Pub Date : 2021-05-05DOI: 10.1108/JRME-06-2020-0074
Ashwini Kumar Tewary, R. Mehta
Purpose The purpose of this paper is to frame the guidelines for brand building for micro, small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the brand management process. Design/methodology/approach A qualitative study comprising in-depth interviews of 20 Indian MSME entrepreneurs who had experience with brand-building was conducted. The entrepreneurs were probed regarding the brand management process and their role in the brand-building efforts in their organization. The guidelines that emerged from the study were compared and contrasted with those proposed in Krake’s model, and a new model for brand-building is proposed. Findings The improvised new model highlights the importance of “name of the brand”, “managing finance simultaneously” and “exit strategy” as important factors for the creation of a successful brand, amongst other factors revealed in extant literature. The interviews also reveal that an MSME headed by a passionate entrepreneur who accommodates professional expertise witnesses a greater chance of success. Originality/value In spite of the growing importance of SMEs, scant attention has been paid to the issue of branding in SMEs. This study contributes to the literature on branding and small business research by examining and advancing the brand-building guidelines developed by Krake. It further looks at the role of the entrepreneur in the entire process of brand building in the increasingly evolving Indian market.
{"title":"Brand development and entrepreneur’s role in small businesses","authors":"Ashwini Kumar Tewary, R. Mehta","doi":"10.1108/JRME-06-2020-0074","DOIUrl":"https://doi.org/10.1108/JRME-06-2020-0074","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to frame the guidelines for brand building for micro, small and medium enterprises (MSMEs) and evaluate the role of the entrepreneur in the brand management process.\u0000\u0000\u0000Design/methodology/approach\u0000A qualitative study comprising in-depth interviews of 20 Indian MSME entrepreneurs who had experience with brand-building was conducted. The entrepreneurs were probed regarding the brand management process and their role in the brand-building efforts in their organization. The guidelines that emerged from the study were compared and contrasted with those proposed in Krake’s model, and a new model for brand-building is proposed.\u0000\u0000\u0000Findings\u0000The improvised new model highlights the importance of “name of the brand”, “managing finance simultaneously” and “exit strategy” as important factors for the creation of a successful brand, amongst other factors revealed in extant literature. The interviews also reveal that an MSME headed by a passionate entrepreneur who accommodates professional expertise witnesses a greater chance of success.\u0000\u0000\u0000Originality/value\u0000In spite of the growing importance of SMEs, scant attention has been paid to the issue of branding in SMEs. This study contributes to the literature on branding and small business research by examining and advancing the brand-building guidelines developed by Krake. It further looks at the role of the entrepreneur in the entire process of brand building in the increasingly evolving Indian market.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-05-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44016155","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 : 2021-04-06DOI: 10.1108/jrme-11-2019-0085
J. Felan, Joseph R. Bell, Sadiksha Upadhyay, Vess L. Johnson
Purpose The purpose of this study is to examine entrepreneurial activity in the USA and whether it supports a “pull” or a “push” theory of startup creation. The “push” theory argues that individuals are pushed into entrepreneurship by negative external forces, such as job dissatisfaction, difficulty finding employment, insufficient salary or inflexible work schedule. The “pull” theory contends that individuals are attracted into entrepreneurial activities seeking independence, self-fulfillment, wealth and other desirable outcomes. Design/methodology/approach This paper incorporates three well-established measures when looking at impact factors; unemployment rates, gross domestic product (GDP) and household income. The current study is unique in that it introduces the Kauffman Startup Activity Index (KSAI) as the measure of entrepreneurial activity when examining impact factors. Findings The results of this study support the “pull” theory (or the entrepreneurial effect) of startup activity and further supports the idea that entrepreneurs look for opportunities in the marketplace, rather than being “forced” into self-employment. Research limitations/implications Research is limited to having US data at the national level. Follow-up research could include parsing the data out to the state and local levels. Social implications The results of this study suggest to the economic development community that incentives during times of economic growth could further incent entrepreneurial activity. Originality/value The tact used by the authors is unique in that it relied upon three historical variables – unemployment rates, US GDP and household income – and introduced a new variable, the KSAI, rather than the previously relied upon national startup activity data or startup activity.
