سال انتشار:

2020

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عنوان انگلیسی مقاله:

Entrepreneurship in marketing: Socializing partners for brand governance in EM firms

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ترجمه فارسی عنوان مقاله:

کارآفرینی در بازاریابی: معاشرت شرکای حاکمیت برند در شرکت های EM

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منبع:

Sciencedirect - Elsevier - Journal of Business Research, 113 (2020) 180-188: doi:10:1016/j:jbusres:2019:03:012

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نویسنده:

Michelle Renton

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چکیده انگلیسی:

We present case studies of opportunity exploration and exploitation in two small, established Entrepreneurial Marketing firms who actively build online and offline partnerships with a range of stakeholders. We use ef- fectuation principles to explore the use of the relational norms of trust, selection, solidarity, information ex- change and flexibility within the firms, considering these as mechanisms used by the organization to socialise their partners. We examine the way firms vary their emphasis on trust, selection, solidarity and information exchange in line with the nature and importance of the partnership, and how each contributes to opportunity exploration. We also examine how flexibility enables the exploitation of opportunities validated as having po- tential. Finally, we present a theoretical framework based on our results along with propositions for future research. Contributions are made to entrepreneurial marketing, effectuation, and brand governance literatures.
Keywords: Entrepreneurial marketing | Socialization | Effectuation Relational norms | Brand governance | SMEs

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قیمت: رایگان

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توضیحات اضافی:

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