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Using the Internet for electronic business has become an area of action for the Australian government. This paper presents research results from two regional areas, which indicate that while most manufacturing SMEs use e‐mail, very few are involved in electronic commerce activities. Major...
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Purpose – The purpose of this paper is to examine whether classical brand naming concepts are sustainable for entrepreneurial firms in the net economy. Design/methodology/approach – A prior study of Kohli and LaBahn covers the formal brand naming process and gives insights into brand name...
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This paper forms Part 2 of a monograph detailing a study that sought to examine the key determinants of SME marketing. It reports the key findings with respect to marketing competency in SMEs, explores the strong sales orientation of such firms, examines the nature and use of SME personal...
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In an increasingly globalized economy, innovation pursuing the speeding up of technological changes takes a renewed interest. In this study, we attempt to show those characteristics and variables that make businesses successful, especially innovative small and medium‐sized enterprises. The...
Persistent link: https://www.econbiz.de/10014713112
Considers an area of growing importance in marketing research. Small to medium‐sized enterprises (SMEs) are continuing to play an increasing role in the development of western economies. Puts forward the argument that existing approaches to conducting marketing research in SMEs are rooted in...
Persistent link: https://www.econbiz.de/10014946905
Marketing in entrepreneurial contexts, such as small business, relies heavily on word of mouth (WOM) recommendations for customer acquisition. However, we know little about how WOM processes work for small firms, or how owner‐managers can influence them. This case study of an entrepreneurial...
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