{"title":"Economic factors and the Kauffman startup activity index","authors":"J. Felan, Joseph R. Bell, Sadiksha Upadhyay, Vess L. Johnson","doi":"10.1108/jrme-11-2019-0085","DOIUrl":"https://doi.org/10.1108/jrme-11-2019-0085","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine entrepreneurial activity in the USA and whether it supports a “pull” or a “push” theory of startup creation. The “push” theory argues that individuals are pushed into entrepreneurship by negative external forces, such as job dissatisfaction, difficulty finding employment, insufficient salary or inflexible work schedule. The “pull” theory contends that individuals are attracted into entrepreneurial activities seeking independence, self-fulfillment, wealth and other desirable outcomes.\u0000\u0000\u0000Design/methodology/approach\u0000This paper incorporates three well-established measures when looking at impact factors; unemployment rates, gross domestic product (GDP) and household income. The current study is unique in that it introduces the Kauffman Startup Activity Index (KSAI) as the measure of entrepreneurial activity when examining impact factors.\u0000\u0000\u0000Findings\u0000The results of this study support the “pull” theory (or the entrepreneurial effect) of startup activity and further supports the idea that entrepreneurs look for opportunities in the marketplace, rather than being “forced” into self-employment.\u0000\u0000\u0000Research limitations/implications\u0000Research is limited to having US data at the national level. Follow-up research could include parsing the data out to the state and local levels.\u0000\u0000\u0000Social implications\u0000The results of this study suggest to the economic development community that incentives during times of economic growth could further incent entrepreneurial activity.\u0000\u0000\u0000Originality/value\u0000The tact used by the authors is unique in that it relied upon three historical variables – unemployment rates, US GDP and household income – and introduced a new variable, the KSAI, rather than the previously relied upon national startup activity data or startup activity.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43537613","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 : 2021-04-05DOI: 10.1108/JRME-02-2020-0017
Bhairab Chandra Patra, Usha Lenka
Purpose The purpose of this study is to analyze the entrepreneurial intentions (EI) of women to better understand the cognition process of women which will help to identify the reason for their inadequate participation in the field of entrepreneurship. Design/methodology/approach This study follows the method of a traditional literature survey followed by scientometric analysis to identify the primary factors to the EI of women. The factors obtained from the literature review were provided to the nominal group, and the process of nominal group technique (NGT) was carried out to frame a research framework. The factors were then ranked based on their significance using the analytic hierarchy process (AHP), taking into consideration the review of experts. Findings Among the primary factors, personal factors were found to be the most influential factors and weighted 54%. Self-efficacy was found to be the most prominent secondary variable and had a global weight of 22.14%. Research limitations/implications The research outcome has implications for policymaking bodies, investors, academicians and potential women entrepreneurs. Future researchers can apply exploratory research methods and confirmatory research methods to test the research framework. Originality/value Very few researchers have used the technique of scientometric analysis for the review of literature on EI of women, and to the best of the authors’ knowledge, no earlier researcher has attempted to use the technique of NGT or AHP after scientometric analysis.
{"title":"An AHP analysis of scientometrically derived factors of entrepreneurial intentions of women and constructing a conceptual research framework","authors":"Bhairab Chandra Patra, Usha Lenka","doi":"10.1108/JRME-02-2020-0017","DOIUrl":"https://doi.org/10.1108/JRME-02-2020-0017","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to analyze the entrepreneurial intentions (EI) of women to better understand the cognition process of women which will help to identify the reason for their inadequate participation in the field of entrepreneurship.\u0000\u0000\u0000Design/methodology/approach\u0000This study follows the method of a traditional literature survey followed by scientometric analysis to identify the primary factors to the EI of women. The factors obtained from the literature review were provided to the nominal group, and the process of nominal group technique (NGT) was carried out to frame a research framework. The factors were then ranked based on their significance using the analytic hierarchy process (AHP), taking into consideration the review of experts.\u0000\u0000\u0000Findings\u0000Among the primary factors, personal factors were found to be the most influential factors and weighted 54%. Self-efficacy was found to be the most prominent secondary variable and had a global weight of 22.14%.\u0000\u0000\u0000Research limitations/implications\u0000The research outcome has implications for policymaking bodies, investors, academicians and potential women entrepreneurs. Future researchers can apply exploratory research methods and confirmatory research methods to test the research framework.\u0000\u0000\u0000Originality/value\u0000Very few researchers have used the technique of scientometric analysis for the review of literature on EI of women, and to the best of the authors’ knowledge, no earlier researcher has attempted to use the technique of NGT or AHP after scientometric analysis.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46419908","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 : 2021-04-01DOI: 10.1108/JRME-02-2020-0019
