Search results for "entrepreneurial marketing"
showing 3 items of 3 documents
Bricolage in the marketing efforts of a social enterprise
2016
Purpose The paper aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise. Design/methodology/approach The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for the research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports. Findings The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address…
Entrepreneurial Marketing in Small Firms: A Comparative Study of Small Software Technology Firms in Central Finland, Wales, UK and Silicon Valley, US
2015
This paper reports on present research of Entrepreneurial Marketing (EM) in small software technology firms (SSTFs) in order to investigate and compare the effects of ecosystems in three different countries and, the effect this has on a firm’s EM orientation and, on business growth. Firms today operate in a business environment characterized by increased risk and decreased ability to forecast while markets are uncertain, are fragmenting and becoming frictionless. Hence, firms interact as competitors, customers, and collaborators in a global, knowledge economy. Such changes have had an effect on marketing (Schindehutte, Morris and Pitt 2008) and reflect the type of marketing practiced in sma…
Understanding and measuring social entrepreneurship
2017
This thesis aims to understand the phenomenon of social entrepreneurship and measure its component dimensions. In particular, the thesis addresses two research gaps in the social entrepreneurship research. The first gap addressed is the resource mobilization during marketing strategy development of a social enterprise in its start-up stage. Social entrepreneurship is a diverse concept constituting various organizational form and activities. Hence, the second research gap that this research study addresses is the issue of measurement of social entrepreneurship construct. The thesis consists of an introductory essay and five research articles. The first two articles in this compilation addres…