Purpose – This paper seeks to provide insights into key areas of business support used by technology entrepreneurs who start businesses in north west Wales. Design/methodology/approach – This research uses a qualitative research approach and a purposive sample of eight small technology firms...

Purpose – This study seeks to explore the success and failure of two similar small software technology firms from a marketing perspective. Using a dyadic approach, the research aims to compare the degree of customer orientation and innovativeness exhibited in both firms and to understand...

Purpose The purpose of this paper is to explore the evolution of relationship marketing (RM) in a new technology-based firm (NTBF) and to illustrate how social embeddednesss benefits can be achieved by engaging in RM in a rural resource-constrained bilingual context. Design/methodology/approach...

Research to date has not systematically examined the role and relative impact of individual-level cultural orientations. The literature offers no dominant approach as to the nature (direct, moderating or both) of individual-level cultural orientations. Thus, examination and comparison of the...

Purpose – The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs (small to medium‐sized enterprises) using a mixed methods approach. Design/methodology/approach – The methodology combined qualitative research methods along with...