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Purpose – The focus of this paper is the interrogation of an artistic approach with the purpose of understanding entrepreneurial marketing. Design/methodology/approach – This is a conceptual paper although the evaluation is grounded in prior quantitative and qualitative research in...
Purpose – The purpose of this paper is to better understand how strategic orientation guides the marketing strategy and marketing efforts of niche firms, by addressing the questions of which strategic orientation niche firms apply and how managers in niche firms handle the potential problems...
Purpose – Although previous research acknowledges that the process of entrepreneurship is also a regional and a peripheral activity, empirical evidence concerning the personal and contextual factors affecting business start‐ups due to the identification of opportunities in rural contexts is...
Purpose – The paper aims to analyse the relationship between marketing and entrepreneurship. It looks at the way in which Web 2.0 technologies are changing the marketing and entrepreneurial landscapes. Design/methodology/approach – The paper explores the impact of Web 2.0 social media for...
Purpose – The purpose of this paper is to present a case study about a young entrepreneur who is attempting to build a regional ice cream empire, similar to that of the Good Humor Company in the twentieth century. Design/methodology/approach – The case was developed through interviews with the...
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