Showing papers in "Qualitative Market Research: An International Journal in 2004"
TL;DR: The authors explored the links between the theory and practices of marketing and small business and found that it is difficult to disentangle or even to distinguish, the practice of relationship marketing from entrepreneurial action.
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.
190 citations
TL;DR: In this paper, the authors focus on a specific objective of the overall research study, namely an understanding of the process of small firm networking and demonstrate how the process can be captured as a number of dimensions along which entrepreneurial networking may vary.
Abstract: For some time, researchers at the marketing/entrepreneurship interface have employed the concepts of networks and networking as a means of exploring how entrepreneurs “do business”. More recently, attempts have been made to show how the process of networking contributes to small firm marketing. The overall research study on which this paper is based aimed to show how networking contributes to marketing. This paper focuses on a specific objective of the overall research study, namely an understanding of the process of small firm networking. It reviews previous research into the concept of networking and demonstrates how the process of networking can be captured as a number of dimensions along which entrepreneurial networking may vary. The paper then explains that while previous research has allowed a conceptual framework of small firm networking to be developed, further empirical research is merited and an entirely appropriate type of research is of a qualitative nature.
159 citations
TL;DR: In this article, the authors look at young adults' relationship with digital media and conclude that the effect of current market drivers, emerging trends that will allow brands to better understand the behaviour of young adults, so as to establish more truthful binds with them.
Abstract: This paper looks at young adults' relationship with digital media. From a commercial perspective the opportunity to deploy these channels to promote consumer recruitment and loyalty is very significant indeed. However, consumer marketing companies will have to learn to meet the needs of this very discerning and highly cynical audience by combining the best creative ideas and strategies with a transformed approach to marketing sales and service, embodying the best of information and communications technology, reliably and securely implemented. Communication networks underpin this report. While teens complain that they have less public space to hang out in, they are making the online world their milieu, their domain where they develop personal relationships and where they play and learn new things. The conclusions cover not only the effect of current market drivers, but also emerging trends that will allow brands to better understand the behaviour of young adults, so as to establish more truthful binds with them.
150 citations
TL;DR: This paper conducted a qualitative study of social enterprises in the UK and found that while social enterprises do engage in entrepreneurial marketing, the local embeddedness of their activities, their not-for-profit orientation and challenges posed by social exclusion impact on their marketing activities.
Abstract: This paper presents some of the findings to emerge from a qualitative study of social enterprise in the UK. The findings discussed in this paper refer to the marketing activities of social enterprises and consider the extent to which these can be described as “entrepreneurial”. This discussion suggests that while social enterprises do engage in entrepreneurial marketing, the local embeddedness of their activities, their not‐for‐profit orientation and challenges posed by social exclusion impact on their marketing activities.
121 citations
TL;DR: In this paper, the authors examined the planning patterns and approaches of small firms by integrating an understanding of the nature and extent of information and advice sought and received by the firm, and how that interaction influences the formation of competitive strategy.
Abstract: Although strategy development in large corporations has been well documented, the process of formulating strategy in small firms has not been extensively investigated by researchers. The process in small firms does not reflect exhaustive strategic analysis, but rather, a personality driven, opportunistic or instinctive approach, channelled through an emergent planning process. This study builds on recent work examining the planning patterns and approaches of small firms by integrating an understanding of the nature and extent of information and advice sought and received by the firm, and how that interaction influences the formation of competitive strategy. Results of this qualitative study point to more formal sources of advice such as providers of professional advisory services being bypassed due to a perceived lack of relevance of their information and planning advice to the SME's specific industry context.
100 citations
TL;DR: In this paper, the authors examined the development of trust through the initial three stages of the relationship lifecycle and found that trust develops in markedly different forms dependent on the lifecycle stage of the relationships.
Abstract: Given the increase in the globalisation of the world's economies, the importance of building successful cross‐cultural business to business partnerships is emerging as a critical strategy for organisations to consider. For these forms of relationships trust has been identified as an essential component of success. However, little is known about the development and formation of trust in cross‐cultural business to business relationships. Consequently, triangulating two qualitative techniques, this paper examines the development of trust through the initial three stages of the relationship lifecycle. Findings suggest that trust develops in markedly different forms dependent on the lifecycle stage of the relationships.
