The contribution of networking to small firm marketing’

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Abstract

Gaining increasing acceptance is the view that networking is one means through which owner-managers of small firms market their goods and services. However, while there has been considerable attention directed towards the concept of small business networking, what has not been presented is a comprehensive investigation of the content of the network links, an analysis of the benefits contained within these links and, how these benefits contribute to the small firm, specifically its marketing activities. To that end, this paper reports on a longitudinal study to present an analysis of the contributions that networking makes to small firm marketing.
Original languageEnglish
Pages (from-to)164-187
JournalJournal of Small Business Management
Volume52
Issue number1
Early online date20 Jun 2013
DOIs
Publication statusPublished - 31 Jan 2014

Keywords

  • *SMALL business
  • *RESEARCH
  • *MARKETING strategy
  • *BUSINESS networks
  • *MARKETING research
  • *BUSINESSPEOPLE.

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