1887
  1. Home
  2. A-Z Publications
  3. QScience Connect
  4. Volume 2015, Issue 1
  5. Article
Volume 2015, Issue 1
  • EISSN: 2223-506X

Abstract

Small and medium enterprises (SMEs) have distinctive characteristics that differentiate them from their larger counterparts. One of these characteristics is marketing; Poor marketing skills in SMEs would lead to low performance and, in extreme cases, failure. Therefore, adopting a marketing strategy based on small business analysis is a fundamental requirement of any successful SME. The term “entrepreneurial marketing” is used to describe the marketing activities conducted by SMEs. The present paper aims to identify the entrepreneurial marketing characteristics of information technology SMEs, based on the classic grounded theory. To achieve this, the sample was selected and deep interviews conducted. The basic model was developed using interviews, findings and analyses. As the secondary objective of the research, interviews with ten SME owner-managers of Denmark, a developed country, was compared with that of the Iranian ICT industry. Based on Glaser's approach (1995a,b), the results and analyses were used to develop an entrepreneurial marketing theory for the information technology industry. Finally, the components of the entrepreneurial marketing model are described.

© 2015 Seyyedamiri, Faghih, licensee Bloomsbury Qatar Foundation Journals.
Loading

Article metrics loading...

/content/journals/10.5339/connect.2015.9
2015-10-02
2025-01-25
Loading full text...

Full text loading...

/deliver/fulltext/connect/2015/1/connect.2015.9.html?itemId=/content/journals/10.5339/connect.2015.9&mimeType=html&fmt=ahah

