Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Relationships, marketing and small business: an exploration of links in theory and practice

Relationships, marketing and small business: an exploration of links in theory and practice This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced conceptualisations of marketing, especially relationship marketing, and those of small business, particularly entrepreneurial small business. Given these theoretical similarities and the ensuing symmetry of actions and behaviours described in theory, the research question is posed, how does an appreciation of these links aid our understanding of entrepreneurial practices? The question is addressed by employing a participant observation methodology to create a case study of one small rural firm and by inductive analysis techniques. The findings show that it is difficult to disentangle or even to distinguish, the practice of relationship marketing from entrepreneurial action. This leads one to suggest that it may be useful to reconsider relationship marketing as a facet of entrepreneurship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Relationships, marketing and small business: an exploration of links in theory and practice

Download PDF
9 pages

Loading next page...
 
/lp/emerald-publishing/relationships-marketing-and-small-business-an-exploration-of-links-in-uuvSLZO7BB
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750410540236
Publisher site
See Article on Publisher Site

Abstract

This paper explores the links between the theory and practices of marketing and small business. The review of the literature highlights the close association of the more advanced conceptualisations of marketing, especially relationship marketing, and those of small business, particularly entrepreneurial small business. Given these theoretical similarities and the ensuing symmetry of actions and behaviours described in theory, the research question is posed, how does an appreciation of these links aid our understanding of entrepreneurial practices? The question is addressed by employing a participant observation methodology to create a case study of one small rural firm and by inductive analysis techniques. The findings show that it is difficult to disentangle or even to distinguish, the practice of relationship marketing from entrepreneurial action. This leads one to suggest that it may be useful to reconsider relationship marketing as a facet of entrepreneurship.

Journal

Qualitative Market Research: An International Journal – Emerald Publishing

Published: Sep 1, 2004

Keywords: Marketing; Relationship marketing; Small enterprises; Entrepreneurialism; Socialization

References

  • Entrepreneurship through social networks
    Aldrich, H.E.; Zimmer, C.
  • Environmental entrepreneuring
    Anderson, A.R.
  • The protean entrepreneur: the entrepreneurial process as fitting self and circumstance
    Anderson, A.R.
  • Word‐of‐mouth advertising and informal communication
    Arndt, J.
  • Relationship marketing
    Berry, L.L.
  • The role of networks in the entrepreneurial process
    Birley, S.
  • The concept of the marketing mix
    Borden, N.H.
  • Marketing and company performance: an examination of medium‐sized manufacturing firms in Britain
    Brooksbank, R.; Kirby, D.; Wright, G.
  • Network support and the success of newly founded businesses
    Brüderl, J.; Preisendörfer, P.
  • Research of women business owners: past trends, a new perspective, future directions
    Brush, C.G.
  • Quantity and Quality in Social Research
    Bryman, A.
  • Customer Care Strategy for the '90s
    Cardwell, M.
  • The evolution of marketing in small firms
    Carson, D.
  • Marketing and Entrepreneurship in SMEs: An Innovative Approach
    Carson, D.; Cromie, S.; McGowan, P.; Hill, J.
  • Entrepreneurship: a social psychological perspective
    Carsrud, A.L.; Johnson, R.W.
  • Enterprise and Small Business: Principles, Practice and Policy
    Carter, S.; Jones‐Evans, D.
  • The entrepreneurial personality: a few ghosts laid to rest?
    Chell, E.
  • The Entrepreneurial Personality: Concepts, Cases and Categories
    Chell, E.; Haworth, J.; Brearley, S.
  • Relationship Marketing: Bringing Quality, Customer Service and Marketing Together
    Christopher, M.; Payne, A.; Ballantyne, D.