Generating orders and winning new business: How Owners and Managers of Small Businesses Describe and Approach Their Market Development and Marketing Activities

Andrew Atherton, Leigh Sear

    Research output: Contribution to journalArticlepeer-review

    Abstract

    Small businesses deploy specific and transactionally focused approaches to market development and selling that re-define the notion of marketing within this particular organizational context. Indeed, most smaller businesses use alternative terms to marketing to describe these activities. In-depth interviews with small and medium-sized enterprises in the north of England indicated that the most appropriate and meaningful phrases were 'generating orders' and 'developing markets'. The interview transcripts identified specific activities and phases undertaken by small and medium-sized enterprises, as well as their sequence and phasing, generating a shared process framework that was common to the businesses surveyed. Process constraints were analysed, as well as possible means of intervention to enable order generation and winning new business in the small firm.
    Original languageEnglish
    Pages (from-to)255-265
    Number of pages11
    JournalInternational Journal of Entrepreneurship and Innovation
    Volume5
    Issue number4
    Early online date1 Nov 2004
    DOIs
    Publication statusPublished - 2004

    Keywords

    • Developing markets
    • Generating orders
    • Process management
    • Small business

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