Reconciling the diverse approaches to entrepreneurial marketing research: evidence from the independent hospitality industry in Vietnam

[摘要] Entrepreneurial marketing (EM) has been studied from diverse approaches over the past three decades. One common approach to studying EM focuses on exploring EM adoption from a firm capability perspective. Another view emphasises the role of the business context to understand EM. These diverse approaches have led to rich, yet fragmented views of EM. This thesis is built upon these debates and proposes to reconcile the dichotomy of EM research. In doing so, both the business context and firm are taken into account to provide a holistic approach to study EM. The research employed an interpretive philosophical position and qualitative research design in examining EM in the Vietnamese independent hospitality industry. A combination of purposive and snowball sampling methods was used to recruit 30 participants for in-depth interviews. Data triangulation was achieved by using observations and fieldnotes. This thesis contributes to the EM literature by applying a comprehensive approach to understand EM from a structuration perspective. The findings reveal the enabling and constraining role of business structures which results in different tactics firms use to facilitate EM; a typology of four EM scripts is developed to conceptualise various EM adoption which represent the reciprocal relationship between firms and business structures.

[发布机构] University:University of Birmingham;Department:Birmingham Business School, Department ofMarketing

[关键词] H Social Sciences;HD Industries. Land use. Labor