Suchergebnisse

Since the mid 1980s a steady stream of research studies have examined the marketing/entrepreneurship interface in SMEs. Whilst much of this work has concentrated on specific research issues surrounding the implementation of marketing in entrepreneurial SMEs, a focus of much of this work has been to establish the balance between the marketing and entrepreneurial orientations in such firms. Using a syncretised qualitative methodology the research reported in this paper draws on a sample of entrepreneurial SMEs in the agri-food sector. The research concludes that the entrepreneurial orientation is the dominant one and is particularly manifest in the strong sales focus of the companies studied. This suggests that, in entrepreneurial SMEs, it is perhaps, as so many studies have attempted to do, inappropriate to focus on determining the predominance of either orientation. Future research should instead focus on the interrelationship between the two in what is emerging as a distinctive brand of marketing, that is, entrepreneurial marketing.

PurposeMobile social media (MSM), an interaction, exchange of information and creation of user-generated content, mediated by mobile devices, is becoming the locomotive that drives forward evolution of the online world. Fewer academic studies have touched upon the MSM subject, with all the papers being of a conceptual nature to provide recommendations to business-to-business (B2B) firms. This paper aims to explore how B2B firms use MSM in reality.Design/methodology/approachThis paper adopts the grounded theory approach to analyse interviews conducted in 26 B2B firms representing the UK advertising and marketing sector. Interviewees represent key decision-makers who understand the aspects of mobile technology use in their firms. Eighteen firms stressed the importance of social media as a trigger to adopt mobile devices. Follow-up data collection in these 18 firms focus on strategic orientation, processes, routines and skills required for using MSM.FindingsThis paper found that marketing and advertising firms use MSM for branding, sensing market, managing relationships and developing content. MSM is treated by businesses as a strategic firm-specific capability that drives firms' competitiveness, where imitation of such capability by competitors is limited because MSM skills are specific to individuals within organisations and MSM routines are manifested as a result of firm-specific MSM skills' interactions.Originality/valueThis study is amongst the first to provide insights into B2B firms' practices of using MSM. Additionally, the research is novel because it discovers that MSM capability is developed as a result of the overlap between individuals' and organisational knowledge and memory, contradicting existing theory on the subject.

This paper examines the peculiar entrepreneurial hiatus surrounding inventions from independent inventors in the UK which, it is argued, limits its international competitiveness. Evidence that many other countries stimulate and exploit independent inventors to a greater degree is assessed and it is concluded that the UK fails to capitalise on the innovations from this pool of talent. A programme of exploratory research is carried out to identify the reasons for this and identify lessons that have relevance to invention and innovation internationally. The research programme consists of a review of the literature and past research, a survey of the global Internet as well as qualitative research consisting of personal and telephone interviews and written correspondence. The latter examined, in particular, the marketing communication process between inventors and potential adopter marketing organisations. The sample comprised "successful" independent inventors (some of international and national repute) who marketed nationally and or internationally, potential adopter manufacturing and marketing organisations and a number of organisations with a role of facilitating the adoption process. The findings from the various sources seemed largely to complement each other and indicated a major need for all parties to reconsider their strategies. The paper puts forward detailed recommendations that, it is argued, may have international relevance.

There are win win opportunities for big businesses and policy-makers as they nurture human capital with the right knowledge, skills and competences. A thorough literature review suggests that there is a rationale for corporations to collaborate with national governments and other stakeholders in the provision of education and training. In addition, this paper presents qualitative case studies of numerous exemplary firms that have distinguished themselves for their responsible behaviours, particularly towards their human resources and prospective employees. The findings indicate that there is scope for businesses to engage in corporate social responsibility (CSR) initiatives through the provision of educational programmes and continuous professional training and development of workers. Very often, these businesses' underlying objective is to improve their employees' competences, whilst minimising the skill gaps and mismatches in the labour market. In conclusion, this inquiry posits that CSR and stakeholder engagement could boost the employees' morale and job satisfaction, which may in turn lead to lower staff turnover rates and greater productivity levels in workplace environments. It implies that there is potential for the organisational cultures and their business ethos to become more attuned with the governments' educational policies; in order to better respond to the diverse needs of today's learners and tomorrow's human resources. ; peer-reviewed

Purpose
While the topic of "umbrella branding" strategies for manufacturers' products in the business-to-business literature has received attention, much less has been written about umbrella branding strategies in the hospitality industry. With the aid of a theoretical framework, this paper aims to explore three types of behavioural characteristics: alliance attribute, communication behaviour and alliance management, to examine cost and service benefits for alliance success within one umbrella organisation in the German hospitality industry. The theoretical framework of the paper built on the model of Vanpoucke and Vereecke (2012), incorporating a top management perspective to test and extend an umbrella brand.


Design/methodology/approach
Semi-structured interviews with a sample of senior managers were carried out in Germany at the headquarters of Ringhotels e.V. Content analysis of the data collected was implemented to increase understanding of the research phenomenon with regard to relationships and the conceptual framework applied. The results were presented in the tables with discussions about the qualitative research.


Findings
The results of the study showed that behavioural characteristics played a significant role in explaining overall alliance success on cost and service benefits. A good level of quality presented in Ringhotels' services, marketing, risk and coordination was found to be a better predictor of success when absence of management and lack of trust hampered good performance.


Originality/value
The study offers insights into the management of relationships within Ringhotels e.V. and how these can be better managed. The main contribution of the work fills in a gap currently existing in the literature about umbrella branding within the hospitality industry.