Title: Card-based game methods: exploring SME entrepreneurial marketing practice

Authors: Rosalind Jones; Jennifer Rowley

Addresses: Bangor Business School, Bangor University, Bangor, Gwynedd, Wales, LL57 2DG, UK. ' Department of Information and Communications, Manchester Metropolitan University, Rosamund Street West, Manchester, England, M15 6LL, UK

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.

Keywords: small business; SMEs; small and medium-sized enterprises; marketing research; qualitative research; software technology; entrepreneurial marketing; entrepreneurship; small firms; card games.

DOI: 10.1504/IJESB.2012.047614

International Journal of Entrepreneurship and Small Business, 2012 Vol.16 No.4, pp.485 - 502

Published online: 05 Jul 2012 *

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