1,721,021 research outputs found
Introduction
Full text linkThe editors set out the rationale for the demand for this Handbook, tracing development of marketing and entrepreneurship as seemingly separate disciplines before assessing how both share a number of common aspects under the umbrella of entrepreneurial marketing. This shared domain is a useful lens with which to deal with the theory versus practice gap and where creative methodologies can be adopted in understanding individual, group and firm behaviours. The editors also provide an overview of each chapter within each part of the Handbook
The role of culture in building city resiliency
No full textCities are the place where people spend the great majority of their daily time. Many cities face a variety of social issues such as: high unemployment, increasing crime rate, migration flows, shifts in types of social interactions and lifestyle. These examples represent only a few of the issues encountered. Increasing the number of cultural offerings of a city may help improve the population’s general sense of well-being as well as to increase its attractive- ness for investments. However, the topic is delicate, and culture is an asset that must be treated carefully. Hence, enhancing culture as a positive asset to be cultivated may seem to be the perfect solution to overcome these issues. Often, a city’s government will assume that enhancing and supporting cul- tural and creative industries will provide a solution to urban socio-economic crises and the stress of the urban fabric without effectively considering their own particular historical-geographical and socio-political conditions. Sometimes cultural heritage is exploited without giving due consideration to the creative sources of value generation in the city. Thus, this may lead to side effects such as the general risk of attracting socially and economically unsustainable mass tourism; the risk related to the possibility of being trapped by city’s own cultural heritage and history acting as obstacles against any possible innovations; the risk of gentrification with a consequential loss of important traditions and social relationships characterising the urban areas
Entrepreneurial Marketing and the Zarathustrian Entrepreneur: Thoughts, Words and Deeds
No full textThis PhD thesis examines the factors that have shaped entrepreneurial cognition and practice in entrepreneurs from within the world’s oldest monotheistic religious community; the Zarathustrian community. Zarathustrianism is the religion that was founded by a Prophet named Zarathustra in approximately 1200 BCE.
Marketing and Entrepreneurship have, until quite recently, remained two quite independent scholarly domains. In 2002, Morris et al., provided a definition of Entrepreneurial Marketing as, "an integrative construct for conceptualising marketing in an era of change, complexity, chaos, contradiction, and diminishing resources, and one that will manifest itself differently as companies age and grow. It fuses key aspects of recent developments in marketing thought and practice with those in the entrepreneurship area into one comprehensive construct". Since then, research in this field has grown in significance across the globe. A recent book by Sethna, Jones and Harrigan (2013) presents important theoretical developments with regard to research at the Marketing and Entrepreneurship Interface and which addresses critical issues for businesses, both small and large, from global perspectives, and covers topics such as new venture creation, marketing in Small-to-Medium-Sized Enterprises (SMEs) as well as large companies, renewal of existing businesses facing market challenges, internationalization, innovative cost-effective marketing strategies and practices, along with recent exploration of entrepreneurship theory and entrepreneurial behaviour of individuals and, in organisations.
Zarathustrianism has not only been instrumental in shaping nascent civilisation of ancient Iran, but has also wielded a considerable influence on Biblical religions and Greaco-Roman philosophical thought. Zarathustra gave his followers a basic and comprehensive ethical rule to live by, namely that they should think Good Thoughts, speak Good Words and perform Good Deeds (Humata, Hukhta, Hvarshta in the ancient Persian language called Avestan).
This PhD thesis explores the impact of these basic tenets – Good Words, Good Thoughts and Good Deeds - on Zarathustrian entrepreneurship.
The researcher takes the stance that the realities of the Entrepreneur/Owner-Manager (EOM) are socially constructed, using ‘thoughts, words and deeds’, rather than objectively determined. In doing so, this research is interested in understanding why things are happening to those Zarathustrian EOMs (actors) and how their different experiences eventually shape, nurture and affect the actors’ entrepreneurial behaviour. Thus, throughout this research study, a qualitative research design based on the Carson et al. (2005) perspectives on an ‘integrative multiple mix of methodologies’ is used, but primarily all centred around ethnographic form. The use of narrative theory and life story techniques is further overlaid with the use of the EMICO framework, a qualitative research model developed by Jones and Rowley (2009) as the basis for exploring ‘entrepreneurial marketing and the Zarathustrian entrepreneur’.
The findings reveal that whilst the dimensions of the EMICO framework are both usable and valid for Zarathustrian entrepreneurs, when applied to these firms in the context of ‘ethnic’ entrepreneurs, the framework is lacking in two particular areas; Family Support and Religio-Cultural Identity and Influences of business practice.
The thesis makes a significant contribution to the EM and ethnic entrepreneurship literature by first of all re-developing and re-naming the framework, 2e(EMICO), and secondly by further extending the knowledge in respect to Zarathustrian entrepreneurship, about which nothing currently exists in the EM literature
Music CD in development and consumer value in the Thai music industry
Full text linkWhile the digital market, especially the music streaming market, has rapidly grown in recent years, however the physical music segment still remains relevant in the Thai market. The Thai music market has inimitable characteristics within the market in terms of the physical music record offers, recorded musical works, and a growth trend in physical sales. Moreover, the behaviour in physical music consumption is opposite to that in world markets. Music consumption practices in the Thai market and why physical music, and CDs in particular, remain relevant to the Thai music industry are an enigma. The music industry itself has suggested that the physical music market needs to be revamped and its physical products redeveloped. In addition, the major record companies have also refocused into developing physical markets. However, precisely how this is to be achieved has not been specified.