91 citations
TL;DR: In this article, the authors report on young adults' expectations and perceptions of online retail banking information and use focus groups to elicit criteria grounded in the experience of users of bank Web sites.
Abstract: This paper reports on young adults’ expectations and perceptions of online retail banking information. A combination of qualitative and quantitative research was used. Focus groups proved valuable in eliciting criteria grounded in the experience of users of bank Web sites. The subsequent questionnaire survey allowed the measurement of gaps between perceptions and expectations. The results indicate that respondents expect bank Web sites to be easy to use and to provide them with basic account/product details. These features are valued more than the technological aspects. Yet, perceptions of actual information provision differ. While basic account and price information is perceived to be provided, certain features are perceived to be less prevalent, rendering bank Web sites ineffective at aiding consumer decision making. The research questions the role of the Internet in information provision and suggests how banks can improve their Web sites to assist consumer decision making.
61 citations
TL;DR: In this article, the authors introduce a road map to action research to understand how employees from different cultural backgrounds develop a shared brand understanding and how leaders can facilitate this process, and provide a justification as to why action research is considered an appropriate model to capture internal brand building processes.
Abstract: In order to ensure consistency in brand management activities, employees need to develop a shared understanding of what their brand stands for. This process receives even greater complexity in a multicultural workforce. Despite an increase of interest in internal branding, literature widely lacks an understanding of how employees from different cultural backgrounds develop a shared brand understanding and how leaders can facilitate this process. This paper introduces a road map to action research: First, a justification as to why action research is considered an appropriate model to capture internal brand building processes is provided. Subsequently, the main steps that led to the development of the presented methodological framework are outlined by referring to results of pre‐tests or to already published material where appropriate.
48 citations
TL;DR: In this article, the roles of business intelligence and e-business systems in enhancing the quality of decision making in knowledge-based and high-tech start-ups are considered. But, the study concludes that the modus operandi of the entrepreneurial high-technology start-up is very much rooted in the traditional small firm paradigm of personal contact networking.
Abstract: This paper considers the roles of business intelligence (BI) and e‐business systems in enhancing the quality of decision making in knowledge‐based and high‐tech start‐ups. A qualitative study, using in‐depth discussions with 11 companies based in Northern Ireland, was conducted. The study examined the extent of BI usage and evaluated the extent of implementation of effective e‐business systems in the sample companies. The study concludes that, whilst the sample firms recognized the value of both BI and e‐business models, the modus operandi of the entrepreneurial high tech start‐up is very much rooted in the traditional small firm paradigm of personal contact networking.
48 citations
TL;DR: In this paper, the authors investigated how cultural entrepreneurs in the music industry market not to customers, but to networks that control the resources necessary to support entrepreneurial ventures, and found that cultural entrepreneurs have difficulties in establishing either "pragmatic legitimation" (derived from the self-interest of organisations across marketing networks) or "cognitive legitimation", and marketing strategies at both individual and industry level are put forward to overcome these barriers.
Abstract: This paper investigates how the marketing/entrepreneurship interface functions within the cultural sector. Specifically, the paper considers how cultural entrepreneurs in the music industry market not to customers, but to networks that control the resources necessary to support entrepreneurial ventures. Evidence is drawn from the qualitative research of a study on access to finance by owner‐managers of independent music companies (“cultural entrepreneurs”). The findings support the notion that “legitimation” is a key factor in accessing such resources. Cultural entrepreneurs have difficulties in establishing either “pragmatic legitimation” (derived from the self‐interest of organisations across marketing networks) or “cognitive legitimation” (derived from perceptions of normality and conformity within marketing networks). Marketing strategies at both individual and industry level are put forward to overcome these barriers. For individual businesses, a “selection strategy” using creative clusters or a “manipulation strategy” that manages the cultural environment are recommended. The implications for relationship marketing models are discussed.