M. Bowen
Purpose The purpose of this paper is to assess the motivations and challenges faced by three groups of micro and small entrepreneurs in Jamaica, as well as factors that might contribute to their success. Success was operationally defined in the study as profit. Design/methodology/approach Data from a survey of 192 micro and small entrepreneurs in the urban informal sector of Jamaica were used in the study. The design tracked a descriptive survey approach with multivariate analysis. A structured questionnaire was used to collect the data with some open-ended flexible questions. The structured questionnaires with Likert-type items were used to increase the reliability and the validity of the responses obtained. The open-ended questions were used to gain a better understanding of the background and experience of the respondents and to allow for diverse reactions. Findings Results showed that entrepreneurs are motivated by opportunities to create a job for themselves, to increase their income, to be their own boss and control their own destiny, to gain personal security, to acquire personal wealth and build equity for their retirement. Factors that are perceived critical for their success include working hard, displaying good customer service skills, increase in sales, attracting new customers and selling quality goods and services at competitive prices. Major business problems were identified as weak economy, low sales volume, lack of adequate capital, poor infrastructure, crime and violence and too much competition. Research limitations/implications The results of this research may lack generalizability because of the research approach, design and methodology. Practical implications Implications for policymakers, practice of entrepreneurship in Jamaica as well as information for the academic and research institutions are presented in the paper. Originality/value There are numerous management and economic issues that may be addressed by local and regional initiatives through this study. The government, other policy makers, profit and not-profit organizations may therefore need to look more closely at entrepreneurial education and training, advertising and promotion expertise, technology and other infrastructural development to better assist micro and small entrepreneurs. Additionally, leveraging the local academic, scientific and research base through the creation of technology transfer offices will be critical to entrepreneurial success.
{"title":"Jamaican micro/small entrepreneurs: a comparative assessment of their motivations and problems","authors":"M. Bowen","doi":"10.1108/JRME-02-2020-0019","DOIUrl":"https://doi.org/10.1108/JRME-02-2020-0019","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to assess the motivations and challenges faced by three groups of micro and small entrepreneurs in Jamaica, as well as factors that might contribute to their success. Success was operationally defined in the study as profit.\u0000\u0000\u0000Design/methodology/approach\u0000Data from a survey of 192 micro and small entrepreneurs in the urban informal sector of Jamaica were used in the study. The design tracked a descriptive survey approach with multivariate analysis. A structured questionnaire was used to collect the data with some open-ended flexible questions. The structured questionnaires with Likert-type items were used to increase the reliability and the validity of the responses obtained. The open-ended questions were used to gain a better understanding of the background and experience of the respondents and to allow for diverse reactions.\u0000\u0000\u0000Findings\u0000Results showed that entrepreneurs are motivated by opportunities to create a job for themselves, to increase their income, to be their own boss and control their own destiny, to gain personal security, to acquire personal wealth and build equity for their retirement. Factors that are perceived critical for their success include working hard, displaying good customer service skills, increase in sales, attracting new customers and selling quality goods and services at competitive prices. Major business problems were identified as weak economy, low sales volume, lack of adequate capital, poor infrastructure, crime and violence and too much competition.\u0000\u0000\u0000Research limitations/implications\u0000The results of this research may lack generalizability because of the research approach, design and methodology.\u0000\u0000\u0000Practical implications\u0000Implications for policymakers, practice of entrepreneurship in Jamaica as well as information for the academic and research institutions are presented in the paper.\u0000\u0000\u0000Originality/value\u0000There are numerous management and economic issues that may be addressed by local and regional initiatives through this study. The government, other policy makers, profit and not-profit organizations may therefore need to look more closely at entrepreneurial education and training, advertising and promotion expertise, technology and other infrastructural development to better assist micro and small entrepreneurs. Additionally, leveraging the local academic, scientific and research base through the creation of technology transfer offices will be critical to entrepreneurial success.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49530516","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 : 2021-01-04DOI: 10.1108/jrme-07-2020-0089
