Reynolds, Paul Lewis (2002) The need for a new paradigm for small business marketing? - What's wrong with the Old One? Journal of research in marketing and entrepreneurship, 4 (3). pp. 191-205. ISSN 1471-5201
Restricted to Registered users only
The entrepreneurial marketing paradigm is open to several interpretations. One such is that we should consider, in particular, the behaviour of small firms, and in particular, small entrepreneurial firms; another interpretation is to argue for the building of a completely new, and substantive, paradigm that builds upon, for example personal contact network development and focuses upon marketing activity being compressed, non-linear in outlook and application, and informal. In this article the author asks a fundamental question highly pertinent to the developing subject of marketing within small firms. Is conventional marketing theory and practice from the ‘classical school’ applicable to all types of organisations no matter what their size, or do smaller firms need a different sort of marketing, more suited to their particular needs? The paper concludes that in many cases the central core hub of marketing that has become known as the classicist philosophy of strategic marketing management (see Brennan, Baines, and Garneau, 2003) is appropriate and can often be employed to the smaller enterprise with beneficial commercial effects. However there may be some reluctance on the part of small firms to accept the notion that conventional marketing is of particular use. The author hopes that this short paper will provoke a subsequent debate about the current ‘state of play’ concerning the entrepreneurial marketing paradigm.
|Additional Information:||© Journal of Research in Marketing & Entrepreneurship|
|Uncontrolled Keywords:||paradigm small business marketing entrepreneurship|
|Subjects:||H Social Sciences > HF Commerce
H Social Sciences > HG Finance
|Schools:||The Business School|
Alreck, P.L., and Settle, R.B. (1995), The Survey Research Handbook. Guidelines and Strategies for Conducting a Survey, Second Edition. Chicago, IL: Irwin Professional Publishing. . Amiel, Y., Creedy, J. and Hurn, S. (1999), Measuring Attitudes towards Inequality, Scandinavian Journal of Economics, 101 (1), 83-96. Blythe, J, (2001), Essentials of Marketing, London: Pearson Educational Ltd. Brennan, R., Baines, P., and Garneau, P. (2003), Contemporary Strategic Marketing, London: Palgrave Macmillan. Carson, D. and Gilmore, A. (1999), Research into the marketing/ entrepreneurship interface, in: Symposium of the Marketing-Entrepreneurship Interface, Proceedings for 1999, Volume 12, Edited by, Hills G.E. and Singh, R.P., Chicago: University of Illinois at Chicago/American Marketing Association, 163-174. Carson, D. et al. (1995) Marketing and Entrepreneurship in SMEs, London: Prentice Hall.
|Depositing User:||Sara Taylor|
|Date Deposited:||23 Feb 2007|
|Last Modified:||05 Nov 2015 02:02|
Downloads per month over past year
Repository Staff Only: item control page