Tools
Tools
Resnick, S.M. 
ORCID: 0000-0002-4471-7594, Cheng, R., Simpson, M. and Lourenço, F.,
2016.
Marketing in SMEs: a '4Ps' self-branding model.
International Journal of Entrepreneurial Behaviour & Research, 22 (1).
ISSN 1355-2554
|
Text
4432_Resnick.pdf - Post-print Download (225kB) | Preview |
Abstract
Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach – A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK. Findings – SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager. Research limitations/implications – The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable. Originality/value – A “4Ps” model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.
| Item Type: | Journal article | ||||
|---|---|---|---|---|---|
| Publication Title: | International Journal of Entrepreneurial Behaviour & Research | ||||
| Creators: | Resnick, S.M., Cheng, R., Simpson, M. and Lourenço, F. | ||||
| Publisher: | Emerald | ||||
| Date: | 2016 | ||||
| Volume: | 22 | ||||
| Number: | 1 | ||||
| ISSN: | 1355-2554 | ||||
| Identifiers: |
|
||||
| Divisions: | Schools > Nottingham Business School | ||||
| Record created by: | Jonathan Gallacher | ||||
| Date Added: | 25 Feb 2016 10:13 | ||||
| Last Modified: | 09 Jun 2017 13:59 | ||||
| URI: | https://irep.ntu.ac.uk/id/eprint/27036 |
Actions (login required)
 |
Edit View |
Views
Views per month over past year
Downloads
Downloads per month over past year