Annelies Bobelyn, Bart Claryse, M. Wright
Purpose This paper aims to study the effect of two important marketing decisions on the extent of value capturing by the firm owners. First, it addresses the debate whether acquirers of young technology-based firms value targets that span multiple technology and market categories indicating multiples options for growth or prefer more narrowly defined targets with a clear product and market focus. Second, it investigates to what extent the use of alliances for marketing purposes contributes to value capturing and how they moderate the effect of diversification of technology and marketing. Design/methodology/approach To estimate the acquisition price, a linear regression model is used, including a Heckman correction controlling for the likelihood of being acquired. The hypotheses are tested in a sample of British venture capital backed firms. Findings Firms that convey focus in their marketing activities (either because they focus on a few market categories or because they rely on downstream alliance to market their inventions) receive higher valuations at acquisition than those that diversify. Further, also the size of the product portfolio is negatively correlated to the acquisition price. Finally, the results reveal that firms with a broad patent portfolio can reduce the negative effects on firm value by engaging in less downstream alliances. Originality/value This paper advances existing research on exit strategies for entrepreneurial firms by considering factors explaining acquisition prices, instead of acquisition probabilities. Further, it adds the categorization research by demonstrating how acquirers respond to complex combinations of technology and market categories.
{"title":"Entrepreneurial exit by acquisition: the impact of heterogeneity in products and technology portfolio and marketing capabilities","authors":"Annelies Bobelyn, Bart Claryse, M. Wright","doi":"10.1108/jrme-07-2020-0089","DOIUrl":"https://doi.org/10.1108/jrme-07-2020-0089","url":null,"abstract":"\u0000Purpose\u0000This paper aims to study the effect of two important marketing decisions on the extent of value capturing by the firm owners. First, it addresses the debate whether acquirers of young technology-based firms value targets that span multiple technology and market categories indicating multiples options for growth or prefer more narrowly defined targets with a clear product and market focus. Second, it investigates to what extent the use of alliances for marketing purposes contributes to value capturing and how they moderate the effect of diversification of technology and marketing.\u0000\u0000\u0000Design/methodology/approach\u0000To estimate the acquisition price, a linear regression model is used, including a Heckman correction controlling for the likelihood of being acquired. The hypotheses are tested in a sample of British venture capital backed firms.\u0000\u0000\u0000Findings\u0000Firms that convey focus in their marketing activities (either because they focus on a few market categories or because they rely on downstream alliance to market their inventions) receive higher valuations at acquisition than those that diversify. Further, also the size of the product portfolio is negatively correlated to the acquisition price. Finally, the results reveal that firms with a broad patent portfolio can reduce the negative effects on firm value by engaging in less downstream alliances.\u0000\u0000\u0000Originality/value\u0000This paper advances existing research on exit strategies for entrepreneurial firms by considering factors explaining acquisition prices, instead of acquisition probabilities. Further, it adds the categorization research by demonstrating how acquirers respond to complex combinations of technology and market categories.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44985463","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 : 2020-12-22DOI: 10.1108/jrme-02-2019-0011
N. Madichie
Purpose This study aims to highlight a series of accidents epitomized by the success of a music artist, bringing three streams of literature together – pop culture, entrepreneurship and place branding. Design/methodology/approach Using an illustrative case of a 2012 YouTube hit song, Oppan Gangnam Style, by Korean artist Park Jae-Sang, the artist’s attempt to lampoon the extravagant lifestyle of Gangnam District’s residents accidentally puts them on the global map. The narrative is built around the storytelling approach. Findings The study highlights the intersections of pop culture creativity and entrepreneurship (albeit accidental) with implications for place branding. Research limitations/implications The study is overtly documentary analysis-based and could, therefore be subjected to quantitative analysis in future research. Furthermore, the conceptual model could be tested with additional cases in the future. Originality/value In a broad sense, this study is a pioneering effort in the field of entrepreneurship and its interconnections with other disciplines – marketing (place and entrepreneurship) and pop culture. The conceptual model could form a basis for future research in such intersections.