The twin aims of this study are to more fully comprehend Thai music consumption practices in today’s market and to examine how the concepts of product development could be effective in responding to consumer needs and desires. Consumer-led product development is the main concept of this study used to create ideas to enhance music CDs. This study combined many perspectives related to consumer-led product development and then applied them to construct the conceptual framework named “The Seminal Framework for CD Development”. The framework is a roadmap to create a new set of features for a new form of music CD based on the input of the music industry’s representatives and consumers. A new form of music CD which includes a new set of features is named in this study as the “prototype CD”. Also, the framework is used to evaluate the effectiveness of the prototype CD; how the prototype CD is responsive to consumer needs as far as functional and psychological perspectives are concerned.
Bearing in mind the aim of this research, the researcher considered the interpretive paradigm to be the most appropriate approach for capturing consumers’ experiences in music consumption practices and for studying the opinions, points of view and ideas derived from the consumers, and the experts in music CD development. In the data collection process, this study employed the technique of purposive sampling for selecting from the population. The purposive sampling technique allows the researcher to judge and select people or prospective participants who: 1) are available to participate
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in conducting the research, 2) are knowledgeable about the industry, 3) have experience related to the context of the study, and 4) can provide the reliable and detailed information required to understand the focal themes of the study. This study conducted nine interviews with the music industry’s experts, 60 one-on-one interviews and four group interviews with consumers. For the data analysis, this study adopted the manual coding analysis. The Seminal Framework determined the coding structure, and sets of data could be organised into distinct themes, such as the new features of music CDs or future positive possibilities for music consumption. This enabled, at the end of the process, an easier and more efficient identification of the experiential values derived from prototype music CDs. In addition, in more fully understanding the needs and expectations inherent in music consumption practices, such careful coding analysis helps to re-define the typology of music consumers. The typology and the concepts also facilitated the identification of music consumption behaviour in today’s environment. This study contributes a wider concept in consumer-led product development that has been applied to the context of music consumption practices and music product (CD) development
Operating at the margins of illegal entrepreneurial markets:situating 'rogue shopkeepers' at the SME and criminal interface
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Entrepreneurship, marketing and the multicultural:the case of a European Union Erasmus+ Project
Full text linkIn considering the academic as both entrepreneur and brand ambassador for their institutions as well as brand in themselves this chapter draws upon the concept of espoused theories versus theories in use during a three-year Erasmus+ collaboration between seven universities across the European Union under the shadow of Brexit where the chapter’s authors are based and who provide an analytic authoethnographic account of their experience. In the hope that both image and reputation could be enhanced for university, professional links and student experience could be enhanced and best practices exchanged the authors present a number of findings from their experience and from the experience of the participating students drawn from focus group data and secondary data collected over the course of the three-year project. Findings are that while there were many positive outcomes, participation did not necessarily result in the income generation opportunity expected
Transnational Scottish Book Marketing to a Diasporic Audience, 1995-2015
Full text linkThe thesis examines transnational Scottish book marketing to a diasporic audience from 1995 to 2015. The study addresses the research question: what makes marketing of Scottish-interest books from Small to Medium Enterprises (SMEs) in the publishing industry successful transnationally? The data underlying the research comes from semi-structured interviews with members of publishing organisations in Scotland and members of Scottish heritage organisations worldwide, case studies of the marketing histories of economically successful books targeting the diaspora, and narrative rhetorical criticism of the online book blurbs of Scottish-interest books by Scottish publishers. The qualitative results demonstrate that the marketing of Scottish-interest books from SMEs in the publishing industry is successful transnationally when creative relationship marketing through storytelling is emphasised; icons, symbols and narratives from Scotland’s place brand are utilised; and communication of value is targeted to specific subcultures of consumption (like the Scottish diaspora) that transcend national boundaries.
Adopting the definition of marketing as the communication of value of a product or service, the study analyses the influencers, characteristics, and participants of that communication. The research impacts those individuals and organisations, particularly Scottish publishing companies, who are involved in the twenty-first century Scottish book trade. The thesis recommends that to reach the diaspora audience, Scottish publishers need to make a more united effort under Publishing Scotland to approach and partner with Scottish heritage organisations; create working relationships with Global Scot (and Scottish Enterprise more generally), Scottish Development International, Visit Scotland, and Event Scotland; and become more involved in tourism events relating to the Scottish diaspora
Entrepreneurship, marketing and the multicultural:the case of a European Union Erasmus+ Project
Full text linkIn considering the academic as both entrepreneur and brand ambassador for their institutions as well as brand in themselves this chapter draws upon the concept of espoused theories versus theories in use during a three-year Erasmus+ collaboration between seven universities across the European Union under the shadow of Brexit where the chapter’s authors are based and who provide an analytic authoethnographic account of their experience. In the hope that both image and reputation could be enhanced for university, professional links and student experience could be enhanced and best practices exchanged the authors present a number of findings from their experience and from the experience of the participating students drawn from focus group data and secondary data collected over the course of the three-year project. Findings are that while there were many positive outcomes, participation did not necessarily result in the income generation opportunity expected
Operating at the margins of illegal entrepreneurial markets:situating 'rogue shopkeepers' at the SME and criminal interface
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