Presentation
Entrepreneurial marketing: Scale development and validation in the small firm context
Apparel, Events and Hospitality Management Conference Proceedings and Presentations
Document Type
Conference Proceeding
Disciplines
Conference
USASBE 2013 Conference
Publication Date
1-1-2013
Geolocation
(37.7749295, -122.41941550000001)
Abstract
Entrepreneurial marketing (EM) is seen as an integral component of small business success (Hills, Hultman, & Miles, 2008). It is generally conceptualized as marketing processes that firms undertake in ambiguous and resource constrained conditions. However, Ionita (2012) maintained that the EM construct is still under-developed and lacks a unifying theory, leading to fragmented research efforts. The present study addresses scale development and validation of the EM construct, to enhance consistency among measures used in empirical studies.
Copyright Owner
Linda S. Niehm, et al.
Copyright Date
2013
Language
en
Citation Information
Linda S. Niehm, Jessica L. Hurst, Jihyeong Son, Ann Marie Fiore, et al.. "Entrepreneurial marketing: Scale development and validation in the small firm context" San Francisco, California(2013) Available at: http://works.bepress.com/amfiore/6/
This is a proceeding from USASBE 2013 Conference (2013). Posted with permission.