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 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...

Purpose – This paper's aim is to help hospitality management executives and graduate students to understand and to develop marketing expertise in the small hotel sector. Design/methodology/approach – Case studies for three hotels illustrate some major marketing challenges for the small hotel...

Purpose – This research paper seeks to contribute to discussions at the marketing and entrepreneurship interface from the small to medium‐sized enterprise (SME) perspective, in particular to further developments in the entrepreneurial marketing (EM) literature by presenting a research...

Purpose – This article aims to address the paucity of research in relation to eating establishments and food marketing by focussing on the public house sector in the UK. Design/methodology/approach – This research uses secondary data and a qualitative case study approach to investigate pub...

Purpose – The purpose of this paper is to contribute to the understanding of marketing in small hotels specifically, and, more generally, to the area of SME or entrepreneurial marketing. Design/methodology/approach – A deductive‐inductive approach based on interviews with 15 small hotel...

Purpose – The purpose of this exploratory research is to analyse the marketing activities of software companies in the UK educational software sector. The paper aims to explore the marketing environment and to investigate whether there are differences in experiences, attitudes and approaches...

This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value....

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...