... create more cohesive and authentic brand narratives that enhance loyalty and engagement. Corporate branding Entrepreneurship Entrepreneurial identity Founder identity Identity work Longitudinal study Role of founders Small firm branding Small and medium enterprises (SMEs) Start-ups...

.... Small‐to‐medium sized enterprises Entrepreneurship Consultancies Decision making © MCB UP Limited 2001 The nature of research into SMEs is of concern to many researchers in the field. In an article reviewing previous academic approaches to understanding small firms Gibb and Davies (1990...

... Limited 2000 Entrepreneurship Decision making Focus groups Focus groups are often seen as a means of eliciting consumer preference. The historical development of this technique is attributed to two social scientists, Robert Merton and Paul Lazarsfeld, who developed the technique...

... business owners. For example, when asking about customers and the marketplace, the interviewer probed for incidents through the following preamble: © MCB UP Limited 2000 Entrepreneurship Marketing research Qualitative techniques Small firms Focus groups Marketing...

... of this paper and that of marketing planning, it is necessary to address the key challenges associated with the entrepreneurial transformation. Entrepreneurship is a process which involves the efforts of an individual in identifying a viable opportunity in a market place and obtaining and managing...

... Limited 1999 Entrepreneurship Marketing research Marketing strategy Qualitative techniques Small firms Value Hardly a day seems to pass when the local and national news media do not record the woes of hard‐pressed businesses. As the Millennium approaches many firms are battling...

... to which they prove useful. © MCB UP Limited 1999 Entrepreneurship Marketing decision making Marketing research Networks Small firms The major focus of this paper is on the development of a qualitative methodology for exploring and investigating the personal networks of a group...