عنوان انگلیسی مقاله:
Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
ترجمه فارسی عنوان مقاله:
کارآفرینی در بازاریابی: معاشرت شرکای حاکمیت برند در شرکت های EM
Sciencedirect - Elsevier - Journal of Business Research, 113 (2020) 180-188: doi:10:1016/j:jbusres:2019:03:012
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