43 citations
TL;DR: In this paper, the authors suggest that small firms adapt marketing theory to their needs, undertaking a range of emergent actions in response to day-to-day events and problems, without recourse to formal planning or research.
Abstract: The essence of entrepreneurship is “effectual action”. Researchers at the entrepreneurial/marketing interface suggest that small firms adapt marketing theory to their needs, undertaking a range of emergent actions in response to day‐to‐day events and problems, without recourse to formal planning or research. By way of contrast, brands require guided action, in order to build a sustainable position in the marketplace, while research also reveals that small specialist firms increase their chance of failure if they undertake a range of unguided actions that lead to niche drift. Based upon an in‐depth case study, identifies that SMEs do benefit from constant actions, but only if guided by a strong set of positioning values, which are diffused into an organisational culture, primarily via the actions of the leader.
TL;DR: In this paper, the authors explored consumer reactions to technical brands to draw inferences and build more effective brand strategies and found that perceptions of corporate "credibility" are based on emotional and experiential associations rather than on more obvious, rational ones.
Abstract: Established corporate brand research has two significant weaknesses. The first is the lack of empirically based research behind the theory. The second is the “over‐quantification” of research methods to deal with marketing topics concerning consumers” beliefs, perceptions and values. Additionally, high‐tech corporate brands are rarely the basis of brand research. This study explores consumer reactions to technical brands to draw inferences and build more effective brand strategies. The mobile phone market is selected to represent a high‐tech consumer market. In‐depth interviews guided by the principal of personal construct theory and using the laddering technique (Kelly, G.A., The Psychology of Personal Constructs, Norton, New York, NY, 1955) are used. Two polar groups of consumers are selected as respondents. The findings reveal three shared key dimensions of brand value that are relevant in this type of market. The nature and relative importance of these dimensions are outlined. The evidence indicates that perceptions of corporate “credibility” are based on emotional and experiential associations rather than on more obvious, rational ones.
TL;DR: In this paper, a methodology that in the less traditional academic sense is "unusual, intriguing, fun and engaging" is innovatively employed in this small tradable service firm study to facilitate self-expression among the respondents about particular e-business scenarios in a less structured, indirect and more imaginative way.
Abstract: Given the growth of services and their importance in the economy, e‐business and the Internet have the potential to increase the competitiveness and growth of small firms. However, the general pattern is that the smaller the enterprise, the less likely they are to be prepared to adapt their business processes to accommodate this “new” technology. To illustrate the inherent issues this qualitative research utilised various projective techniques: construction, completion, and associative “tests” that have challenged the pseudo‐scientific age of business as a great human “subjective” exercise. A methodology that in the less traditional academic sense is “unusual, intriguing, fun and engaging” is innovatively employed in this small tradable service firm study to facilitate self‐expression among the respondents about particular e‐business scenarios in a less structured, indirect and more imaginative way. Consequently, the depth of the analysis and interpretation generated from the study has provided the researcher with a rich source of new leads and ideas about potential e‐business inhibitors and facilitators among SMEs not previously considered.
TL;DR: In this article, a case history drawn from a larger investigation that profiled “successful” Asian entrepreneurs in order to encourage future entrepreneurship within the broad Asian community in the UK is presented.
Abstract: This paper reports on a case history drawn from a larger investigation that profiled “successful” Asian entrepreneurs in order to encourage future entrepreneurship within the broad Asian community in the UK. Asian entrepreneurs were chosen for the larger study due to their propensity to engage in entrepreneurial activities in the UK in comparison to other ethnic communities. Ten case histories were developed via personal interviews with entrepreneurs in the Asian Eye “Rich‐List” of the 100 wealthiest Asians in the UK and data was supported with information from Web sites, newspapers etc. One case history is presented in this paper in order to explore the richness of the qualitative data and this serves as a learning vehicle for future ethnic businessmen and women working at the marketing/entrepreneurship interface.
TL;DR: In this article, the use of consumer-driven innovation networks within the UK food-retailing industry using qualitative interview-based research analysed within an economic framework has been examined, revealing that supermarkets are able to identify consumer preferences and co-ordinate new product development via innovation networks.
