Entrepreneurial marketing as a way for small enterprises to operate effectively

by Tetiana; Shcherbak Chechota

Institution: Linnæus University
Year: 2015
Keywords: Entrepreneurial marketing; SMEs; Social Sciences; Economics and Business; Business Administration; Samhällsvetenskap; Ekonomi och näringsliv; Företagsekonomi; Företagsekonomi - Marknadsföring; Business Administration - Marketing
Record ID: 1358819
Full text PDF: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43773


Background: Entrepreneurial marketing concentrates on the marketing for small and micro enterprises. It provides the tool to compete on the market with limited resources and thus innovative marketing strategy might be a good weapon and particular value for the micro and small sized entrepreneurs. Traditional marketing concepts are generally not appropriate for the small and micro enterprises, which creates a need for generating new solutions. Purpose: To investigate in the particular ways of practical application of the entrepreneurial marketing for small and micro enterprises. To understand the entrepreneurial marketing relevance for small and micro companies that operates in fast-changing environment. Method: The study is qualitative, with deductive approach, interpretivist epistemology and objectivist ontology. 4 micro and small entrepreneurs from Växjö have participated in the semi-structured interviews, and the results have been interpreted through an operationalization table, in a “cross-company case” model. Results, conclusion: The study aimed at helping the micro and small entrepreneurs to have a better understanding of the entrepreneurial marketing relevance. It has been done through the analysis of the seven dimensions which the concepts and theories have been confirmed most of the time by the empirical results. It gave the insurance that micro and small entrepreneurs have high interest to be aware of these dimensions, which may help them in their business.