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Marketing in smes: the role of entrepreneurial sensemaking

Author

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  • Bettiol, M
  • Di Maria, E
  • Finotto, Vladi

Abstract

Marketing literature has emphasized the factors hampering marketing planning and strategizing in small firms, in particular resource scarcity, lack of specialized structures and competences. Recent streams of literature in entrepreneurial marketing have nonetheless shown that small firms do engage in peculiar marketing strategies and activities that do not necessarily reflect codified processes observed in large organizations. Within this line of research, the article aims at contributing to extant theory in entrepreneurial marketing placing under scrutiny the generative moments of marketing strategies in small firms. Through the integration of literature in entrepreneurial marketing and in entrepreneurship and through the analysis of four case studies, the article proposes a conceptual framework that emphasizes the centrality of entrepreneurial sensemaking in small and medium-sized enterprises’ marketing strategies. We posit that entrepreneurs are engaged in the construction of interpretive frameworks that, when explicated and made accessible to consumers and stakeholders, legitimate novel business ideas and logics. These interpretive frameworks structure the content and processes of marketing activities. Theoretically, the article aims at contributing to the debate on marketing in small businesses shedding light on the processes underlying the formation of marketing strategies. Propositions are offered to guide future empirical research based on the proposed conceptual framework.

Suggested Citation

  • Bettiol, M & Di Maria, E & Finotto, Vladi, 2012. "Marketing in smes: the role of entrepreneurial sensemaking," MPRA Paper 39405, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:39405
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    File URL: https://mpra.ub.uni-muenchen.de/39405/1/MPRA_paper_39405.pdf
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    References listed on IDEAS

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    Cited by:

    1. Hemme, Florian & Morais, Dominic G. & Bowers, Matthew T. & Todd, Janice S., 2017. "Extending sport-based entrepreneurship theory through phenomenological inquiry," Sport Management Review, Elsevier, vol. 20(1), pages 92-104.
    2. Huarng, Kun-Huang, 2013. "A two-tier business model and its realization for entrepreneurship," Journal of Business Research, Elsevier, vol. 66(10), pages 2102-2105.
    3. Don Jyh-Fu Jeng & Artur Pak, 2016. "The variable effects of dynamic capability by firm size: the interaction of innovation and marketing capabilities in competitive industries," International Entrepreneurship and Management Journal, Springer, vol. 12(1), pages 115-130, March.
    4. Wu, Chih-Wen, 2013. "Global-innovation strategy modeling of biotechnology industry," Journal of Business Research, Elsevier, vol. 66(10), pages 1994-1999.
    5. Alexandre Momparler & Carlos Lassala & Domingo Ribeiro, 2013. "Efficiency in banking services: a comparative analysis of Internet-primary and branching banks in the US," Service Business, Springer;Pan-Pacific Business Association, vol. 7(4), pages 641-663, December.

    More about this item

    Keywords

    Entrepreneurship; Marketing; Sensemaking;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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