Abstract: This paper examines the use of consumer‐driven innovation networks within the UK food‐retailing industry using qualitative interview‐based research analysed within an economic framework. This perspective revealed that, by exploiting information gathered directly from their customers at point‐of‐sale and data mining, supermarkets are able to identify consumer preferences and co‐ordinate new product development via innovation networks. This has been made possible through their information control of the supply‐chain established through the use of transparent inventory management systems. As a result, supermarkets’ e‐business systems have established new competitive processes in the UK food‐processing and retailing industry and are an example of consumer‐driven innovation networks. The informant‐based qualitative approach also revealed that trust‐based transacting relationships operated differently from those previously described in the literature.
TL;DR: This article proposed a classification of business incubation environment types based upon a qualitative approach to understand the incubation marketplace through its language, specifically the application of metaphor, and asserted that it would be valuable to incubation communities to provide shared meaning to the discourse of incubation such that further confusion is minimised.
Abstract: Business incubation is a new and fast growing industry in the UK. The environments within which incubation can take place and their descriptors as used across the industry are many and varied. The language engaged in by policy‐makers, professionals and practitioners commonly applies metaphors to convey meaning of loosely defined terms and concepts in a diverse market seeking increased clarity. Metaphors can offer a qualitative approach to sense‐making. By articulating ideas through metaphors, individuals can often expand the concepts and expressions available through language. It is asserted that it would be valuable to incubation communities to provide shared meaning to the discourse of incubation such that further confusion is minimised. This paper aims to address this challenge by proposing a classification of incubation environment types based upon a qualitative approach to understand the incubation marketplace through its language, specifically the application of metaphor.
TL;DR: In this paper, the authors present the results of an initial phase in a research cycle that looks at e-commerce through the lens of knowledge management, and examine e‐commerce provision made by organisations for customers across seven facets ranging from transactional to relational facilities.
Abstract: Consumer knowledge is a very important asset for an organisation. Two types of consumer knowledge have been identified, “knowledge about customers” including customer segments, individual customer preferences, potential customers, and “knowledge possessed by customers” including knowledge about product ranges, companies, and the marketplace. e‐Commerce offers an ideal medium for the creation and exchange of both types of knowledge. This paper presents the results of an initial phase in a research cycle that looks at e‐Commerce through the lens of knowledge management. It examines e‐Commerce provision made by organisations for customers across seven facets ranging from transactional to relational facilities. The results of a self‐evaluation of companies' e‐commerce propositions are contrasted with customer expectations to determine divergence and alignment. Implications are discussed and conclusions proposed.
TL;DR: In this paper, a case study was conducted into system development approaches at Egg, one of the UK’s leading online banks, and the key finding of the research is that, while the balance between IT and business input does change over the course of a project, its successful outcome is highly dependent on the evolution of a strong IT-business relationship that endures for the duration of the project.
Abstract: There is a pressing need for research into the successful application of technology within organisations, given the high incidence of failure, with respect to information systems projects, in general, and e‐commerce applications, in particular. A case study was conducted into system development approaches at Egg, one of the UK’s leading online banks. Presents a qualitative study in this important area of research which should be of interest both to information systems researchers and to all IT professionals with responsibility for, or involvement in, e‐business development projects. The key finding of the research is that, while the balance between IT and business input does change over the course of a project, its successful outcome is highly dependent on the evolution of a strong IT‐business relationship that endures for the duration of the project. Shows that the maintenance of this strong relationship is undoubtedly aided by having shared and high priority activities, such as benefits realisation, that also last for the duration of the project.
TL;DR: In this paper, a channel benefits portfolio (CBP) approach is proposed to inform managers' channel investment decisions concerning business-to-customer channel interface, which provides a conceptual framework and means to facilitate the alignment of the firm's portfolio with customers' portfolio.
