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The development of a relationship marketing framework that captures the delivery of value in entrepreneurial SMEs

Dean, Aftab Ahmed (2002) The development of a relationship marketing framework that captures the delivery of value in entrepreneurial SMEs. Doctoral thesis, University of Huddersfield.

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    Abstract

    There are a number of environmental pressures facing SMEs and the high failure rates
    amongst young SMEs highlights the need for research to develop a framework that will
    permit SMEs to achieve growth with a minimal risk of failure. This research will show
    that both relationship marketing and entrepreneurship have significantly contributed to
    allowing entrepreneurial SMEs to pursue a low risk strategy of growth through pursuing
    a customer retention, development and targeted acquisition strategy. To understand the
    nature of entrepreneurial SMEs and the factors influencing growth.

    The author cites literature that argues entrepreneurship is not an 'absolute' and thus
    believes that less entrepreneurial firms have the potential to learn from their more
    successful counterparts. Whilst this does offer some specific management suggestions,
    the author also recognises that the task is not an easy one, for the SME has not only to
    create an internal culture that is capable of embracing relationship marketing but one that
    also enables it to act in an entrepreneurial fashion. Despite these challenges the author
    will capitalise on the research findings to develop a framework for successfully adopting
    relationship marketing and entrepreneurial behaviour, to assist SMEs to overcome the
    hurdle of high failure rate amongst SMEs.

    The research has focused on the business services industry, since this sector is
    experiencing the highest growth. In the main this sector covered printing, marketing
    services and computer services, and so would be offering clients both a pure service and a
    product / service mix. Additionally this sector because of its service nature would have a
    high contact with its customer base. A sampling frame was developed that resulted in
    identifying 102 SMEs in West Yorkshire (UK) that met the criteria for selection. An
    initial quantitative survey was administered that provided statistical evidence that
    entrepreneurial SMEs had a greater relationship marketing orientation. The results from
    the survey were further investigated through in-depth semi structured interviews to reveal
    a richer picture of the phenomenon.

    Item Type: Thesis (Doctoral)
    Additional Information: EThOS Persistent ID uk.bl.ethos.270413
    Uncontrolled Keywords: Internal Marketing, Management, Commerce
    Subjects: H Social Sciences > HF Commerce
    H Social Sciences > HD Industries. Land use. Labor
    Schools: The Business School
    Depositing User: Graham Stone
    Date Deposited: 12 Jun 2009 14:15
    Last Modified: 28 Jul 2010 19:38
    URI: http://eprints.hud.ac.uk/id/eprint/4709

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