Entrepreneurial marketing as sustainable competitive advantage for SME's: An exploratory study within the Irish flower industry

dc.contributor.advisorWhelan, Rayen
dc.contributor.authorSagolsem, Athoibien
dc.date.accessioned2019-06-27T09:52:15Z
dc.date.available2019-06-27T09:52:15Z
dc.date.issued2019
dc.description.abstractEntrepreneurial marketing is a combination of entrepreneurial skill and marketing skill, when applied, it brings out the best possible outcome from the non-conventional way. The core measuring dimensions - proactiveness, opportunity focus, risk taking, innovativeness, customer intensity, resource leverage and value creation decides effectiveness of an enterprise with the restricted of resources. Entrepreneurial marketing was developed for SMEs; however, it can add sustainable competitive advantage to any size of enterprise. The objective of this research is to find out the practicality of entrepreneurial dimension on Irish flower business which are, mainly SMEs and to explore the advantages of using entrepreneurial dimension n by different situation to achieve competitive advantage. Qualitative method of was adopted for the research method by conducting semi- structured interview to 8 florists from various counties of Ireland. The findings from the research was analyzed using thematic analysis process and by using NVivo 12 pro software. The finding revels that the entrepreneurial marketing dimension are practice within the Irish Flower SMEs and there is a number of advantages for implementing these dimensions. These dimensions have an impact on sustainable competitive advantage however it depends on the implementation process. Further study with larger sample is suggested for the researches.en
dc.identifier.citationSagolsem, A. (2019). Entrepreneurial marketing as sustainable competitive advantage for SME's: An exploratory study within the Irish flower industry. Masters Thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/3789
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectEntrepreneurial marketingen
dc.subjectEntrepreneurshipen
dc.subjectSmeen
dc.subjectIrish Flower Industryen
dc.subjectSmall and medium-sized enterpriseen
dc.titleEntrepreneurial marketing as sustainable competitive advantage for SME's: An exploratory study within the Irish flower industryen
dc.typeThesisen
dc.type.degreelevelMBAen
dc.type.degreenameMA of Business Administrationen
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