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A commentary on current research at the marketing and entrepreneurship interface

Citation

Miles, M and Darroch, J, A commentary on current research at the marketing and entrepreneurship interface, Journal of Small Business Management, 46, (1) pp. 46-49. ISSN 0047-2778 (2008) [Refereed Article]


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Copyright Statement

The definitive published version is available online at: http://onlinelibrary.wiley.com/

Official URL: http://onlinelibrary.wiley.com/

DOI: doi:10.1111/j.1540-627X.2007.00230.x

Abstract

Office Depotís generous support of the Journal of Small Business Managementís Small Business Research Forum and special issue on marketing and entrepreneurship has resulted in a series of excellent paper presentations from which this special issue was developed. The two papers that we had the pleasure to work with, and in one case actually present for the authors, were "Brand Management in Small to Medium-Sized Enterprise," by Pierre Berthon, Michael T. Ewing, and Julie Napoli and "Understanding Market- Driving Behavior: The Role of Entrepreneurship," by Minet Schindehutte, Mike Morris, and Akin Kocak. We will discuss each paper in terms of what makes the paper important to scholars who work at the marketing and entrepreneurship interface, potential extensions, and the common theoretical domain that both papers converge upon. Brand Management in Small to Medium-Sized Enterprises This paper is an extension of the Ewing and Napoli (2005) brand orientation scale for not-for profits applied to a for-profit small to medium-sized enterprise (SME) context. Berthon, Ewing, and Napoli (2006) contribute greatly to our understanding of the value of an intangible asset (the brand) in the ability of an SME to leverage marketing capabilities to build competitive advantage. The authors propose that brand management practices (BMPs) are performance drivers and those BMPs can be used to help "differentiate highversus low-performing" SMEs and large organizations (Berthon, Ewing, and Napoli 2006). BMP metrics were derived from Kellerís (2000) brand report card and together on the important question of developing an understanding of the interrelationship between marketing and entrepreneurship in the SME context. We hope that this issue will stimulate further empirical and conceptual research at the marketing/entrepreneurship interface that is both managerially useful and academically constructive.

Item Details

Item Type:Refereed Article
Research Division:Commerce, Management, Tourism and Services
Research Group:Business and Management
Research Field:Entrepreneurship
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Miles, M (Professor Morgan Miles)
ID Code:67894
Year Published:2008
Web of Science® Times Cited:4
Deposited By:Management
Deposited On:2011-03-08
Last Modified:2015-02-02
Downloads:3 View Download Statistics

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