1 - 6 of 6 articles
Purpose – The purpose of this paper is to examine the distribution channels used by a Nigerian sample of apparel producers and investigate the association between the channels in use and the sample’s export involvement. In this era of sophisticated computer- and internet-mediated marketing...
Purpose – The purpose of this paper is to contribute to the entrepreneurial marketing (EM) and small- and medium-sized enterprise (SME) brand management knowledge. It explores the brand management practices of four entrepreneurially driven market innovators. The authors add theoretical and...
Purpose – The purpose of this paper, conducted within an emerging market context, was to investigate the influence of colour in packaging on the purchase intent of consumers for bottled water. Colour, whether in branding or packaging, has always been an important attribute in attracting the...
Purpose – This paper aims to explore networks in relation to small professional service businesses. Both the structural and relational components of networks are considered to better understand what networks are and how they operate. The paper investigates the link between networks and marketing...
Purpose – The purpose of this paper is to investigate the role of entrepreneurial orientation (EO) in promoting competitive intelligence (CI). CI is an organization’s capability to acquire and decode competitor information to enhance its competencies for capturing opportunities in the market...
Purpose – The aim of this paper is to analyse why Italian small and medium enterprises (SMEs) pursue internationalization (current and future entry modes, motivations, advantages and difficulties) and how they go about it, with reference to four key areas: innovation and technology, networking,...
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