Journal of Research in Marketing and Entrepreneurship 

About: Journal of Research in Marketing and Entrepreneurship is an academic journal published by Emerald Publishing Limited. The journal publishes majorly in the area(s): Entrepreneurship & Originality. It has an ISSN identifier of 1471-5201. Over the lifetime, 270 publications have been published receiving 4573 citations. The journal is also known as: Journal of research in marketing and entrepreneurship.

Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial Marketing

Abstract: This paper considers how marketing can be made more appropriate in entrepreneurial contexts by proposing a conceptual model of the processes of marketing as undertaken by entrepreneurs. Although marketing is a key factor in the survival and development of business ventures, a number of entrepreneurial characteristics seem to be at variance with marketing according to the textbook. These include over‐reliance on a restricted customer base, limited marketing expertise, and variable, unplanned effort. However, entrepreneurs and small business owners interpret marketing in ways that do not conform to standard textbook theory and practise. An examination of four key marketing concepts indicates ways in which entrepreneurial marketing differs from traditional marketing theory. Entrepreneurs tend to be “innovation‐oriented”, driven by new ideas and intuitive market feel, rather than customer oriented, or driven by rigorous assessment of market needs. They target markets through “bottom‐up” self‐selection and recommendations of customers and other influence groups, rather than relying on “top‐down” segmentation, targeting and positioning processes. They prefer interactive marketing methods to the traditional mix of the four or seven “P’s”. They gather information through informal networking rather than formalised intelligence systems. These processes play to entrepreneurial strengths and represent marketing that is more appropriate in entrepreneurial contexts, rather than marketing which is second best due to resource limitations.

Branding as a Competitive Strategy for Demand Management in SMEs

Abstract: The ability to predict future demand is a need that businesses work towards irrespective of their size. Creating a favourable competitive stance for firm’s output is also a crucial goal of businesses. These two goals are of particular importance for enterprises operating in an environment characterised by rapid changes, shortened lead‐times, and exponential innovative activities. This study aims to elaborate on branding as a marketing principle relevant to the entrepreneurial quest for stimulating demand and creating competitive advantage. It also aims to highlight the appropriateness of branding to SME practices and to identify relevant guidelines that SMEs could follow in building a successful brand.

Entrepreneurial and SME marketing

Abstract: Purpose – The purpose of this paper is to consider marketing and its relevance to entrepreneurs and small to medium‐sized enterprises (SMEs), and how entrepreneurs and SMEs owner/managers adapt and use marketing for their specific requirements during the life of an enterprise. Initially, the paper will give some background to the subject, including how entrepreneurs and SMEs owner/managers are defined and their value to the economy.Design/methodology/approach – The discussion draws from the academic literature and from experience of working with entrepreneurs and SMEs over a number of years. The background characteristics and frameworks of entrepreneurial and SMEs marketing are considered, with emphasis on a pragmatic approach, to try to understand how entrepreneurs and SMEs actually “do” business.Findings – The main body of the paper focuses on the nature of entrepreneurial marketing typically used by SMEs. The key themes of the discussion are how entrepreneurs and SME owner/managers adapt standard marke...

Relationship between entrepreneurship, innovation and performance: Comparing small and medium‐size enterprises

Abstract: Purpose – The purpose of this paper is to investigate the relationship between entrepreneurship, innovation and quality performance in small and medium‐size enterprises (SMEs), and if such relationships differ between the two groups of enterprises.Design/methodology/approach – Specifically, the study investigates whether there is (or not) any moderating effect of organisation size (i.e. small versus medium firms) in the hypothesized relationships. A total of 124 SMEs provided the data for the study. The data were analysed using factor and hierarchical multiple regression analyses.Findings – The results indicate a significant direct relationship between entrepreneurship, innovation and quality performance. Specifically, the three dimensions of entrepreneurship namely, risk taking, proactiveness and autonomy are significantly associated with innovation and quality performance. Innovation is directly related to performance and mediates in the entrepreneurship‐performance link. These relationships do not diff...

Cluster Theory and Practice: Advantages for the Small Business Locating in a Vibrant Cluster

Abstract: This paper seeks to review the state of knowledge to this much talked‐about paradigm, first made famous by Porter (1990). Clusters are a striking and common feature in today’s economy. Nonetheless, this phenomenon is not exactly new and has been the object of attention from a wide variety of social scientists for much of this century. In the last ten years, this phenomenon has attracted renewed interest from academics, practitioners, and the British Government – who have become aware of its central importance in competitive strategy. An understanding of clusters adds an important dimension to the more commonly debated role of personal contact networks in the success of entrepreneurial small business.