Entrepreneurial marketing: a comparative study

This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value. Researchers acknowledge that firms adopting other strategic orientations combined with a market orientation are more likely to outperform their competitors. Currently, there are few comparative studies of knowledge-intensive technology firms and no comparative cross-country studies, which consider firm growth and orientation from the EM perspective. This paper addresses these issues by using an entrepreneurial marketing orientation qualitative framework that consists of 15 dimensions, which allow investigation of entrepreneur and employee activities, attitudes and behaviors in such firms. Using a UK and US sample of firms, this research enables assessment of how and why entrepreneurial marketing orientation may lead to sustainable growth for firms in challenging markets and provides a comparison in two different country contexts.     

The Determinants of Nicaraguan Nonagricultural Exporters: A Firm-Level Perspective

Nicaragua, as a small emerging market with a challenging history of economic and political turmoil, is understudied within the international business context. Utilizing the World Bank's 2010 Nicaragua Enterprise Survey, this article explores which nonagricultural Nicaraguan firms are best suited to export. Important findings include firm location, firm size, ownership composition, performance, firm industry, firm quality programs, and firm origin in the informal sector. These findings are discussed within the Nicaraguan context.     

Innovation and diffusion in small firms: Theory and evidence

The article provides an inventory of the strengths and weaknesses of small firms in a dynamic context. To do this it considers verbal accounts of the processes of innovation and diffusion, as well as quantitative studies testing cause-effect relations. It consider both economic and noneconomic factors, concerning issues of motivation, perception and knowledge. First an overall summary is given of the characteristics of small business compared with large business, as a basis for an assessment of strengths and weaknesses. Perhaps the most important characteristic of small business is its diversity, and the article gives the conditions and sources of it. Other core characteristics are small scale, personality and independence of the small firm. From these, derived characteristics, strengths and weaknesses and core strategies can be inferred. From the perspective of the firm, strengths and weaknesses are subsequently analysed for the successive stages of innovation: invention, development, tooling/production, introduction to practice/market. Strengths and weaknesses in diffusion are analysed for the successive stages in the adoption process, as proposed by Rogers. Reference is made to theory and to empirical studies from the literature and from research by the present author.     

Evolving "New Marketing" Philosophies By Merging Existing Concepts: Application Of Process Within Small High-Technology Firms

The important role of small high-technology firms in both job creation and new innovations capable of sustaining a country's competitive advantage has understandably caused many Governments to be interested in factors influencing the market performance of these types of firm. A potential hazard with alternative emerging theories about appropriate marketing philosophies is that polarisation of opinions may cause theorists to reject alternative perspectives despite the fact that observations of "real world" marketing practice may suggest that a hybrid managerial approach is the most appropriate response to prevailing market circumstances. If one accepts this perspective, it permits merger of the transactional, relationship and entrepreneurial schools of marketing thought; thereby generating alternative approaches to marketing practice based upon (i) conservative-transactional, (ii) conservative-relationship, (iii) entrepreneurial-transactional and (iv) entrepreneurial-relationship orientations.

Research questions which arise about a hybrid concept are whether orientation might influence overall performance and the level of internal organisational competencies required of the firm in the key areas of innovation, HRM, employee productivity and decision-making. The results of a mail survey measuring revenue growth suggest that an entrepreneurial-relationship orientation will enhance overall performance of small high-technology firms. The survey also suggests that as entrepreneurial high-technology firms move closer to customers they exhibit higher competencies in areas such as HRM, employee productivity, management of quality and utilisation of information in decision-making.

It is concluded that the research has some interesting implications concerning the appropriate marketing styles available to small, high-technology firms. As entrepreneurial and relationship marketing can enhance performance, then possibly an owner/manager seeking to increase sales may be able to select a style which seem appropriate both to the degree to which customers seek closer relationships with suppliers and the vision of the firm concerning the importance of innovation as a strategy for delivering customer satisfaction. Further research is needed in order to gain additional understanding of (a) the influence of organisational competencies on overall performance and (b) whether marketing style might influence how small high-technology firms acquire the knowledge they require to improve internal operational processes.     

