A Study into the Impact of Entrepreneurial Marketing in the UK Design Industry

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Bahaya Alvarez, Omar (2012) A Study into the Impact of Entrepreneurial Marketing in the UK Design Industry. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The aim of this study is to explore how Entrepreneurial Marketing can help design consultancies add value, remain competitive and ultimately survive and thrive in challenging times.

This study is approached using an adapted version of the fifteen dimensions EMICO framework of Entrepreneurial Marketing suggested by Jones & Rowley (2009) as the research methodology, looking for trends, attitudes and behaviours in marketing and entrepreneurial activities of design consultancies.

As an approach to explore Entrepreneurial Marketing, a sample of four design consultancies in and around Nottingham was contacted, using qualitative and exploratory research design methods, non-participant observation and a mixture of semi-structured face to face interviews and online surveys as the principle means in data gathering.

The results of this research support the idea that design consultancies follow a very reactive business model, where scarcity of resources play an important role in defining the capacity of the company to anticipate market and customer demands and needs. The use of Entrepreneurial Marketing tools such as Relationship and Buzz Marketing and entrepreneurial behaviours such as calculated risk-taken, proactiveness and creativity can help design consultancies to meet, exceed and anticipate to the always changing customer needs, and therefore provide value.

Later on the author hopes to contribute on describing and measuring of how and why such Entrepreneurial Marketing oriented behaviours may lead to sustainable firm growth and value.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	08 Jan 2013 09:23
Last Modified:	05 Jun 2018 17:39
URI:	https://eprints.nottingham.ac.uk/id/eprint/25637

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