Entrepreneurs regularly "operate at the edge of what they do not know" (Hill & Levenhagen 1995:1057), trying to identify and pursue potential business opportunities. It is claimed that they have "to make the unfamiliar familiar by framing the new venture (often through metaphor and analogy) in...

In recent years, theoretical commentaries and empirical research on the concept of Integrated Marketing Communications (IMC) have been concerned with its development and specification as a theoretical construct, and its diffusion among academics and practitioner populations across the globe. In...