AN EXPLORATORY INVESTIGATION OF ENTREPRENEURIAL MARKETING IN SMES: THE INFLUENCE OF THE OWNER/OPERATOR

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					     AN EXPLORATORY INVESTIGATION OF ENTREPRENEURIAL MARKETING
            IN SMES: THE INFLUENCE OF THE OWNER/OPERATOR

                          Richard C. Becherer         Paula J. Haynes
                             University of Tennessee at Chattanooga

                                       Marilyn M. Helms
                                       Dalton State College

                                           ABSTRACT

Entrepreneurial marketing describes a range of actions and responses small to mid-sized
enterprises (SMEs) can employ. This study examines how the use of entrepreneu
				
DOCUMENT INFO
Description: Entrepreneurial marketing describes a range of actions and responses small to mid-sized enterprises (SMEs) can employ. This study examines how the use of entrepreneurial marketing varies as a result of the experience and motivations of the owner/operator and how the SME was started or acquired. Based on a survey of owner/operators, results suggest that experienced entrepreneurs, while more opportunity driven and able to leverage resources, placed less emphasis on a proactive orientation. Differences in emphasis on aspects of entrepreneurial marketing were found based on owner/operator motivations and means of business acquisition. Implications of findings and areas for future research are discussed. [PUBLICATION ABSTRACT]
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