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  1. International Entrepreneurship and Management Journal
  2. International Entrepreneurship and Management Journal : Volume 8
  3. International Entrepreneurship and Management Journal : Volume 8, Issue 2, June 2012
  4. Marketing in SMEs: the role of entrepreneurial sensemaking
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International Entrepreneurship and Management Journal : Volume 13
International Entrepreneurship and Management Journal : Volume 12
International Entrepreneurship and Management Journal : Volume 11
International Entrepreneurship and Management Journal : Volume 10
International Entrepreneurship and Management Journal : Volume 9
International Entrepreneurship and Management Journal : Volume 8
International Entrepreneurship and Management Journal : Volume 8, Issue 4, December 2012
International Entrepreneurship and Management Journal : Volume 8, Issue 3, September 2012
International Entrepreneurship and Management Journal : Volume 8, Issue 2, June 2012
Editorial: Strategic marketing management in small and medium-sized enterprises
Business orientations and innovation in small and medium sized enterprises
Marketing and organisational development in e-SMEs: understanding survival and sustainability in growth-oriented and comfort-zone pure-play enterprises in the fashion retail industry
Examining the relationship between customer and entrepreneurial orientation on nascent firms’ marketing strategy
Marketing in SMEs: the role of entrepreneurial sensemaking
International Entrepreneurship and Management Journal : Volume 8, Issue 1, March 2012
International Entrepreneurship and Management Journal : Volume 7
International Entrepreneurship and Management Journal : Volume 6
International Entrepreneurship and Management Journal : Volume 5
International Entrepreneurship and Management Journal : Volume 4
International Entrepreneurship and Management Journal : Volume 3
International Entrepreneurship and Management Journal : Volume 2
International Entrepreneurship and Management Journal : Volume 1

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Book Review

Marketing in SMEs: the role of entrepreneurial sensemaking

Content Provider Springer Nature Link
Author Bettiol, Marco Di Maria, Eleora Fitto, Vladi
Copyright Year 2011
Abstract Marketing literature has emphasized the factors hampering marketing planning and strategizing in small firms, in particular resource scarcity, lack of specialized structures and competences. Recent streams of literature in entrepreneurial marketing have nonetheless shown that small firms do engage in peculiar marketing strategies and activities that do not necessarily reflect codified processes observed in large organizations. Within this line of research, the article aims at contributing to extant theory in entrepreneurial marketing placing under scrutiny the generative moments of marketing strategies in small firms. Through the integration of literature in entrepreneurial marketing and in entrepreneurship and through the analysis of four case studies, the article proposes a conceptual framework that emphasizes the centrality of entrepreneurial sensemaking in small and medium-sized enterprises’ marketing strategies. We posit that entrepreneurs are engaged in the construction of interpretive frameworks that, when explicated and made accessible to consumers and stakeholders, legitimate novel business ideas and logics. These interpretive frameworks structure the content and processes of marketing activities. Theoretically, the article aims at contributing to the debate on marketing in small businesses shedding light on the processes underlying the formation of marketing strategies. Propositions are offered to guide future empirical research based on the proposed conceptual framework.
Starting Page 223
Ending Page 248
Page Count 26
File Format PDF
ISSN 15547191
Journal International Entrepreneurship and Management Journal
Volume Number 8
Issue Number 2
e-ISSN 15551938
Language English
Publisher Springer US
Publisher Date 2011-02-23
Publisher Place Boston
Access Restriction One Nation One Subscription (ONOS)
Subject Keyword Entrepreneurship Marketing Sensemaking SMEs Communication Business/Management Science Management/Business for Professionals
Content Type Text
Resource Type Article
Subject Management Information Systems Management of Technology and Innovation
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