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Biographical research as a methodology for understanding entrepreneurial marketing

Fillis, IR (2015) Biographical research as a methodology for understanding entrepreneurial marketing. International Journal of Entrepreneurial Behaviour and Research, 21 (3). pp. 429-447. ISSN 1355-2554

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Abstract

Purpose: This paper responds to the Special Issue call by developing the case for enhancing understanding of entrepreneurial marketing by utilising biographical research. This builds on the limited existing research in entrepreneurial marketing using this approach. Methodology: Five entrepreneurial marketers are assessed using biographical research. Findings: Understanding of entrepreneurial marketing is enhanced by the adoption of biographical research. The individuals assessed clearly show the connection between the telling of a life story and how a business is run using an entrepreneurial marketing approach. Biographical techniques succeed in addressing the need for situation specific understanding. Creativity and other entrepreneurial marketing core competencies contribute to shaping competitive advantage through their ability to influence entrepreneurial marketing behaviour, market creation and growth activities. Research implications: Biographical research can provide the additional theoretical and practical insight which entrepreneurial marketing requires to enable triangulation with existing research findings, helped by its longitudinal perspective and embeddedness in the social and business worlds. Practical implications: Entrepreneurial marketers can make use of biographical research findings due to their readability and association with their own practices to help shape future strategies. Originality/value: Although increasingly popular in entrepreneurship and small business research, the biographical approach has been underutilised in entrepreneurial marketing research. These research results enhance existing understanding of the foundations of entrepreneurial marketing.

Item Type: Article
Uncontrolled Keywords: 1503 Business And Management
Subjects: H Social Sciences > HF Commerce > HF5001 Business
Divisions: Liverpool Business School
Publisher: Emerald
Related URLs:
Date Deposited: 29 Jun 2016 10:39
Last Modified: 13 Sep 2017 14:46
DOI or Identification number: 10.1108/IJEBR-11-2013-0207
URI: http://researchonline.ljmu.ac.uk/id/eprint/3822

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