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Purpose – Operating as a commodity disables the scope of differentiation. In turn, the organization becomes vulnerable to competition. A strong brand ensures the selling company to get premium prices and in the best case rejection of competitive products by the buyers. Branding was often seen as...
Purpose – The development of tourism and the hospitality industry has facilitated the proliferation of many small and medium accommodation businesses in this region. These usually depend on the attractiveness of tourism products offered in each destination. The purpose of this paper is to focus...
Purpose – The purpose of this paper is to use a marketing segmentation approach based upon attitudes and perceptions of centrality, trust, communication, conflict resolution, benefits and satisfaction to create a typology of network members specifically for entrepreneurs as actors in...
Purpose – The purpose of this paper is to examine the contribution that the study of heuristic processes can make to a better understanding of the gap between marketing theory and practice, particularly in small and medium‐sized enterprises (SMEs). The term entrepreneurial marketing is used to...
Purpose – The purpose of this paper is to investigate the relationship between entrepreneurship, innovation and quality performance in small and medium‐size enterprises (SMEs), and if such relationships differ between the two groups of enterprises. Design/methodology/approach – Specifically, the...
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