{"title":"Oppan Gangnam style! A series of accidents – place branding, entrepreneurship and pop culture","authors":"N. Madichie","doi":"10.1108/jrme-02-2019-0011","DOIUrl":"https://doi.org/10.1108/jrme-02-2019-0011","url":null,"abstract":"\u0000Purpose\u0000This study aims to highlight a series of accidents epitomized by the success of a music artist, bringing three streams of literature together – pop culture, entrepreneurship and place branding.\u0000\u0000\u0000Design/methodology/approach\u0000Using an illustrative case of a 2012 YouTube hit song, Oppan Gangnam Style, by Korean artist Park Jae-Sang, the artist’s attempt to lampoon the extravagant lifestyle of Gangnam District’s residents accidentally puts them on the global map. The narrative is built around the storytelling approach.\u0000\u0000\u0000Findings\u0000The study highlights the intersections of pop culture creativity and entrepreneurship (albeit accidental) with implications for place branding.\u0000\u0000\u0000Research limitations/implications\u0000The study is overtly documentary analysis-based and could, therefore be subjected to quantitative analysis in future research. Furthermore, the conceptual model could be tested with additional cases in the future.\u0000\u0000\u0000Originality/value\u0000In a broad sense, this study is a pioneering effort in the field of entrepreneurship and its interconnections with other disciplines – marketing (place and entrepreneurship) and pop culture. The conceptual model could form a basis for future research in such intersections.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-02-2019-0011","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47471623","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 : 2020-11-11DOI: 10.1108/jrme-02-2019-0012
Cynthia O'Regan, Tomás Dwyer, Julie Mulligan
Purpose The purpose of this paper is to examine the nature and influence of artefacts in market-oriented firms. Design/methodology/approach Document analysis, direct observation and 14 key informant interviews were undertaken in 6 case study of companies. Findings The research investigated the nature and influence of four categories of artefacts in market-oriented firms, specifically, stories, arrangements, rituals and language. The four categories of artefacts were found to embody, reinforce, create and compliment the values, norms and behaviours of a market-oriented culture. Market-oriented artefacts are thus core to a market-oriented culture and in developing a market orientation. Research limitations/implications The four categories of artefact, namely, stories, arrangements, rituals and language embody a market-oriented culture; these artefacts are necessary to implement market-oriented behaviours. Artefacts play a significant cultural and behavioural part in creating a market-oriented culture. Practical implications To be a market-oriented firm means implementing a market-oriented culture. This paper requires managers to assess the degree to which they have developed and used market-oriented artefacts in the establishment and strengthening of a market-oriented culture. Originality/value This paper addresses the limited understanding of market-oriented artefacts as an element of a market-oriented culture.
{"title":"An examination of artefacts in market-oriented firms","authors":"Cynthia O'Regan, Tomás Dwyer, Julie Mulligan","doi":"10.1108/jrme-02-2019-0012","DOIUrl":"https://doi.org/10.1108/jrme-02-2019-0012","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to examine the nature and influence of artefacts in market-oriented firms.\u0000\u0000\u0000Design/methodology/approach\u0000Document analysis, direct observation and 14 key informant interviews were undertaken in 6 case study of companies.\u0000\u0000\u0000Findings\u0000The research investigated the nature and influence of four categories of artefacts in market-oriented firms, specifically, stories, arrangements, rituals and language. The four categories of artefacts were found to embody, reinforce, create and compliment the values, norms and behaviours of a market-oriented culture. Market-oriented artefacts are thus core to a market-oriented culture and in developing a market orientation.\u0000\u0000\u0000Research limitations/implications\u0000The four categories of artefact, namely, stories, arrangements, rituals and language embody a market-oriented culture; these artefacts are necessary to implement market-oriented behaviours. Artefacts play a significant cultural and behavioural part in creating a market-oriented culture.\u0000\u0000\u0000Practical implications\u0000To be a market-oriented firm means implementing a market-oriented culture. This paper requires managers to assess the degree to which they have developed and used market-oriented artefacts in the establishment and strengthening of a market-oriented culture.\u0000\u0000\u0000Originality/value\u0000This paper addresses the limited understanding of market-oriented artefacts as an element of a market-oriented culture.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2020-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46370489","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 : 2020-11-11DOI: 10.1108/jrme-02-2019-0014
H. Hendar, M. Zulfa, Alifah Ratnawati, M. Mulyana
Purpose The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products. Design/methodology/approach This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs. Findings The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP. Research limitations/implications In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research. Originality/value By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.
