-2018-0060","DOIUrl":"https://doi.org/10.1108/jrme-11-2018-0060","url":null,"abstract":"This paper aims to present the challenges faced by a small startup as entrepreneurship and marketing intersect to influence the success or failure of the venture. The entrepreneurial marketing focus of the case provides a deeper understanding of the practice-based interface of these two disciplines. The case focuses on the vision of two entrepreneurs and how they use the value creation process of opportunity recognition, evaluation and development to design a consulting service for Canadian firms that want to do business in China. It also provides insight on the difficulty of creating, communicating, selling and delivering a new consulting service to the Canadian business community.,The case is based on extensive interviews with QiaoLinx Inc.’s founders, relevant others and secondary data including press releases, social media and promotional material.,The events, issues and questions presented to track the entrepreneurial actions and marketing process of a startup from concept to market to tipping-point. The case is intended to serve as an instructional platform that encourages deductive reasoning in analyzing and synthesizing the application of entrepreneurship and marketing theories.,This teaching case can be used in undergraduate or graduate courses in entrepreneurship, marketing, new venture creation and international business. Researchers, faculty, practitioners and students can use the case to engage in a discussion on the underlying theories of entrepreneurship and marketing.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"79-92"},"PeriodicalIF":1.9,"publicationDate":"2020-05-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-11-2018-0060","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47538357","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-04-10DOI: 10.1108/jrme-02-2019-0017
Barry Ardley, Sanngarri Naikar
Purpose: To understand the role played by tacit knowledge in marketing decision making in SMEs and to extrapolate the ramifications, in terms of practice and theory generation Design/methodology/approach: In order to provide support for the existence of tacit expertise, research was framed around three key questions and in depth interview data drawn from SME senior managers. Although limited in number, interviewees represent a range of different types of SME business. Findings: In SMEs, tacit knowledge presents a reservoir of expertise that reflects the recondite characteristics of marketing decision making. Strategies in marketing were found to be about locally situated networks, intersubjective knowledge and intuitive based judgements that led to important company advantages in the market place. Practical implications: Based on an analysis of the findings and despite the abstruse nature of tacit knowledge, this paper tentatively suggests ways for marketers to unravel it. The suggestion is that tacit and locally significant experience and expertise in marketing is a basis for theory and practice, with potential for dissemination Originality/value: Tacit knowledge is a notable, yet widely overlooked area of SME marketing. Highlighted here are both managerial and learning challenges in terms of better conceptualising our understanding of marketing and SME activity regarding this largely unarticulated base of practice.
{"title":"Unravelling the unarticulated: SME managers and the role of tacit expertise in marketing","authors":"Barry Ardley, Sanngarri Naikar","doi":"10.1108/jrme-02-2019-0017","DOIUrl":"https://doi.org/10.1108/jrme-02-2019-0017","url":null,"abstract":"Purpose: To understand the role played by tacit knowledge in marketing decision making in SMEs and to extrapolate the ramifications, in terms of practice and theory generation \u0000Design/methodology/approach: In order to provide support for the existence of tacit expertise, research was framed around three key questions and in depth interview data drawn from SME senior managers. Although limited in number, interviewees represent a range of different types of SME business. \u0000Findings: In SMEs, tacit knowledge presents a reservoir of expertise that reflects the recondite characteristics of marketing decision making. Strategies in marketing were found to be about locally situated networks, intersubjective knowledge and intuitive based judgements that led to important company advantages in the market place. \u0000Practical implications: Based on an analysis of the findings and despite the abstruse nature of tacit knowledge, this paper tentatively suggests ways for marketers to unravel it. The suggestion is that tacit and locally significant experience and expertise in marketing is a basis for theory and practice, with potential for dissemination \u0000Originality/value: Tacit knowledge is a notable, yet widely overlooked area of SME marketing. Highlighted here are both managerial and learning challenges in terms of better conceptualising our understanding of marketing and SME activity regarding this largely unarticulated base of practice.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"65-78"},"PeriodicalIF":1.9,"publicationDate":"2020-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-02-2019-0017","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47800209","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-12-16DOI: 10.1108/jrme-05-2018-0030
Linden Dalecki
The purpose of this study is to provide a general review of the existing academic and practitioner literatures, pertaining to entrepreneurial selling with a view to articulate major entrepreneurial selling practices, patterns and principles that lead to entrepreneurial success and to propose two four-quadrant matrices.,The paper explores commonalities and distinctions in the entrepreneurial selling concepts articulated by Deutsch and Wortmann and Onyemah and Rivera-Pesquera – and relevant writings by Blank as well as Sarasvathy – are explored and analyzed.,It was found that the early stage entrepreneurial selling activities of founders – as a means of gleaning prospective customer feedback for product prototyping – form the core of contemporary entrepreneurial selling conceptualizations. Two provisional four-quadrant entrepreneurial selling matrices are proposed corresponding to the literature reviewed.,It is hoped that the two four-quadrant matrices might serve as a springboard for future researchers interested in exploring entrepreneurial selling. The notion of preliminary selling as a valuable form of marketing research is also worthy of future research.,Given the extent to which the perspectives of entrepreneurship practitioners, clinical professors and consultants are cited and explored, manifold aspects of entrepreneurial selling are put forth. The various approaches to preliminary selling that are explored are of especially high value to practitioners.,This is the first paper to fully explore the commonalities and distinctions across the entrepreneurial selling conceptualizations developed by Deutsch and Wortmann, as well as by Onyemah and Rivera-Pesquera, and the first to propose a conceptual framework focused specifically on entrepreneurial selling.
