Purpose This study explores the success and failure of two similar small software technology firms from a marketing perspective, where there is a paucity of research. Using a dyadic approach, this research compares the degree of customer orientation and innovativeness exhibited in both firms by...

Purpose Drawing on B2B Relationship Marketing and management theory, this research seeks to better understand customer-perceived value in B2B contexts, specifically what customers expect from their relationships with suppliers. The study therefore aims to explore the customer’s perspective of...

This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value....

Paper presented to the 9th European Conference on Research Methods in Business and Management, 24-25 June, Madrid, Spain.

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Qualitative Market Research: An International Journal, published by and copyright Emerald Group Publishing Limited.