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 – 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 paper aims to provide insights into the development and management of a customer community, informing product innovation and engaging customers in co‐creation of a consumption experience. Design/methodology/approach – A review of the state of current knowledge about...

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 – 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 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...