{"title":"Entrepreneurial selling in context","authors":"Linden Dalecki","doi":"10.1108/jrme-05-2018-0030","DOIUrl":"https://doi.org/10.1108/jrme-05-2018-0030","url":null,"abstract":"The purpose of this study is to provide a general review of the existing academic and practitioner literatures, pertaining to entrepreneurial selling with a view to articulate major entrepreneurial selling practices, patterns and principles that lead to entrepreneurial success and to propose two four-quadrant matrices.,The paper explores commonalities and distinctions in the entrepreneurial selling concepts articulated by Deutsch and Wortmann and Onyemah and Rivera-Pesquera – and relevant writings by Blank as well as Sarasvathy – are explored and analyzed.,It was found that the early stage entrepreneurial selling activities of founders – as a means of gleaning prospective customer feedback for product prototyping – form the core of contemporary entrepreneurial selling conceptualizations. Two provisional four-quadrant entrepreneurial selling matrices are proposed corresponding to the literature reviewed.,It is hoped that the two four-quadrant matrices might serve as a springboard for future researchers interested in exploring entrepreneurial selling. The notion of preliminary selling as a valuable form of marketing research is also worthy of future research.,Given the extent to which the perspectives of entrepreneurship practitioners, clinical professors and consultants are cited and explored, manifold aspects of entrepreneurial selling are put forth. The various approaches to preliminary selling that are explored are of especially high value to practitioners.,This is the first paper to fully explore the commonalities and distinctions across the entrepreneurial selling conceptualizations developed by Deutsch and Wortmann, as well as by Onyemah and Rivera-Pesquera, and the first to propose a conceptual framework focused specifically on entrepreneurial selling.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"21 1","pages":"103-125"},"PeriodicalIF":1.9,"publicationDate":"2019-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-05-2018-0030","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43212042","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-12-16DOI: 10.1108/jrme-07-2017-0022
Rachel Noorda
The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises (SMEs) in the book industry in Scotland.,This paper uses a mixed-method approach to investigate place brand adoption for product branding by SMEs in the Scottish book industry through the analysis of Scotland’s place brand identifiers in a corpus of 208 online book blurbs.,Results from the analysis show that, amongst SMEs in the Scottish publishing industry, smaller companies are more likely to use Scotland place brand identifiers in product marketing.,This is the first study to analyze book blurbs from a marketing perspective and it is one of the few articles on product-place co-branding. Additionally, branding in SMEs is a relatively new and uncharted area of research to which this study contributes, and branding in book publishing is also a scarcely researched area, to which this study offers new, empirical data about the relationship between place brands and product brands.
{"title":"Borrowing place brands: product branding from SMEs in the publishing industry","authors":"Rachel Noorda","doi":"10.1108/jrme-07-2017-0022","DOIUrl":"https://doi.org/10.1108/jrme-07-2017-0022","url":null,"abstract":"The purpose of this paper is to empirically test how company size affects the use of Scotland’s place brand in product branding by small and medium-sized enterprises (SMEs) in the book industry in Scotland.,This paper uses a mixed-method approach to investigate place brand adoption for product branding by SMEs in the Scottish book industry through the analysis of Scotland’s place brand identifiers in a corpus of 208 online book blurbs.,Results from the analysis show that, amongst SMEs in the Scottish publishing industry, smaller companies are more likely to use Scotland place brand identifiers in product marketing.,This is the first study to analyze book blurbs from a marketing perspective and it is one of the few articles on product-place co-branding. Additionally, branding in SMEs is a relatively new and uncharted area of research to which this study contributes, and branding in book publishing is also a scarcely researched area, to which this study offers new, empirical data about the relationship between place brands and product brands.","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"21 1","pages":"57-75"},"PeriodicalIF":1.9,"publicationDate":"2019-12-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-07-2017-0022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43609559","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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