{"title":"Religio-centric product strategy on marketing performance","authors":"H. Hendar, M. Zulfa, Alifah Ratnawati, M. Mulyana","doi":"10.1108/jrme-02-2019-0014","DOIUrl":"https://doi.org/10.1108/jrme-02-2019-0014","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products.\u0000\u0000\u0000Design/methodology/approach\u0000This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs.\u0000\u0000\u0000Findings\u0000The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP.\u0000\u0000\u0000Research limitations/implications\u0000In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research.\u0000\u0000\u0000Originality/value\u0000By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"22 1","pages":"181-203"},"PeriodicalIF":1.9,"publicationDate":"2020-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49594600","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 : 2020-11-11DOI: 10.1108/jrme-07-2018-0038
Hanna Astner, Johan Gaddefors
Purpose The purpose of this paper is to explore the roles of identities in entrepreneurial processes during the development of a new market. Two research questions are used: How do the founder’s identity, corporate identity and market identity interact as a new market is developing, and what are the functions of identity in the entrepreneurial process? Design/methodology/approach This qualitative research is grounded in a study of multiple cases, from which five Swedish start-ups have been selected. Interviews were conducted with the founders at several points in time and accompanied by observations of websites, media performance, policy documents and commercial material. Analysis was conducted in an iterative process between empirics and theory. Findings The findings show how identities develop in entrepreneurs, firms and the market and how the interactions between these three levels of identity affect the development of each. The authors recognize and discuss three functions of identity: a constructing function, in which identity is used to create a new firm and market; a guiding function, which navigates between identities by imposing identity work on founders, firms and markets; and a configuring function, which takes part in shaping contexts. Research limitations/implications This paper opens a space for future research on identities to advance understandings of how new firms and markets are developed. Investigating identity shows the importance of context to entrepreneurial processes. This points towards a need for researching different contexts, but also to the potential limited value of this study. Practical implications The paper offers guidance to founders and managers in understanding and navigating different identities. Founders and managers are provided with a set of critical questions, which aim to assist when managing identity-related concerns. Originality/value There is a vast amount of literature on the development of companies and markets, yet start-ups in new markets operate in different contexts and face different challenges that we know less about. This paper targets the latter and proposes identity as a useful lens for understanding the dynamics between entrepreneurs, start-ups and the new market.
{"title":"Identities at work in developing a new market","authors":"Hanna Astner, Johan Gaddefors","doi":"10.1108/jrme-07-2018-0038","DOIUrl":"https://doi.org/10.1108/jrme-07-2018-0038","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to explore the roles of identities in entrepreneurial processes during the development of a new market. Two research questions are used: How do the founder’s identity, corporate identity and market identity interact as a new market is developing, and what are the functions of identity in the entrepreneurial process?\u0000\u0000\u0000Design/methodology/approach\u0000This qualitative research is grounded in a study of multiple cases, from which five Swedish start-ups have been selected. Interviews were conducted with the founders at several points in time and accompanied by observations of websites, media performance, policy documents and commercial material. Analysis was conducted in an iterative process between empirics and theory.\u0000\u0000\u0000Findings\u0000The findings show how identities develop in entrepreneurs, firms and the market and how the interactions between these three levels of identity affect the development of each. The authors recognize and discuss three functions of identity: a constructing function, in which identity is used to create a new firm and market; a guiding function, which navigates between identities by imposing identity work on founders, firms and markets; and a configuring function, which takes part in shaping contexts.\u0000\u0000\u0000Research limitations/implications\u0000This paper opens a space for future research on identities to advance understandings of how new firms and markets are developed. Investigating identity shows the importance of context to entrepreneurial processes. This points towards a need for researching different contexts, but also to the potential limited value of this study.\u0000\u0000\u0000Practical implications\u0000The paper offers guidance to founders and managers in understanding and navigating different identities. Founders and managers are provided with a set of critical questions, which aim to assist when managing identity-related concerns.\u0000\u0000\u0000Originality/value\u0000There is a vast amount of literature on the development of companies and markets, yet start-ups in new markets operate in different contexts and face different challenges that we know less about. This paper targets the latter and proposes identity as a useful lens for understanding the dynamics between entrepreneurs, start-ups and the new market.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2020-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-07-2018-0038","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42965467","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 : 2020-11-04DOI: 10.1108/jrme-09-2019-0074