The Effects of Firm Size and Industry on Corporate Giving

Recent downward trends in corporate giving have renewed interest in the factors that shape corporate philanthropy. This paper examines the relationships between charitable contributions, firm size and industry. Improvements over previous studies include an IRS data base that covers a much broader range of firm sizes and industries as compared to previous studies and estimation using an instrumental variable technique that explicitly addresses potential simultaneity between charitable contributions and profitability. Important findings provide evidence of a cubic relationship between charitable giving and firm size and evidence of strong industry effects. The plus-minus-plus regression coefficient sign pattern for the cubic firm size model suggests that small and large firms give more relative to total receipts with lower giving ratios among medium size firms. One interpretation for this finding is that small firms are close to the communities they serve while high visibility creates a need for large firm philanthropy. Strong industry effects provide evidence of inter-industry differences in giving culture and/or different public relations requirements across industries. Christie H. Amato (Ph.D., University of Alabama) is professor of marketing at the Belk College of Business Administration, University of North Carolina, Charlotte. Dr. Amato's research interests lie in the area of strategic marketing, productivity, quality of life and ethics. She has published articles in top marketing journals including: Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Advertising and Journal of Business Research. Louis H. Amato (Ph.D., University of South Carolina) is professor of economics at the Belk College of Business Administration, University of North Carolina-Charlotte. Dr.␣Amato's research interests lie in the areas of market structure and profitability, productivity, quality of life and ethics. He has published articles in top journals including Southern Economic Journal, Review of Industrial Organization, and Quarterly Journal of Business and Economics.     

Reasons for insolvency amongst small firms — A review and fresh evidence

The growing and diverse literature on insolvency is comprehensively and critically reviewed. The limited portfolio that small firms represent, in particular as regards their managerial capabilities, is suggested as an added reason for the strong inverse correlation of probability of insolvency with firm size. The evidence from a hitherto largely untapped source of data, the reports of the British Official Receiver, is analysed using contingency tables. The most important reason for their failure given by the owners of insolvent firms is weaknesses in operational management, particularly in the adequacy of their capital. Marked inter-temporal and interregional differences are evident within the data.     

Market valuation of marketing alliances in East Asia: Korean evidence

This paper investigates firm value created by non-equity marketing alliance announcements of Korean listed firms in terms of stock price reactions to the announcements. We find evidence that on the Korean stock market, the announcements of marketing alliances produce significant positive abnormal returns, which reflect an increase in firm value, around the announcement date. This suggests that firm managers need to seek for various marketing alliances not only for an effective competition in competitive business environments but also for enhancement in shareholder wealth. The increase in firm value has inverse relationship with firm's size and growth opportunity. In particular, marketing alliances with firms based in G7-countries create greater firm value than ones with firms based in the home country. Our study provides investors, firm managers, and academics with valuable implications of an importance of marketing alliances for valuation of firms in other Asian countries as well as in Korea.     

Investigating the Impact of Firm Size on Small Business Social Responsibility: A Critical Review

The impact of smaller firm size on corporate social responsibility (CSR) is ambiguous. Some contend that small businesses are socially responsible by nature, while others argue that a smaller firm size imposes barriers on small firms that constrain their ability to take responsible action. This paper critically analyses recent theoretical and empirical contributions on the size–social responsibility relationship among small businesses. More specifically, it reviews the impact of firm size on four antecedents of business behaviour: issue characteristics, personal characteristics, organizational characteristics and context characteristics. It concludes that the small business context does impose barriers on social responsibility taking, but that the impact of the smaller firm size on social responsibility should be nuanced depending on a number of conditions. From a critical analysis of these conditions, opportunities for small businesses and their constituents to overcome the constraining barriers are suggested.Jan Lepoutre is a PhD candidate in Applied Economics at Ghent University, Belgium. His dissertation focuses on the competences associated with small business social responsibility.Aimé Heene is a professor at the Faculty of Economics and Business Administration at Ghent University, Belgium. He teaches strategic management for private and for public organizations and currently focuses his research on (competence-based) management in public and social profit organizations.     

Where is the Security Blanket? Developing Social Media Marketing Capability as a Shield from Perceived Cybersecurity Risk

Although cybersecurity is important for any organization, firms have little understanding of the ramifications of perceived cybersecurity risk and how marketers can avert its negative marketing outcomes. The inability of firms to prevent massive data breaches in the recent past has heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. This study links cybersecurity risk with firm risk through firm reputation by developing a conceptual framework grounded in perceived risk theory in conjunction with dynamic capabilities and social network theoretical perspectives. Our findings show that social media marketing capabilities enable firms in mitigating the adverse impact of cybersecurity risk in declining firm reputation and value. Thus, this study provides significant implications for marketing theory and practice.     

