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 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 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...