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Generating orders and winning new business - How owners and managers of small businesses describe and approach their market development and marketing activities

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Abstract:

Small businesses deploy specific and transactionally focused approaches to market development and selling that re-define the notion of marketing within this particular organizational context. Indeed, most smaller businesses use alternative terms to marketing to describe these activities. In-depth interviews with small and medium-sized enterprises in the north of England indicated that the most appropriate and meaningful phrases were 'generating orders' and 'developing markets'. The interview transcripts identified specific activities and phases undertaken by small and medium-sized enterprises, as well as their sequence and phasing, generating a shared process framework that was common to the businesses surveyed. Process constraints were analysed, as well as possible means of intervention to enable order generation and winning new business in the small firm.

Keywords: DEVELOPING MARKETS; GENERATING ORDERS; PROCESS MANAGEMENT; SMALL BUSINESS

Document Type: Research Article

DOI: http://dx.doi.org/10.5367/0000000042378114

Publication date: November 1, 2004

More about this publication?
  • Published quarterly, this journal provides a worldwide forum for the exploration and dissemination of ideas and experience relating to the development and application of entrepreneurship. IJEI is interdisciplinary, publishing the highest-quality work in business and management and in the social sciences. Authors and readers are drawn from government, industry and universities. It has particular appeal to researchers and teachers in higher education, especially in business schools, and university departments of management, sociology and psychology.

    Each issue includes double-blind peer-reviewed papers; a case study with teaching notes, an 'Internet Review' section which identifies and reviews Websites on a selected topic, and book reviews. For key topics go to www.ippublishing.com.
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