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...

Paper presented to the 9th European Conference on Research Methods in Business and Management, 24-25 June, Madrid, Spain.