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An Exploration of the Links Between the theory and Practices of Relationship Marketing and Small Business

ADEGBUYI , O. A. (2012) An Exploration of the Links Between the theory and Practices of Relationship Marketing and Small Business. International Journal of Research in Management, Economics and Commerce, 2 (8). pp. 76-88. ISSN 2250-057X

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Abstract

Small firm marketing practices have been assessed in the context of existing models based on large firm practices. Probably, this is the reason why small firm marketing practices have generally been aiticized as non-traditional, informal, short-term, and non-strategic. However, given that the marketing discipline is undergoing a transformation in some part of African countries with new paradigms emerging as relationship marketing, it is now appropriate to assess small firm practices in a broader and more contemporary perspective. To this end, this paper examines the links between the theory and practia:s of marketing and small business. The review of literature highlights the close association of more advanced conceptualizations of marketing, especiai!J relationship marketing, and those of small business, particularlY entrepreneurial small business. Given these theoretical similarities, the research question is posed, how does an appreciation of these links aid the researcher's understanding of entrepreneurial practices? The question is addressed ~y emplqying a participant obseroation method to create a case stuc!J of one small rural firm and ry induo'tive ana!Jsis techniques. The findings show that it is difficult to . distinguzsh the practices of relationship marketing from entrepreneurial action. This leads one to suggest that it mqy be usiful to reconsider relationship marketing as an aspect of entrepreneurship.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 07 Dec 2014 13:10
Last Modified: 07 Dec 2014 13:10
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/3032

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