No Access

A PLEA FOR BIOGRAPHICAL RESEARCH AS INSIGHT INTO SMALLER FIRM MARKETING THEORY GENERATION

IAN FILLIS

Department of Marketing, Faculty of Management, University of Stirling, Scotland

https://doi.org/10.1142/S0218495803000032Cited by:13 (Source: Crossref)

Abstract

Much existing marketing theory of the firm fails to account for the particular behaviour of the smaller firm and, more specifically, the microenterprise. Research at the Marketing and Entrepreneurship interface has produced a range of alternative insights into smaller firm marketing and in terms of how formal models of marketing need to be altered in order to account for the practices of networking, word of mouth marketing, opportunity recognition and other entrepreneurial marketing factors. A radical rethinking of small firm marketing theory is needed, based on the joining together of existing Marketing and Entrepreneurship inter-face constructs and additional insight from other disciplines. Creativity is one of the central components of the Marketing and Entrepreneurship interface, giving the smaller firm competitive advantage in the marketplace. This paper examines evidence of creative, entrepreneurial marketing from a biographical perspective by focusing on the behaviour of the risk taking artist. By adopting a little used methodology in small firm research, this gives fresh insight and informs small firm marketing theory and practice.

References

T. Amabile, Research in Organisational Behaviour, eds. B. M. Staw and L. L. Cummings (JAI Press, Greenwich, CT, 1988) pp. 123–167. Google Scholar
K. Aspinwall, Management Education and Development 23(3), 248 (1992). Crossref, Google Scholar
P. Barolsky, The Classical Journal 90(3), 255 (1995). Web of Science, Google Scholar
P. L. Berger and B. Berger , Sociology: A Biographical Approach ( Penguin Books , England , 1978 ) . Google Scholar
M. Bevir, History and Theory 33(3), 328 (1994), DOI: 10.2307/2505477. Crossref, Web of Science, Google Scholar
D. Bohm , On Creativity ( Routledge , London , 1998 ) . Google Scholar
A. Breton , R. Seaver and H. R. Lane , Manifestos of Surrealism ( University of Michigan Press , 1969 ) . Crossref, Google Scholar
L. Broom and P. Selznick , Sociology: a Text with Adapted Readings ( Harper and Row , London , 1973 ) . Google Scholar
S. Brown , Postmodern Marketing II ( International Thomson Business Press , London , 1997 ) . Google Scholar
S. Brown , Postmodern Marketing ( International Thomson Business Press , London , 1995 ) . Google Scholar
D. Brownlie, Journal of Strategic Marketing 6, 117 (1998), DOI: 10.1080/09652549800000004. Crossref, Google Scholar
D. Brownlie and J. C. Spender, Management Decision 33(6), 39 (1995), DOI: 10.1108/00251749510087641. Crossref, Google Scholar
D. Carson, European Journal of Marketing 29(7), 6 (1995). Google Scholar
D. Carson et al. , Marketing and Entrepreneurship in SMEs. An Innovative Approach ( Prentice Hall , UK , 1995 ) . Google Scholar
P. P. Carson and K. D. Carson, Journal of Management History 4(1), 29 (1998), DOI: 10.1108/13552529810203914. Crossref, Google Scholar
M. A. Caws , Manifesto: A Century of Isms ( University of Nebraska Press , London , 2001 ) . Google Scholar
M. Collings , This is Modern Art ( Weidenfeld and Nicolson , London , 1999 ) . Google Scholar
S. Dali and H. M. Chevalier , The Secret Life of Salvador Dali ( Alkin Books , London , 1993 ) . Google Scholar
Dixon, D. G. (1998). The Results and Consequences of Technical Education: An Historical Case Study of Metalliferous Mining Education Prior to 1939. Unpublished PhD thesis, University of Southampton . Google Scholar
I. Fillis, Journal of Marketing Management 18(3/4), 379 (2002), DOI: 10.1362/0267257022872415. Crossref, Google Scholar
I. Fillis, Journal of Developmental Entrepreneurship 7(1), 25 (2002). Google Scholar
I. Fillis, Journal of Management Decision 39(9), 767 (2001), DOI: 10.1108/00251740110408683. Crossref, Google Scholar
I. Fillis, Journal of Research in Marketing and Entrepreneurship 2(2), 125 (2000), DOI: 10.1108/14715200080001543. Crossref, Google Scholar
