Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis

Bruce, Helen and Rooney, Tara and Krolikowska, Ewa (2023) Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis. Journal of Marketing Management. ISSN 0267-257X

[thumbnail of AAM RJMM-2022-0157]
Text (AAM RJMM-2022-0157)
AAM_RJMM_2022_0157.docx - Accepted Version
Available under License Creative Commons Attribution.

Download (252kB)

Abstract

Understanding effective marketing decision-making is key to driving business performance. However, knowledge of marketing decision-making by microbusiness owners is limited. Moreover, little is known about how microbusiness owners make marketing decisions under crisis conditions. This article explores entrepreneurial marketing decision-making by women microbusiness owners during the COVID-19 pandemic, through qualitative interviews with providers of children’s activities, who migrated their services online during lockdown. Findings shed light on their marketing decision-making by highlighting transitions between causation and effectuation approaches and identifying key resources leveraged in effectuation decision-making. We also observe how distinct principles of effectuation may be combined to make effective marketing decisions. In addition, we discern interactions within networks and membership of communities of practice as collective influences on women microbusiness owners’ entrepreneurial marketing decision-making.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Uncontrolled Keywords:
Research Output Funding/no_not_funded
Subjects:
?? microbusinesswomen entrepreneursentrepreneurial decision-makingmarketing decision makingcommunities of practicecrisis managementno - not fundednostrategy and managementmarketing ??
ID Code:
193276
Deposited By:
Deposited On:
23 May 2023 15:15
Refereed?:
Yes
Published?:
Published
Last Modified:
15 Jul 2024 23:48