MARKETING DEVELOPMENT THROUGH NETWORKING: A COMPETENCY BASED APPROACH FOR SMALL FIRM ENTREPRENEURS

In recent years the use of networks and, in particular, personal contact networks (PCNs) has emerged as a focus for research in the area of small firm entrepreneurship. A tacit theme emerging from this area has been the need for entrepreneurs to develop a competency in using their PCNs as a means of resolving marketing problems faced in developing their enterprises. The competency literature itself focuses primarily on the subject of management development, with scant attention given to the identification of specific competences for small firm entrepreneurs and, in particular, the challenges they face in marketing decision‐making. Previous research by the authors addressed this shortcoming and pointed to the value of using PCNs for resolving marketing problems in the entrepreneurial small firm. A spectrum of entrepreneurial competences critical for marketing‐led enterprise development was developed. A conceptual model is proposed of how small firm entrepreneurs might use their existing competency strengths to develop a further competency in the proactive use of PCNs, a strength which is critical for the planned success of the entrepreneurial enterprise.