Renton, Michelle; Daellenbach, Urs; Davenport, Sally; … - In: Journal of Research in Marketing and Entrepreneurship 17 (2015) 2, pp. 149-164
Purpose – The purpose of this paper is to contribute to the entrepreneurial marketing (EM) and small- and medium-sized enterprise (SME) brand management knowledge. It explores the brand management practices of four entrepreneurially driven market innovators. The authors add theoretical and...