Entrepreneurial marketing: the entrepreneurship, marketing Interface
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Herzogenrath
Shaker
2012
|
| Schriftenreihe: | Berichte aus der Betriebswirtschaft
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 221 S. graph. Darst. 230 mm x 160 mm, 333 g |
| ISBN: | 9783844006872 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804149108798128128 |
|---|---|
| adam_text | IMAGE 1
CONTENTS
PART 1 INTRODUCTION 7
CHAPTER 1: ENTREPRENEURSHIP AND MARKETING 9
1.1. ENTREPRENEURSHIP IN NORWAY 9
1.2. NEW BUSINESSES IN NORWAY 11
1.3. THE ENTREPRENEURSHIP/MARKETING INTERFACE 13
1.4. SUMMARY 14
CHAPTER 2: PROBLEM STATEMENT AND THEORETICAL POSITIONING 17
2.1. PROBLEM STATEMENT 17
2.1.1. CLARIFICATION OF RESEARCH QUESTION 21
2.1.2. DEFINITIONS 2 3
2.2. POSITIONING 24
2.2.1. HERMENEUTICS AS A THEORETICAL POSITION 25
2.2.2. POSITIONING 30
2.3. STRUCTURE 31
2.4. SUMMARY 32
PART 2 ENTREPRENEURIAL MARKETING 33
CHAPTER 3: THE ENTREPRENEURSHIP/MARKETING INTERFACE 35
3.1. ENTREPRENEURSHIP 35
3.2. MARKETING 4 0
3.3. THE RESEARCH INTEREST IN ENTREPRENEURIAL MARKETING 45
3.4. ENTREPRENEURIAL MARKETING DEFINED 50
3.5. SUMMARY 50
CHAPTER 4: MARKETING IN NEW BUSINESSES 5 3
4.1. NORMATIVE THEORIES ON MARKETING 53
4.2. MARKET ORIENTATION 55
4.3. EVOLUTIONARY MODELS OF MARKETING IN NEW BUSINESSES 5 7
4.4. MARKETING IN NEW BUSINESSES AS A PROCESS 62
4.5. PERSPECTIVES ON CORPORATE STRATEGY 65
4.6. SUMMARY 6 6
PART 3 METHODOLOGY 6 9
CHAPTER 5: METHOD 71
5.1. WHAT IS A HERMENEUTICAL ANALYSIS? 71
5.2. QUALITATIVE OR QUANTITATIVE? 7 3
5.3. METHODOLOGY OF THE STUDY 75
5.3.1. SAMPLE 75
5.3.2. SAMPLING THROUGH OBSERVATION 76
5.3.3. INTERVIEW 76
5.3.4. INTERVIEW TECHNIQUE 7 9
5.3.5. TRANSCRIPTS 84
5.3.6. BUSINESS PLANS 8 6
5.4. ANALYTICAL TOOLS AND PRINCIPLES 8 6
5.4.1. ANALYSIS OF INTERVIEWS . 86
5.4.2. ANALYSIS O F BUSINESS PLANS 87
5.4.3. SOFTWARE AND QUALITATIVE ANALYSIS 87
5.4.4. CODING 89
5.5. THE QUALITY OF DATA 9 0
5.6. SUMMARY 92
HTTP://D-NB.INFO/1019653086
IMAGE 2
CHAPTER 6: INTRODUCTION TO THE ANALYSIS 94
6.1. INFORMANTS 94
6.2. COMPANIES 96
6.3. HIERARCHY OF CODES 99
6.3.1. DISCOVERING 101
6.3.2. ORGANIZING 102
6.3.3. EXPLOITING 104
6.4. SUMMARY 105
PART 4 ANALYSIS 106
CHAPTER 7: DISCOVERING THE OPPORTUNITY 108
7.1. DEVELOPMENT PROCESS 109
7.1.1. CONCEPT DEVELOPMENT 110
7.1.2. LEARNING 112
7.1.3. NON-RELATED BUSINESS IDEAS 113
7.1.4. MOTIVATION AND VISION 114
7.1.5. SELF-ORIENTATION 115
7.2. THE BUSINESS IDEA 116
7.2.1. MARKET OPPORTUNITY 116
7.2.2. PRODUCT INNOVATION 119
7.3. DISCUSSION OF DISCOVERING 121
7.3.1. OUTLINE OF A DIALECTICAL PERSPECTIVE 122
7.3.2. INFORMATION PROCESSES 124
7.4. SUMMARY 126
CHAPTER 8: ORGANIZING BUSINESSES 128
8.1. FINANCING 129
8.1.1. PUBLIC BENEFIT 129
8.1.2. BANK LOANS 130
8.1.3. INVESTORS 131
8.1.4. SAVINGS AND UNPAID HOURS 132
8.2. ORGANIZATION 133
8.2.1. ADMINISTRATIVE PROCEDURES 133
8.2.2. SECOND TIER RESOURCES 134
8.2.3. COOPERATION 135
8.2.4. PILOT-PROJECT 136
8.2.5. TEAM137 8.3. THE PLANNING PROCESS 138
8.3.1. PLANNING STYLE 138
8.3.2. MARKETING PHILOSOPHY 143
8.3.3 IMPLEMENTATION 150
8.4. GOVERNMENTAL AGENCIES 153
8.4.1. INSTITUTIONAL PRESSURE 153
