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Mobilizing relationship marketing to ensure venture development in a rural resource-constrained bilingual context: The case of Draig Technology Limited

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  • Sara Parry

    (Bangor University)

  • Paul Westhead

Abstract

The evolution of relationship marketing (RM) in a new technology-based firm (NTBF) located in a rural resource-constrained bilingual context is explored over a five year period. Evidence from an in-depth longitudinal case study illustrates that a novice entrepreneur can adapt by developing mutually beneficial relationships to retain customers and acquire resources required for venture development. By analysing information from the NTBF’s entrepreneur, customers and other actors, we build theory and present propositions relating to the RM process. We contribute by illustrating that social embeddedness is a key dimension of RM in a rural resource - constrained bilingual context. Implications for practice are discussed

Suggested Citation

  • Sara Parry & Paul Westhead, 2016. "Mobilizing relationship marketing to ensure venture development in a rural resource-constrained bilingual context: The case of Draig Technology Limited," Working Papers 16002, Bangor Business School, Prifysgol Bangor University (Cymru / Wales).
  • Handle: RePEc:bng:wpaper:16002
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    File URL: https://www.bangor.ac.uk/business/research/documents/BBSWP-16-02.pdf
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    References listed on IDEAS

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    Keywords

    Relationship marketing; bilingual context; social embeddedness; new technology-based firm.;
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