Entrepreneurial marketing model for SMEs based on Classic Grounded Theory
Small and medium enterprises (SMEs) have distinctive characteristics that differentiate them from their larger counterparts. One of these characteristics is marketing; poor marketing skills in SMEs would lead to low performance and, in extreme cases, to failure. Therefore, adopting a marketing strat...
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| Format: | Article |
| Language: | fas |
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University of Tehran
2015-03-01
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| Series: | مدیریت بازرگانی |
| Subjects: | |
| Online Access: | https://jibm.ut.ac.ir/article_50732_5c71c3413d77f9064d7b6319cdbeaa40.pdf |
| _version_ | 1818558673270603776 |
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| author | Seyed Reza Seyedjavadin Seyed Mohamad Moghimi Nader Seyyed Amiri |
| author_facet | Seyed Reza Seyedjavadin Seyed Mohamad Moghimi Nader Seyyed Amiri |
| author_sort | Seyed Reza Seyedjavadin |
| collection | DOAJ |
| description | Small and medium enterprises (SMEs) have distinctive characteristics that differentiate them from their larger counterparts. One of these characteristics is marketing; poor marketing skills in SMEs would lead to low performance and, in extreme cases, to failure. Therefore, adopting a marketing strategy based on small business analysis is the fundamental requirement of any successful SME. The term “entrepreneurial marketing” is used for describing the marketing activities conducted by SMEs. The present paper aims at identifying the entrepreneurial marketing characteristics of information technology SMEs based on the classic grounded theory. To achieve this, first, the sample was selected and deep interviews were conducted. The basic model was developed using interviews, findings and analyses. As the secondary objective of the research, interviews with ten SME owner-managers of Denmark, a developed country, was compared with that of the Iranian ICT industry. Based on Glaser’s approach (1995), the results and analyses were used to develop an entrepreneurial marketing theory for the information technology industry. Finally, the components of the entrepreneurial marketing model were described. |
| first_indexed | 2024-12-14T00:15:22Z |
| format | Article |
| id | doaj.art-9e59171f2d8d4833a4f7994b967880d6 |
| institution | Directory Open Access Journal |
| issn | 2008-5907 2423-5091 |
| language | fas |
| last_indexed | 2024-12-14T00:15:22Z |
| publishDate | 2015-03-01 |
| publisher | University of Tehran |
| record_format | Article |
| series | مدیریت بازرگانی |
| spelling | doaj.art-9e59171f2d8d4833a4f7994b967880d62022-12-21T23:25:34ZfasUniversity of Tehranمدیریت بازرگانی2008-59072423-50912015-03-017110112510.22059/jibm.2015.5073250732Entrepreneurial marketing model for SMEs based on Classic Grounded TheorySeyed Reza Seyedjavadin0Seyed Mohamad Moghimi1Nader Seyyed Amiri2Prof., Department of Human Resource, Faculty of Management, University of Tehran, Tehran, IranProf., Department of Public Management, Faculty of Management, University of Tehran, Tehran, IranPhD of Marketing, Department of Business, Faculty of Management, University of Tehran, Tehran, IranSmall and medium enterprises (SMEs) have distinctive characteristics that differentiate them from their larger counterparts. One of these characteristics is marketing; poor marketing skills in SMEs would lead to low performance and, in extreme cases, to failure. Therefore, adopting a marketing strategy based on small business analysis is the fundamental requirement of any successful SME. The term “entrepreneurial marketing” is used for describing the marketing activities conducted by SMEs. The present paper aims at identifying the entrepreneurial marketing characteristics of information technology SMEs based on the classic grounded theory. To achieve this, first, the sample was selected and deep interviews were conducted. The basic model was developed using interviews, findings and analyses. As the secondary objective of the research, interviews with ten SME owner-managers of Denmark, a developed country, was compared with that of the Iranian ICT industry. Based on Glaser’s approach (1995), the results and analyses were used to develop an entrepreneurial marketing theory for the information technology industry. Finally, the components of the entrepreneurial marketing model were described.https://jibm.ut.ac.ir/article_50732_5c71c3413d77f9064d7b6319cdbeaa40.pdfclassic grounded theoryentrepreneurshipEntrepreneurial MarketingSmall and medium enterprise |
| spellingShingle | Seyed Reza Seyedjavadin Seyed Mohamad Moghimi Nader Seyyed Amiri Entrepreneurial marketing model for SMEs based on Classic Grounded Theory مدیریت بازرگانی classic grounded theory entrepreneurship Entrepreneurial Marketing Small and medium enterprise |
| title | Entrepreneurial marketing model for SMEs based on Classic Grounded Theory |
| title_full | Entrepreneurial marketing model for SMEs based on Classic Grounded Theory |
| title_fullStr | Entrepreneurial marketing model for SMEs based on Classic Grounded Theory |
| title_full_unstemmed | Entrepreneurial marketing model for SMEs based on Classic Grounded Theory |
| title_short | Entrepreneurial marketing model for SMEs based on Classic Grounded Theory |
| title_sort | entrepreneurial marketing model for smes based on classic grounded theory |
| topic | classic grounded theory entrepreneurship Entrepreneurial Marketing Small and medium enterprise |
| url | https://jibm.ut.ac.ir/article_50732_5c71c3413d77f9064d7b6319cdbeaa40.pdf |
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