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Brand communities for market trend discovery: a study to advance entrepreneurial marketing research

Author

Listed:
  • Dhruv Bhatli
  • Fabian Eggers
  • Katherine Gundolf

Abstract

Information management has an important role for small and resource constrained firms. However the role of consumer insights in entrepreneurial marketing has remained under-researched, specifically on how to gather, collect and access relevant information in the digitised consumer universe. This netnographic study fills this gap and proposes brand communities as a feasible source of valuable entrepreneurial marketing related insights, which can help small and resource constrained entrepreneurial firms to exploit opportunities and lower perceived market risks.

Suggested Citation

  • Dhruv Bhatli & Fabian Eggers & Katherine Gundolf, 2012. "Brand communities for market trend discovery: a study to advance entrepreneurial marketing research," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 16(4), pages 422-435.
    • Handle: RePEc:ids:ijesbu:v:16:y:2012:i:4:p:422-435
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    Cited by:

    1. Fink, Matthias & Koller, Monika & Gartner, Johannes & Floh, Arne & Harms, Rainer, 2020. "Effective entrepreneurial marketing on Facebook – A longitudinal study," Journal of Business Research, Elsevier, vol. 113(C), pages 149-157.

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