Card-based game methods: exploring SME entrepreneurial marketing practice
by Rosalind Jones; Jennifer Rowley
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 16, No. 4, 2012

Abstract: This paper makes a contribution to the research of small-to-medium sized enterprises (SMEs) using qualitative research methodologies. Use of a card-based methodology and semi-structured interviews are reported and how they are used to explore entrepreneurial marketing (EM) in a purposive sample of small software technology firms (SSTFs). The card-game method was used in interviews with owner-managers and employees to empirically test a theoretical qualitative research model, the 'EMICO' framework, and the dimensions of entrepreneurial marketing (EM); to generate definitions of the dimensions; provide insights into individual and firm activities, and assess firm priorities. The card-game method encourages respondents to reflect upon their approaches to EM without researcher bias, allowing for the generation of rich dialogue between marketing researchers and practitioners.

Online publication date: Thu, 14-Aug-2014

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