APPLICATIONS TO SELECT SERVICE SECTORS

The authors report the findings of a survey of architecture firm principals concerning the status of marketing in the architecture profession. Among other key findings, the vast majority of responding principals consider marketing essential to new business development, and believe marketing's importance to firm success is increasing. However, fewer than half of the responding firms have a marketing plan in place. Architecture firms are more oriented toward public relations than marketing, and large firms are more involved in marketing than small firms. Overall, the results suggest a somewhat limited understanding of marketing's role and potential, and the need for architecture firms to either develop better internal marketing expertise or rely more heavily on experienced marketing consultants.     

The Extent of Overestimation of Small Firm Job Creation – An Empirical Examination of the Regression Bias

Davis, Haltiwanger and Schuh (1993; 1996a; 1996b) suggested that the belief that small firms are major contributors of new jobs is largely based on methodological flaws. In particular, their reasoning about the "regression fallacy", i.e., that temporary fluctuations in size systematically biases estimates in favor of small firm job creation, has caught on interest among researchers and concern among policy makers. In this article we attempt to estimate empirically the extent of overestimation of small firm job creation due to the "regression fallacy". It is concluded that the effect is very small and that correcting for it does not lead to qualitative change of the results. There may be good reasons to question to what extent small firms can lead economic development, and whether it is good or bad if they do create most new jobs, but concern for the "regression fallacy" does not seem to be an important issue in this context.     

Implications of marketing capability and research and development intensity on firm default risk

Marketing capability and research and development intensity are firm resources used to increase firm performance and reduce investor risk. This study aims to link marketing capability and research and development intensity, and their interaction to firm default risk. This study is the first to examine marketing capability and research and development intensity regarding their influences on firm default vulnerability and to demonstrate how marketing capability may strengthen research and development intensities’ power on risk reduction. The results reveal a U-shaped relationship between research and development intensity and firm default risk, while marketing capability’s impact is unidirectional. Further, marketing capability strongly moderates the relationship between research and development intensity and firm default risk. For low marketing capability firms, the U-shaped pattern is more significant. For high marketing capability firms, the pattern is not salient and the risk reduction power of research and development intensity is stronger. This research provides useful implications for marketing theories, as well as business practice.     

Testing "Gibrat's Law" for Young Firms – Empirical Results for West Germany

The present paper deals with the question whether "Gibrat's law" is applicable to firms founded between 1989 and 1994 within the West German manufacturing sector or not. We find that firm size follows approximately a log normal distribution. Within the context of the econometric analyses conducted in the present study, firms are subdivided into young firms belonging to technology intensive and non-technology intensive branches as well as in different size classes. A method introduced in Chesher (1979) is used to explore "Gibrat's law" in order to examine the influence of firm size on growth. Using data from the ZEW-Foundation Panel (West), "Gibrat's law" is rejected for the group of young firms belonging to technology intensive branches as well as for those operating in non-technology intensive branches in all periods examined but no significant differences between both firm groups can be observed. This confirms the results of a number of empirical studies over the last few years, indicating that smaller firms have larger growth potential than larger ones.     

Small and Medium Enterprises in Thailand: Recent Trends

This paper reviews the evolution of small and medium firms in Thailand in recent years. It shows that such firms did not preserve their share of total employment during the period 1987–96; indeed, their share fell from 60% to 52% over this period. Much of this decline was felt in the category of very small firms (with less than 10 workers). This aspect is explored further by looking at small firm employment shares in three sub-periods of varying overall economic growth rates. It is found that when overall economic growth is high, the share of small firms tends to contract possibly because many small firms become medium in size and others disband because their owners can find more remunerative employment in larger firms. In slower growth periods, the employment share of small firms appears to rise probably because larger firms may be taking in less new workers or even laying off workers. The paper also calculates productivity measures (technical efficiency and total factor productivity) and shows that different measures give different rankings by size of firm.     

