Exploring Marketing in Micro Firms

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dc.contributor Svenska handelshögskolan, Institutionen för marknadsföring och företagsgeografi, marknadsföring sv
dc.contributor Swedish School of Economics and Business Administration, Department of Marketing and Corporate Geography, Marketing en
dc.contributor.author Wägar, Karolina
dc.contributor.author Björk, Peter
dc.contributor.author Ravald, Annika
dc.contributor.author West, Björn
dc.date.accessioned 2011-03-02T14:12:56Z
dc.date.available 2011-03-02T14:12:56Z
dc.date.issued 2007-10-17
dc.identifier.isbn 978-951-555-966-1
dc.identifier.issn 0357-4598
dc.identifier.uri http://hdl.handle.net/10227/252
dc.identifier.uri URN:ISBN:978-951-555-966-1
dc.description.abstract 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. fi
dc.language.iso en
dc.publisher Svenska handelshögskolan sv
dc.publisher Swedish School of Economics and Business Administration en
dc.relation.ispartofseries Working Papers
dc.relation.ispartofseries 531
dc.rights Publikationen är skyddad av upphovsrätten. Den får läsas och skrivas ut för personligt bruk. Användning i kommersiellt syfte är förbjuden. sv
dc.rights This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited. en
dc.rights Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty. fi
dc.subject theory-in-use fi
dc.subject marketing fi
dc.subject micro firm fi
dc.subject interactive research fi
dc.subject germinal fi
dc.subject.other Marketing fi
dc.title Exploring Marketing in Micro Firms fi

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