K. Arun, Suat Begeç, O. Okun
Purpose This study aims to develop theoretical arguments about the factors promoting nascent intrapreneurship relative to role theory. These arguments principally draw on contributions from interactional and structural sociology. Fixed theoretical tools for intrapreneurship are not quite enough. So, structural and interactionist perspective of sociology is necessary to understand the intrapreneurship concept because intrapreneurs live in a society and shape their course per the expectations of others. Previous approaches depend on individual, organizations or environment to push potential employees to be intrapreneurs. Expectations may be a keystone for intrapreneurship because intrapreneurs have been trying to explain or make progress about what is seen as crucial; more importantly, they learn their roles. Design/methodology/approach This is a conceptual paper about explaining intrapreneurship. Foregoing literature has been trying to explain the phenomenon by individual, organizational or environment endeavors to transform employees to be intrapreneurs. Role theory stems from interactional and structural sociology. Promoting the internal entrepreneur process by overcoming resistance to switching to a more structured management approach and adopting management systems and processes in a timely way is still a vague approach. So, the structural and interactionist perspective of sociology is necessary to understand the concept because intrapreneurship is a contextual factor rather than activity. Findings Expectations can convey what others consider particularly important or necessary. Intrapreneurship is a type of personal entrepreneur role influenced by expectations. Practical implications Intrapreneurship is not solely entrepreneurship in organizations but is also governed by the specific combinations of circumstances generally outside of the organizational environment, such as families, coworkers and friends. Originality/value The present paper seeks to answer three primary research questions: how differentiation among subunits changes intrapreneurship role expectations, how the intrapreneurs’ role has been affected from unlike expectations and are group or team-level expectations on intrapreneurs’ roles distinctive than organization and individual levels.
{"title":"Intrapreneurial behaviors of organizational members. A conceptual view: how contextual expectations can explain the entrepreneurship roles in organizations?","authors":"K. Arun, Suat Begeç, O. Okun","doi":"10.1108/jrme-09-2019-0074","DOIUrl":"https://doi.org/10.1108/jrme-09-2019-0074","url":null,"abstract":"\u0000Purpose\u0000This study aims to develop theoretical arguments about the factors promoting nascent intrapreneurship relative to role theory. These arguments principally draw on contributions from interactional and structural sociology. Fixed theoretical tools for intrapreneurship are not quite enough. So, structural and interactionist perspective of sociology is necessary to understand the intrapreneurship concept because intrapreneurs live in a society and shape their course per the expectations of others. Previous approaches depend on individual, organizations or environment to push potential employees to be intrapreneurs. Expectations may be a keystone for intrapreneurship because intrapreneurs have been trying to explain or make progress about what is seen as crucial; more importantly, they learn their roles.\u0000\u0000\u0000Design/methodology/approach\u0000This is a conceptual paper about explaining intrapreneurship. Foregoing literature has been trying to explain the phenomenon by individual, organizational or environment endeavors to transform employees to be intrapreneurs. Role theory stems from interactional and structural sociology. Promoting the internal entrepreneur process by overcoming resistance to switching to a more structured management approach and adopting management systems and processes in a timely way is still a vague approach. So, the structural and interactionist perspective of sociology is necessary to understand the concept because intrapreneurship is a contextual factor rather than activity.\u0000\u0000\u0000Findings\u0000Expectations can convey what others consider particularly important or necessary. Intrapreneurship is a type of personal entrepreneur role influenced by expectations.\u0000\u0000\u0000Practical implications\u0000Intrapreneurship is not solely entrepreneurship in organizations but is also governed by the specific combinations of circumstances generally outside of the organizational environment, such as families, coworkers and friends.\u0000\u0000\u0000Originality/value\u0000The present paper seeks to answer three primary research questions: how differentiation among subunits changes intrapreneurship role expectations, how the intrapreneurs’ role has been affected from unlike expectations and are group or team-level expectations on intrapreneurs’ roles distinctive than organization and individual levels.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":"1 1","pages":""},"PeriodicalIF":1.9,"publicationDate":"2020-11-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jrme-09-2019-0074","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42024856","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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