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 journalArticle

    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
    JournalThe International Journal of Entrepreneurship and Innovation
    Volume5
    Issue number4
    Early online date1 Nov 2004
    DOIs
    Publication statusPublished - 2004

    Fingerprint

    Small and medium-sized enterprises
    Managers
    Marketing
    Small business
    Owners
    Marketing activities
    New business
    Market development
    In-depth interviews
    Small firms
    England
    Organizational context

    Keywords

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

    Cite this

    Atherton, Andrew ; Sear, Leigh. / Generating orders and winning new business : How Owners and Managers of Small Businesses Describe and Approach Their Market Development and Marketing Activities. In: The International Journal of Entrepreneurship and Innovation. 2004 ; Vol. 5, No. 4. pp. 255-265.
    @article{3625926c3a0b43d0a0e4c5dae37cab5b,
    title = "Generating orders and winning new business: How Owners and Managers of Small Businesses Describe and Approach Their Market Development and Marketing Activities",
    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.",
    keywords = "Developing markets, Generating orders, Process management, Small business",
    author = "Andrew Atherton and Leigh Sear",
    year = "2004",
    doi = "10.5367/0000000042378114",
    language = "English",
    volume = "5",
    pages = "255--265",
    number = "4",

    }

    Generating orders and winning new business : How Owners and Managers of Small Businesses Describe and Approach Their Market Development and Marketing Activities. / Atherton, Andrew; Sear, Leigh.

    In: The International Journal of Entrepreneurship and Innovation, Vol. 5, No. 4, 2004, p. 255-265.

    Research output: Contribution to journalArticle

    TY - JOUR

    T1 - Generating orders and winning new business

    T2 - How Owners and Managers of Small Businesses Describe and Approach Their Market Development and Marketing Activities

    AU - Atherton, Andrew

    AU - Sear, Leigh

    PY - 2004

    Y1 - 2004

    N2 - 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.

    AB - 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.

    KW - Developing markets

    KW - Generating orders

    KW - Process management

    KW - Small business

    U2 - 10.5367/0000000042378114

    DO - 10.5367/0000000042378114

    M3 - Article

    VL - 5

    SP - 255

    EP - 265

    IS - 4

    ER -