References

  1. Azad S. The role of marketing and affiliate marketing for small industries. Business Management. 2013; 5:2:1–16.
     [Google Scholar]
  2. Ahmed PK. Culture and climate for innovation. European Journal of Innovation Management. 1998; 1:1:30–43.
     [Google Scholar]
  3. Arias-Aranda D, Minguela-Rata B, Rodrı'guez-Duarte A. Innovation and firm size: an empirical study for Spanish engineering consulting companies. European Journal of Innovation Management. 2001; 4:3:133–142.
     [Google Scholar]
  4. Banbury C, Mitchell W. The effect of introducing important incremental innovations on market share and business survival. Strategic Management Journal. 1995; 16:S1:161–182.
     [Google Scholar]
  5. Bjerke B. Explaining or understanding entrepreneurship. Conference Proceedings: Research at the Marketing/Entrepreneurship Interface, University of Illinois at Chicago, Chicago. 1997;:33–46.
  6. Blythe J. Beliefs and attitudes of Welsh SMEs to Marketing. AMA Conference Proceedings. Cardiff, July, 2001.
     [Google Scholar]
  7. Brooksbank R, Kirby DA, Wright G. Marketing and company performance: an examination of medium sized manufacturing firms in Britain. Small Business Economics. 1992; 4:3:221–236.
     [Google Scholar]
  8. Bygrave WD, Hofer CW. Theorizing about entrepreneurship. Entrepreneurship Theory and Practice. 1991; 16:2:13–22.
     [Google Scholar]
  9. Capon N, Farley JU, Lehmann DR, Hulbert JM. Profiles of product innovators among large US manufacturers. Management Science. 1992; 38:2:157–169.
     [Google Scholar]
  10. Carson D. Interface research: a commentary on commentary-ten years on. Journal of Research in Marketing and Entrepreneurship. 2010; 12:1:8–10.
     [Google Scholar]
  11. Carson D. Some exploratory models for assessing small firms' marketing performance (a qualitative approach). European Journal of Marketing. 1990; 24:11:8–51.
     [Google Scholar]
  12. Cheah HB. Schumpeterian and Austrian entrepreneurship: Unity within duality. Journal of Business Venturing. 1990; 5:6:341–347.
     [Google Scholar]
  13. Deshpande R, Farley JU. Measuring Market-orientation: Generalization and Synthesis. Journal of Market Focused Management. 1998; 2:3:213–232.
     [Google Scholar]
  14. Kirzner I. Entrepreneurial discovery and the competitive market process: An Austrian Approach. Journal of Economic Literature. 1997; 35:1:60–85.
     [Google Scholar]
  15. Fillis I. The art of the entrepreneurial marketer. Journal of Research in Marketing and Entrepreneurship. 2010; 12:2:87–107.
     [Google Scholar]
  16. Glaser BG, ed. Grounded theory. 1984-1994. Volume 1. Mill Valley. California: Sociology Press 1995a.
  17. Glaser BG, ed. Grounded theory. 1984-1994. Volume 2. Mill Valley. California: Sociology Press 1995b.
  18. Glaser BG, Strauss AL. The Discovery of Grounded Theory: Strategies for Qualitative Research. Chicago: Aldine Publishing Company 1967.
     [Google Scholar]
  19. Hardy KG. Marketing competencies for every manager. Business Quarterly. 1992; 5::51–53.
     [Google Scholar]
  20. Hills GE, Hultman CM, Miles MP. The evolution and development of entrepreneurial marketing. Journal of Small Business Management. 2008; 46:1:99–113.
     [Google Scholar]
  21. Hills GE, Laforge RW. Research at the marketing interface to advance entrepreneurship theory. Entrepreneurship Theory and Practice. 1992; 16:3:33–59.
     [Google Scholar]
  22. Jones B. Entrepreneurial marketing and the Web 2.0 interface. Journal of Research in Marketing and Entrepreneurship. 2010; 12:2:143–152.
     [Google Scholar]
  23. Kocak A, Abimbola T. The effects of entrepreneurial marketing on born global performance. International Marketing Review. 2009; 26:4/5:439–452.
     [Google Scholar]
  24. Kraus S, Harms R, Fink M. Entrepreneurial Marketing: moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovation Management. 2010; 11:1:19–34.
     [Google Scholar]
  25. Lincoln YS, Guba EG. Naturalistic Inquiry. Newbury Park, California: Sage Publications 1985.
     [Google Scholar]
  26. Morris MH, Schindehutte M, LaForge RW. Entrepreneurial Marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice. 2002; 10:4:1–19.
     [Google Scholar]
  27. Mort GS, Weerawardena J, Liesch P. Advancing entrepreneurial marketing: Evidence from born global firms. European Journal of Marketing. 2012; 46:3/4:542–561.
     [Google Scholar]
  28. Nwankwo SGbadamosi T, eds. Entrepreneurship Marketing: Principles and Practice of SME Marketing. New York and London: Routledge 2012.
  29. O'Dwyer M, Gilmore A, Carson D. Innovative marketing in SMEs. European Journal of Marketing. 2009; 43:1/2:46–61.
     [Google Scholar]
  30. Pelham AM. Market orientation and other potential influences on performance in small and medium-sized manufacturing firms. Journal of Small Business Management. 2000; 38:1:48.
     [Google Scholar]
  31. Reid M, Luxton S, Mavondo F. The relationship between integrated marketing communication, market orientation, and brand orientation. Journal of Advertising. 2005; 34:4:11–23.
     [Google Scholar]
  32. Reynolds PL. The need for a new paradigm for small business marketing: What is wrong with the old one? Journal of Research in Marketing and Entrepreneurship. 2002; 4:3:191–205.
     [Google Scholar]
  33. Sargeant A, Mohamad M. Business performance in the UK hotel sector ±  does it pay to be market-oriented? The Services Industries Journal. 1999; 19:3:42–59.
     [Google Scholar]
  34. Seyyedamiri N. Report on training programs marketing company based in the industrial city of Alborz province. Alborz Province town industrial enterprises, 2012.
     [Google Scholar]
  35. Siu W, Kirby DA. Approaches to Small firm marketing: a critique. European Journal of Marketing. 1998; 32:1/2:40–60.
     [Google Scholar]
  36. Smart DT, Conant JS. Entrepreneurial orientation, distinctive marketing competencies and organizational performance. Journal of Applied Business Research. 1994; 10:3:28–38.
     [Google Scholar]
  37. Strauss A, Corbin J. Basics of qualitative research: techniques and procedures for developing grounded theory. Newbury Park: Sage publications 1990:p.41.
     [Google Scholar]
  38. Tajdin M. Factors influencing the internationalization of small businesses. Master's Thesis. Tehran University School of Management, 2008.
     [Google Scholar]
  39. Tajdin M, Talebi K, Rastegar A, Samizadeh M. The relationship between the type of the implemented business strategies in SMEs and Internationalization. Journal of Business Management. 2012; 4:11:19–38.
     [Google Scholar]
/content/journals/10.5339/connect.2015.9
Loading
Studying entrepreneurial marketing for information technology SMEs based on the classic grounded theory
QScience Connect 2015, 9 (2015); https://doi.org/10.5339/connect.2015.9
/content/journals/10.5339/connect.2015.9
/content/journals/10.5339/connect.2015.9
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): classic grounded theory, entrepreneurial marketing, entrepreneurship and SMEs

Most Cited Most Cited RSS feed

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error