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

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Qualitative Market Research: An International Journal, published by and copyright Emerald Group Publishing Limited.

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 Drawing on B2B Relationship Marketing and management theory, this research seeks to better understand customer-perceived value in B2B contexts, specifically what customers expect from their relationships with suppliers. The study therefore aims to explore the customer’s perspective of...

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 This study explores the success and failure of two similar small software technology firms from a marketing perspective, where there is a paucity of research. Using a dyadic approach, this research compares the degree of customer orientation and innovativeness exhibited in both firms by...