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The need for a new paradigm for small business marketing? - What's wrong with the Old One?

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

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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.

Item Type: Article
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: Huddersfield Business School
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Depositing User: Sara Taylor
Date Deposited: 23 Feb 2007
Last Modified: 28 Aug 2021 23:37


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