Remuneration Policies in the Marketing Area: Behavioural vs. Performance Measures

This paper analyses the design of control systems and compensation plans in the marketing area of the firm, using the framework proposed by agency theory. Recent research suggests the need to focus the research agenda on compensation policies in particular functional areas and jobs. Following this recommendation, our purpose is to isolate the marketing and sales area in order to concentrate our attention on the specificity of its compensation policies. The central idea is that, in a context where it is easy to supervise workers' or managers' effort, remuneration will be based on employee behaviour and will take the form of a fixed salary. However, if the effort is difficult to control, the firm will establish a compensation system based on the result obtained by the agent.

Our results show that the probability of receiving a variable salary decreases with the size of the firm (because of the scale economies associated with the control process) and job tenure (the asymmetry of information is reduced). However, it increases with the complexity of the task and the foreign ownership of the firm (which makes supervision more difficult). The results also confirm some differences in the remuneration systems adopted in the marketing and sales area, as well as between small and large firms.     

Firm size,strategic advantage,and profit rates in US retailing

Recent industrial economics and marketing strategy literature focuses on the importance of firm size in explaining cross-sectional variations in profit rate. Porter (Competitive Advantage: Creating and Sustaining Superior Performance, Free Press, New York, 1985; and Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free Press, New York, 1998) argues that advantages accrue to large and small firms, while mid-sized rivals often find themselves “stuck in the middle”. For the general merchandize, apparel and restaurant industries, estimation of a cubic relationship between firm size and return on assets reveals the positive, negative, positive pattern for the linear, squared and cubed firm size terms that is consistent with Porter's hypothesis. Moreover, model coefficients indicate an increased dominance of large firms in certain retail markets.     

Marketing planning in the larger family business

In recent decades a considerable literature on marketing planning has accumulated. The larger part relates to marketing planning in big firms with specialized, professional managers. There are books on the subject, like that of Malcolm McDonald which has gone through several editions, and there is also a steady stream of articles in the academic journals. In addition, the marketing planning activities of big firms are referred to by many more writers in the overlapping but broader contexts of “strategic marketing” and “strategic planning”. A lesser part of the literature relates to marketing planning in small firms. The small firms in question are usually very small. Typically they are owner‐managed and employ just a handful of people in a single location. The purpose of this study is to fill a gap in the literature by examining a medium‐sized firm; a category which seems to have been neglected by researchers.

Most modern economies are characterized by a significant group of middle‐sized firms, still owner‐managed, but with multi‐million dollar turnovers. Many of these remain family companies and constitute an important reservoir of business initiative. One such family business is the focus of this study. Given the relative lack of scrutiny of such firms to date, the author decided to conduct an in depth evaluation from within one large, family firm rather than seek by means of questionnaire to obtain information from a significant sample of the group. The results of the study suggest that neither the existing typologies of small firm approaches to marketing nor the formal models of marketing planning attributed to big companies necessarily characterize the marketing planning and management of larger, family businesses.     

The Rainmaker in Today's Professional Service Organizations

ABSTRACT

Professional service firms have relied heavily in the past on a small number of rainmakers-people who have influence and bring business into their firms. In today's competitive marketplace, everyone in the organization must be involved in the practice development process. This paper, based on a series of interviews with accounting professionals, identifies the roles and responsibilities for practice development inherent at every stage of the professional accountant's career path. Additionally, the roles and responsibilities of marketing professionals in professional service firms are also considered.     

Is marketing agility important for emerging market firms in advanced markets?

Marketing agility has recently gained the attention of international marketing managers and scholars. However, scholars have not examined how this capability directly and indirectly influences firm performance and how the effects change under the complex market conditions facing emerging market (EM) firms in advanced economy (AE) markets. Hence, underpinned by the dynamic capability and complexity theories, this study investigates the direct effect of marketing agility—a dynamic meta-capability involving market sensing, speed, flexibility and responsiveness—on firm performance and its indirect effect via marketing program adaptation. Moreover, it explores changes in these direct and indirect relationships under varying market complexity levels. EM firms are often disadvantaged owing to AE market complexity, such as the presence of low-cost advantage of local AE firms. Hence, investigating this framework in this context is valuable. Using data on Pakistani firms exporting to AE markets, the study finds that marketing agility influences firm performance, and the influence is stronger under high market complexity. When market complexity is low, the influence is mediated by the firms’ ability to adapt their marketing program to meet AE market requirements. Supporting theoretical and managerial implications are offered.