Exploring Marketing in Micro Firms

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http://urn.fi/URN:ISBN:978-951-555-966-1
Julkaisun nimi: Exploring Marketing in Micro Firms
Tekijä: Wägar, Karolina; Björk, Peter; Ravald, Annika; West, Björn
Muu tekijä: Svenska handelshögskolan, Institutionen för marknadsföring och företagsgeografi, marknadsföring
Swedish School of Economics and Business Administration, Department of Marketing and Corporate Geography, Marketing
Julkaisija: Svenska handelshögskolan
Päiväys: 2007-10-17
Kieli: en
Kuuluu julkaisusarjaan: Working Papers - 531
ISBN: 978-951-555-966-1
ISSN: 0357-4598
URI: http://hdl.handle.net/10227/252
http://urn.fi/URN:ISBN:978-951-555-966-1
Tiivistelmä: Purpose - The purpose of the paper is to explore the practice of marketing in micro firms. Which are the challenges micro firms encounter and how do they handle them? Methodology - The research methodology is based on the theory-in-use approach (Zaltman, Heffring & LeMasters 1982) in order to inductively explore the practice of marketing in micro firms. The empirical findings rest on ten case studies, where data has been generated through repeated interactions with each case. Findings - The empirical findings show that micro firms handle their marketing challenges in a distinctive manner, by creatively using available resources and network relations. Marketing in micro firms is largely about a long-term, gradual development of a position on the market. This process we label germinal marketing. Two key dimensions of germinal marketing were identified: “earning your position” and “being your brand”. Research limitations and implications - The findings rest on an explorative study consisting of ten cases and the general applicability of the results need to be validated by further studies. These cases are however sufficient to illuminate the need for further research into the area. Value of the paper - The value of the paper is twofold. First, it expands the theory-in-use approach, and presents a research method for successful inductive empirical studies of small firm phenomena. Secondly, the paper widens our understanding of the marketing reality and practice of micro firms, identifying new dimensions of marketing and revealing the strategic implications of ordinary business activities.
Avainsanat: theory-in-use
marketing
micro firm
interactive research
germinal
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