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Demonstrates how a single case study/action science methodology was applied by the researchers in assisting the lead entrepreneur and management team in a small firm to develop marketing planning competencies, thereby ensuring company growth and hopefully survival. The research illustrates how...
Explores the relationship between marketing theory and marketing activity within the context of rural entrepreneurship. The key to unlocking our understanding the dynamics of this relationship was to use a number of qualitative techniques including participant observation and unstructured...
Contrasts prospecting research with in‐depth qualitative research and statistical survey research. Presents a simple model – in mathematical terms, and as a numerical table – to relate the size of a sample to its power in terms of exploring the diversity of possibilities in a market. One...
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