Fillis, I. (2000b). An Examination of the Internationalisation Process of the Smaller Craft Firm in the United Kingdom and the Republic of Ireland. Unpublished doctoral thesis, Department of Marketing, University of Stirling . Google Scholar
I. Fillis , Imagining Marketing: Art, Aesthetics and the Avant Garde , eds. S. Brown and A. Patterson ( Routledge , London , 2000 ) . Google Scholar
I. Fillis, Journal of Marketing Theory and Practice 8(2), 8 (2000). Crossref, Google Scholar
J. Gill and P. Johnson , Research Methods for Managers ( Paul Chapman Publishing , London , 1991 ) . Google Scholar
A. Gilmore, D. Carson and K. Grant, Marketing Intelligence and Planning 19(1), 6 (2001). Crossref, Google Scholar
A. Graham-Dixon , A History of British Art ( BBC Consumer Publishing , London , 1999 ) . Google Scholar
J. P. Guilford, American Psychologist 5, 444 (1950), DOI: 10.1037/h0063487. Crossref, Web of Science, Google Scholar
C. E. Hackley and R. Mumby-Croft, Marketing Entrepreneurs as Creative Agents in a Social Matrix: Towards a Theoretical Framework for Marketing Entrepreneurship, Academy of Marketing/UIC/AMA Symposia on the Marketing and Entrepreneurship Interface, Proceedings, eds. B. Hulbert, J. Day and E. Shaw (Nene University College, England, 1998) pp. 505–513. Google Scholar
J. Henry , Creativity and Perception in Management ( Sage , London , 2001 ) . Google Scholar
J. Hill, International Journal of Entrepreneurial Behaviour and Research 7(5), 171 (2001). Crossref, Google Scholar
D. Hockney , Secret Knowledge: Rediscovering the Lost Techniques of the Old Masters ( Thames and Hudson , London , 2001 ) . Google Scholar
D. K. Jones, Qualitative Research 1(3), 325 (2001), DOI: 10.1177/146879410100100304. Crossref, Google Scholar
H. Jones, Management Education and Development 23(3), 199 (1992). Crossref, Google Scholar
D. Judowitz , Unpacking Duchamp ( University of California Press , 1998 ) . Google Scholar
J. J. Kao , Entrepreneurship, Creativity and Organisation ( Prentice-Hall , New Jersey , 1989 ) . Google Scholar
P. Kotler, Marketing Management: Analysis, Planning, Implementation and Control, 7th edn. (Prentice-Hall, New Jersey, 1991). Google Scholar
E. Langmuir and N. Lynton , Yale Dictionary of Art and Artist ( Yale University Press , London , 2000 ) . Google Scholar
T. Levitt, Harvard Business Review (1983). Google Scholar
M. MacDonald, The Marketing Book, 4th edn., ed. M. J. Baker (Butterworth Heinemann, Oxford, 1999) pp. 50–77. Google Scholar
F. E. Manuel, Daedalus 117(Summer), 199 (1988). Web of Science, Google Scholar
J. Marshall, Management Education and Development 23(3), 281 (1992). Crossref, Google Scholar
N. Piercy , Market-led Strategic Change: Making Marketing Happen in Your Organisation ( Thorsons , London , 1991 ) . Google Scholar
N. Piercy , Marketing Budgeting: a Political and Organisational Model ( Croom Helm , London , 1986 ) . Google Scholar
M. Rampley, British Journal of Aesthetics 38(3), 265 (1998), DOI: 10.1093/bjaesthetics/38.3.265. Crossref, Web of Science, Google Scholar
I. Rankin , Resurrection Men ( Orion Books , London , 2001 ) . Google Scholar
J. Richardson , A Life of Picasso Volume II: 1907-1917 ( Pimlico , London , 1997 ) . Google Scholar
J. Richardson , A Life of Picasso Volume I: 1881-1906 ( Pimlico , London , 1992 ) . Google Scholar
A. Roe , Essays on Creativity in the Sciences , eds. M. A. Coler and H. K. Hughes ( New York University , 1963 ) . Google Scholar
A. Salama, Management Education and Development 23(3), 225 (1992). Crossref, Google Scholar
K. S. Sauley and A. G. Bedeian, Journal of Management 15(2), 335 (1989), DOI: 10.1177/014920638901500209. Crossref, Web of Science, Google Scholar
P. Stansky, Pacific Historical Review 59, 1 (1990). Crossref, Web of Science, Google Scholar
J. Topolski, History and Theory 39(3), 324 (1991). Google Scholar
G. Vasari , J. C. Bondanella and P. Bondanella , The Lives of the Artists ( Oxford Paperbacks , 1998 ) . Google Scholar
P. Walshe, Journal of the Market Research Society 34(4), 437 (1993). Google Scholar
A. Warhol , The Philosophy of Andy Warhol. From A to B and Back Again ( Harcourt Brace and Company , San Diego , 1975 ) . Google Scholar
R. Wensley, The Marketing Book, 4th edn., ed. M. J. Baker (Butterworth Heinemann, Oxford, 1999) pp. 16–49. Google Scholar