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...

Purpose – The purpose of this paper is to identify the entrepreneurial competencies that women SME owners perceive to be important to the success of their business, and the competencies that women with high turnover growth rate deem important, and makes a comparison between the two sets of...