Mário Franco, M. D. F. Santos, I. Ramalho
Jul 27, 2014
Journal of Small Business and Enterprise Development
Purpose – Marketing has been seen as one of the greatest problems faced by small- and medium-sized enterprises (SMEs), but simultaneously one of the most important activities for their growth and survival. Therefore, the purpose of this paper is to determine the importance and role of entrepreneurial marketing in SMEs. Design/methodology/approach – To reach this goal, a qualitative approach was adopted, with two case studies (SMEs) selected. As data-collecting instruments, interviews and documentary analysis were used, and the data-treatment technique was content analysis. Findings – The empirical evidence obtained shows that the importance of entrepreneurial marketing is recognized, but that it differs considerably according to firm size. In the SMEs studied, marketing is informal and reactive to market opportunities and the founder-entrepreneur has an influence on the decision-making process. Practical implications – The study contributes to the existing research about the role the founder-entrepreneur ...