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Marketing research, a succes factor for an entrepreneur

Author

Listed:
  • Liviu CIUCAN-RUSU

    (“Petru Maior” University of Târgu-Mures, Romania)

  • Manuela Rozalia GABOR

    (“Petru Maior” University of Târgu-Mures, Romania)

  • Iulia APAVALOAIE

    (“Petru Maior” University of Târgu-Mures, Romania)

Abstract

The aim of our paper is to emphasize the importance of partnership in the case of a small business. Being one of the main features of the marketing strategy, marketing research is often perceived as a feature of big companies, involving huge effort of people and budget. In the case of an entrepreneur, “condemned” to run the business on his own, the need for networking is one of the most important function in order to reach substantial benefits. In this respect, we have designed a case to express the positive effects of collaboration with experts in the case of marketing research in order to increase the value of decision in customer satisfaction and positioning.

Suggested Citation

  • Liviu CIUCAN-RUSU & Manuela Rozalia GABOR & Iulia APAVALOAIE, 2011. "Marketing research, a succes factor for an entrepreneur," Romanian Journal of Economics, Institute of National Economy, vol. 33(2(42)), pages 125-137, December.
    • Handle: RePEc:ine:journl:v:2:y:2011:i:42:p:125-137
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    References listed on IDEAS

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    1. Manuela Rozalia Gabor, 2007. "Types of non-probabilistic sampling used in marketing research. „Snowball” sampling," Management & Marketing, Economic Publishing House, vol. 2(3), Autumn.
    2. Parker, Simon C., 2011. "Intrapreneurship or entrepreneurship?," Journal of Business Venturing, Elsevier, vol. 26(1), pages 19-34, January.
    3. Antoncic, Bostjan & Hisrich, Robert D., 2001. "Intrapreneurship: Construct refinement and cross-cultural validation," Journal of Business Venturing, Elsevier, vol. 16(5), pages 495-527, September.
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    Cited by:

    1. Dudin, Mikhail & Nikolaj Vasil'evich Lyasnikov & Valentina Nikolaevna Sidorenko & Lidija Sergeevna Leont'va & Konstantin Jur'evich Reshetov, 2015. "Business Model Canvas as a basis for competitive advantage of enterprise structures in agroindustrial sphere," Published Papers d151, Russian Presidential Academy of National Economy and Public Administration.

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    More about this item

    Keywords

    entrepreneurship; marketing research; small business administration;
    All these keywords.

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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