The study of franchising as a small business growth strategy is only weakly researched and understood. This preliminary, qualitative investigation examines the experiences of 17 operational and five “failed” franchises in the UK, in translating their business concepts into a franchise...

Though academic research into the marketing/ entrepreneurship interface is of only relatively recent origin, it would seem that the basic principles of marketing appear to be equally valuable to both large and small firms. This article provides a critical review of the research into the role and...

Though the authors propose the use of an integrative approach ‐ blending the process model and the contingency approach ‐ to build and advance small firm marketing theory, they do not describe the research methodology issues in detail. Thus, this paper reviews the relevant literature on...

Previous research by Siu and Kirby has argued that the broad Western marketing principles are not necessarily fully applicable to, and suitable for, the Chinese socio‐cultural context. To examine this assertion, provides a comprehensive examination of the marketing practices of 18 Chinese...