8.4.2. OPPORTUNISM 156
8.4.3. CREDIBILITY 157
8.5. DISCUSSION OF ORGANIZING 158
8.5.1. SUBSIDY ORIENTATION 159
8.5.2. NEW VENTURES AND RADICAL INNOVATION 162
8.5.3. REVISITING THE DIALECTICAL PERSPECTIVE 163
8.6. SUMMARY 164
CHAPTER 9: EXPLOIT 166
9.1. STRATEGIC APPROACH 167
9.1.1. NICHE STRATEGY 167
9.1.2. DIFFERENTIATION 169
9.1.3. STRATEGIES FOR SURVIVAL 171
9.2. TACTICS 173
9.2.1. INTERACTIVE MARKETING - THE FIRST CUSTOMERS 173
9.2.2. TRANSACTION MARKETING 177
9.2.3. DATABASE MARKETING 180
9.2.4. NETWORK MARKETING 181
9.3. DISCUSSION OF EXPLOITING 184
IMAGE 3
9.3.1. METHODOLOGICAL CHALLENGES 185
9.3.2. STRATEGY 185
9.3.3. TACTICS 186
9.4. SUMMARY 187
CHAPTER 10: CONCEPTUALIZING ENTREPRENEURIAL MARKETING 188
10.1. ENTREPRENEURIAL MARKETING 188
10.2. MARKETING IN NEW BUSINESSES 190
10.3. CONCEPTUALIZATION 193
10.4. PRACTICAL IMPLICATIONS 197
PART 5 CONCLUSION 2 0 0
CHAPTER 11: CONCLUSION 202
11.1. RESEARCH PROBLEM AND QUESTIONS 202
11.2. APPROACH TO THE ISSUES 203
11.3. CONTRIBUTION TO ENTREPRENEURIAL MARKETING 203
11.4. PRACTICAL IMPLICATIONS 206
11.5. FURTHER RESEARCH 208
REFERENCES 209
|
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| illustrated | Illustrated |
| indexdate | 2024-07-10T00:17:47Z |
| institution | BVB |
| isbn | 9783844006872 |
| language | English |
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| series2 | Berichte aus der Betriebswirtschaft |
| spelling | Fjelldal-Soelberg, Frode Verfasser aut Entrepreneurial marketing the entrepreneurship, marketing Interface Frode Fjelldal-Soelberg Herzogenrath Shaker 2012 221 S. graph. Darst. 230 mm x 160 mm, 333 g txt rdacontent n rdamedia nc rdacarrier Berichte aus der Betriebswirtschaft Unternehmensgründung (DE-588)4078599-3 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmensgründung (DE-588)4078599-3 s Marketing (DE-588)4037589-4 s DE-604 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024997413&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Fjelldal-Soelberg, Frode Entrepreneurial marketing the entrepreneurship, marketing Interface Unternehmensgründung (DE-588)4078599-3 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4078599-3 (DE-588)4037589-4 |
| title | Entrepreneurial marketing the entrepreneurship, marketing Interface |
| title_auth | Entrepreneurial marketing the entrepreneurship, marketing Interface |
| title_exact_search | Entrepreneurial marketing the entrepreneurship, marketing Interface |
| title_full | Entrepreneurial marketing the entrepreneurship, marketing Interface Frode Fjelldal-Soelberg |
| title_fullStr | Entrepreneurial marketing the entrepreneurship, marketing Interface Frode Fjelldal-Soelberg |
| title_full_unstemmed | Entrepreneurial marketing the entrepreneurship, marketing Interface Frode Fjelldal-Soelberg |
| title_short | Entrepreneurial marketing |
| title_sort | entrepreneurial marketing the entrepreneurship marketing interface |
| title_sub | the entrepreneurship, marketing Interface |
| topic | Unternehmensgründung (DE-588)4078599-3 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Unternehmensgründung Marketing |
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