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Generating orders and winning new business:how owners and managers of small businesses describe and approach their market development and marketing activities

Atherton, Andrew and Sear, Leigh (2004) Generating orders and winning new business:how owners and managers of small businesses describe and approach their market development and marketing activities. The International Journal of Entrepreneurship and Innovation, 5 (4). pp. 255-265. ISSN 1465-7503

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Abstract

Small businesses deploy specific and transactionally focused approaches to market development and selling that re-define the notion of marketing within this particular organizational context. Indeed, most smaller businesses use alternative terms to marketing to describe these activities. In-depth interviews with small and medium-sized enterprises in the north of England indicated that the most appropriate and meaningful phrases were 'generating orders' and 'developing markets'. The interview transcripts identified specific activities and phases undertaken by small and medium-sized enterprises, as well as their sequence and phasing, generating a shared process framework that was common to the businesses surveyed. Process constraints were analysed, as well as possible means of intervention to enable order generation and winning new business in the small firm.

Item Type: Article
Journal or Publication Title: The International Journal of Entrepreneurship and Innovation
Uncontrolled Keywords: Developing markets ; Generating orders ; Process management ; Small business
Subjects:
Departments: VC's Office
Lancaster University Management School > Institute for Enterprise & Entrepeneurial Development (IEED)
ID Code: 76089
Deposited By: ep_importer_pure
Deposited On: 21 Oct 2015 06:04
Refereed?: Yes
Published?: Published
Last Modified: 05 Nov 2017 00:04
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/76089

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