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Entrepreneurial marketing and hybrid entrepreneurship: the case of JM Reid Bamboo Rods
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-9575-6676
Beedie School of Business, Simon Fraser University, Vancouver, Canada.
Beedie School of Business, Simon Fraser University, Vancouver, Canada. Hanken School of Economics, Helsinki, Finland.
2019 (English)In: Journal of Marketing Management, ISSN 0267-257X, E-ISSN 1472-1376, Vol. 35, no 9-10, p. 867-885Article in journal (Refereed) Published
Abstract [en]

Through the presentation of the case of James Reid, a hybrid entrepreneur that transitioned towards full-time entrepreneurship, this paper discusses a number of entrepreneurial marketing issues faced by a small business. When presented with several opportunities for business growth, Reid evaluates the extent to which growth could impact his business model, brand image and his passion. The case study demonstrates the importance of maintaining brand values and establishing a clear strategic orientation in order to create a strong brand. However, these are shown to also significantly limit the growth prospects of the business. The discussion of the case delves into these issues together with an examination of the entrepreneurial journey of a highly skilled transitory hybrid entrepreneur. This paper further introduces the concept of a comfort entrepreneur, one that willingly halts the growth of their venture, and examines the business implications thereof.

Place, publisher, year, edition, pages
Taylor & Francis, 2019. Vol. 35, no 9-10, p. 867-885
Keywords [en]
Entrepreneurial marketing, hybrid entrepreneurship, growth strategy, strategic orientation, brand equity, comfort entrepreneur
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-77393DOI: 10.1080/0267257X.2019.1637921ISI: 000598965500005Scopus ID: 2-s2.0-85069045974OAI: oai:DiVA.org:ltu-77393DiVA, id: diva2:1385338
Available from: 2020-01-14 Created: 2020-01-14 Last updated: 2021-12-13Bibliographically approved
In thesis
1. The marketing-entrepreneurship interface: an evaluation of hybrid entrepreneurs
Open this publication in new window or tab >>The marketing-entrepreneurship interface: an evaluation of hybrid entrepreneurs
2021 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Marketing and entrepreneurship may often be treated as distinct streams of academic research, however their complementary nature in practice highlights a number of areas of overlap between the two disciplines. The emergence and subsequent growth of entrepreneurial marketing has highlighted the intersection between marketing and entrepreneurship, with scholars expanding the context within which entrepreneurial marketing is examined. Entrepreneurial marketing is a particularly relevant concept in global business markets today, given that the current economic environment in which entrepreneurs operate is one where change is inevitable and traditional attempts to plan are often undermined by uncertainty. Uncertainty as a result of technological changes coupled with shifts in the labour market have resulted in the growth of a particular type of entrepreneur, the hybrid entrepreneur. The number of these individuals, who traverse a grey area between traditional labour markets and self-employment, have grown drastically in recent years. However, little research has explicitly examined the unique nature of these individuals, in particular, the entrepreneurial marketing efforts and subsequent challenges faced in establishing and growing their ventures. This informed the purpose of this dissertation, which is to address its research statement: What are the entrepreneurial marketing efforts and challenges faced by hybrid entrepreneurs?

The empirical component of this research spans four research papers. Paper 1 examined the research question: What is the intellectual landscape, scientific productivity and impact of authors, articles and journals in the entrepreneurial marketing field? This empirical paper offered insight into the burgeoning field of entrepreneurial marketing through a bibliographic analysis, in particular, considering whether publications in the field have considered entrepreneurial marketing from the perspective of hybrid entrepreneurship. Paper 2 examined the research question: What are the specific factors that motivate individuals to become hybrid entrepreneurs? This empirical paper made use of a qualitative research methodology, in particular interviewing hybrid entrepreneurs to uncover deep-rooted motivations for engaging in hybrid entrepreneurship. Paper 3 examined the research question: What are the factors that drive the likelihood of transitioning from hybrid entrepreneurship to full-time entrepreneurship? This conceptual paper examined literature in the fields of entrepreneurship and hybrid entrepreneurship, ultimately presenting a conceptual model of the transition period rooted in experiential learning theory. Paper 4 examined the research question: What entrepreneurial marketing issues does one face when growing their small business and how do these issues affect business growth? This empirical paper presented a qualitative case study analysis that examined an individual who had traversed hybrid entrepreneurship throughout the development of their venture.

The contribution of the research is its challenge of traditional, outdated conceptualisations of entrepreneurship by counteracting the apparent invisibility of hybrid entrepreneurship in the literature. This research has delineated the role of the entrepreneur is affecting business decisions that may ultimately be to the detriment of business growth. This dissertation drew parallels between entrepreneurship and marketing literature, where similar decisions may be made and justified to willingly halt business growth yet critiqued in very different ways. This research has further explicated the hybrid entrepreneurial journey in a manner that allows for entrepreneurial marketing issues to be examined at different stages in the journey.

This dissertation is organised as follows. The first chapter introduces the research domain and describes the research problem. The second chapter presents a literature review of extant literature, thereafter the third chapter outlines the development of the four research questions examined in the four papers comprising this dissertation. The fourth chapter discusses the methodology employed in the dissertation, offering insight into the methodological decisions made in each paper. The fifth chapter presents the findings of the papers and the final, sixth chapter discusses the contributions, implications, limitations and recommendations for future researchers in the field. The four research papers are then presented as appendices. Three of these papers have either been published or accepted for publication and the fourth is under review.

Place, publisher, year, edition, pages
Luleå: Luleå tekniska universitet, 2021. p. 228
Series
Doctoral thesis / Luleå University of Technology 1 jan 1997 → …, ISSN 1402-1544
Keywords
Entrepreneurial marketing, hybrid entrepreneurship, experiential learning theory, self-determination theory, venture development, motivations, strategic orientation, brand equity, growth strategy, comfort entrepreneur
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
urn:nbn:se:ltu:diva-81383 (URN)978-91-7790-711-4 (ISBN)978-91-7790-712-1 (ISBN)
Public defence
2021-02-01, Online Zoom Defence, 09:30 (English)
Opponent
Supervisors
Available from: 2020-11-12 Created: 2020-11-12 Last updated: 2023-01-24Bibliographically approved

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Ferreira, Caitlin

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