Beverland, Michael; Lockshin, Lawrence S. - In: Qualitative Market Research: An International Journal 7 (2004) 3, pp. 172-182
The essence of entrepreneurship is “effectual action”. Researchers at the entrepreneurial/marketing interface suggest that small firms adapt marketing theory to their needs, undertaking a range of emergent actions in response to day‐to‐day events and problems, without recourse to formal...
