...Shashwati Sanjay Vahadane; Andrew Paul Clarke Purpose An investigation of the marketing approaches for biomedical science small- and medium-sized enterprises (SMEs) and organisations in the United Kingdom (UK) was carried out; the research question is as follows: Should the marketing approaches...

... purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode This paper proposes an Exchange-Based View of the value creation process. The Borrowing from marketing literature...

...Henrik Virtanen; Peter Björk; Elin Sjöström Purpose The purpose of this paper is to analyse the deliberate social media marketing practices of a start-up company. The study aims to measure the effects of these practices (i.e. following potential customers and liking and commenting on their posts...

... at: nory.jones@umit.maine.edu © Emerald Group Publishing Limited 2015 Social media websites Marketing Tourism Small business Economic development Internet technology and social media are known to have substantial impacts on the operations and success of businesses (Bennett, 2012...

...Sara Parry; Rosalind Jones; Jenny Rowley; Beata Kupiec‐Teahan Purpose This study seeks to explore the success and failure of two similar small software technology firms from a marketing perspective. Using a dyadic approach, the research aims to compare the degree of customer orientation...

...Aodheen O'Donnell Purpose It is acknowledged that while there is a paucity of marketing research focusing on small firms relative to larger firms, a significant contribution to this field has been made in recent years. However, while such research has proved useful, it remains quite disparate...

... management model involved the integration of all the functions required for the successful creation, production and marketing of a product line. The strength of this management system was its ability to continuously match internal resources with external requirements, in order to optimize the market...

...James W. Peltier; Carol Scovotti Purpose This paper aims to report the findings of a large‐scale multinational study of students in a marketing organization that investigates the need to expand entrepreneurship education in the marketing curriculum. Key questions include what...

...Helen Reijonen Purpose The purpose of this paper is to get a deeper understanding of how the concept of marketing is seen and put into practice in SMEs. Furthermore, it seeks to examine whether the perceptions and practices differ according to the size, industry and customers of the SMEs...

...Guy Parrott; Muhammad Azam Roomi; David Holliman Purpose The purpose of this paper is to create an understanding of the true nature of contemporary SME marketing activities. While acknowledging operational constraints, the paper aims to hypothesize that, if effective marketing planning...

... in international markets from the earlier days of their establishment. Unfortunately, multiple versions of related terminology are also used within this constellation and the descriptions of the terms used appear to add ambiguity rather than clarity of the phenomena of interest (Knight and Cavusgil, 1996 example...

... to get the full benefit of … e‐business, company and market structures may have to be reinvented incorporating a business model where innovation, change, ambiguity and uncertainty are the norms and equilibrium is the exception … It is important to realise that although there may be different levels...

... and attitudes are examined, and then positioned in a conceptual framework of e‐business development in domestic and international markets. A series of research propositions are developed which go beyond the formalised, prescriptive frameworks of e‐business as presented in marketing and e‐commerce textbooks...

...David Stokes; Wendy Lomax Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (WOM) recommendations for customer acquisition. However, we know little about how WOM processes work for small firms, or how owner‐managers can influence them. This case study...