Abstract: The role of channels and their management in the eBusiness era is becoming increasingly important to customer relationship management. Traditional use of the application portfolio approach has been concerned with providing an appropriate basis for making investment decisions about IT applications for the firm. This paper argues that there is a gap between the established IS portfolio application theory and the requirements to support management investment decisions about eBusiness applications; Therefore, the paper proposes a channel benefits portfolio (CBP) approach to inform managers' channel investment decisions concerning business‐to‐customer channel interface. The suggested approach provides a conceptual framework and means to facilitate the alignment of the firm's portfolio with their customers' portfolio. The paper reports exploratory findings regarding customer channel preference and customer channel choice behaviour in the information search and purchasing stages during the customer decision‐making process on the basis of the CBP.
TL;DR: Open communication reinforces the decision-making process and allows mutually based partnership arrangements to develop as discussed by the authors, which can be viewed as collectivist in orientation and this should allow partnership arrangement to be developed through time.
Abstract: In order to develop a sustainable competitive advantage in the knowledge based economy, senior managers need to ensure that customer relationship management is placed within a clearly defined organizational culture that embraces organizational learning. Senior managers are required to exhibit a proactive approach to leadership that results in creative solutions being found to solve complex problems. Open communication reinforces the decision‐making process and allows mutually based partnership arrangements to develop. This being the case, the network approach to business development can be viewed, as collectivist in orientation and this should allow partnership arrangements to be developed through time.
TL;DR: In this paper, the authors apply the interactionist view to salesforce research by using salesforce socialization as an example to illustrate how interactionist concepts from psychology can be effectively applied in Salesforce research.
Abstract: Modern interactionism asserts that both the P (person) and the E (environment or situation) should be considered simultaneously in predicting attitudes and behaviors. In this paper, we apply the interactionist view to salesforce research. Specifically, we use salesforce socialization as an example to illustrate how interactionist concepts from psychology can be effectively applied in salesforce research. The role of qualitative research in this context is explored.
TL;DR: In this paper, the authors show how technology is changing the nature of marketing and then show its interaction with people and processes, and suggest that for successful implementation of strategies an organisation has to integrate people, processes and IT.
Abstract: Successful marketing strategies depend very much on an organisation's ability to implement them. As the role of technology grows apace in marketing, it is important to understand how IT and organizational processes impact on the implementation of marketing strategies. This paper attempts to show how technology is changing the nature of marketing and then shows its interaction with people and processes. It also offers organisations an opportunity to undertake a self‐evaluation exercise to determine how well integrated are their implementation policies. In general, the argument outlined indicates that for successful implementation of strategies an organisation has to integrate people, processes and IT.
TL;DR: In this paper, the authors explored V2C activity in a local context through comparison of cases Tampere (Finland) and Silicon Valley (USA) and found that in Silicon Valley, the dominant group of VC players are business angels, whereas in Tammere, publicly funded incubators play the most visible role in new venture development.
Abstract: The increased capital intensity of venture capital supply and the increased knowledge intensity of new venture supply have created a knowledge gap and recreated a capital gap between new venture activity and venture capital industry. This development has given rise to an all‐new breed of players. In this descriptive, qualitative study, V2C activity is explored in a local context through comparison of cases Tampere (Finland) and Silicon Valley (USA). In Silicon Valley, the dominant group of V2C players is business angels, whereas in Tampere, publicly funded incubators play the most visible role in new venture development. Nevertheless, in both areas, five different categories of V2C players are represented, and, in both, bridge the gaps to a significant extent.
TL;DR: A market feasibility study evaluating the potential commercialisation of a software program that enables the “cutting away” of the chatters from the original background filmed by the Web cam, and later re‐integrates them into a new background.
Abstract: The Internet is changing the way that companies carry out their business and, in fact, constitutes an entirely new application domain, which makes product innovation possible. Moreover, it is a new medium for reaching consumers, which is a central preoccupation to organisations in the current business market. Here interest lies in video chatting on the Internet. This is a type of service that adds video support to chatting using a Web cam and is gradually attracting more Internet users. The paper consists of a market feasibility study evaluating the potential commercialisation of a software program that enables the “cutting away” of the chatters from the original background filmed by the Web cam, and later re‐integrates them into a new background. The software program could, therefore, be interesting for advertising companies.