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Card-based game methods: exploring SME entrepreneurial marketing practice

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  • Rosalind Jones
  • Jennifer Rowley

Abstract

This paper makes a contribution to the research of small-to-medium sized enterprises (SMEs) using qualitative research methodologies. Use of a card-based methodology and semi-structured interviews are reported and how they are used to explore entrepreneurial marketing (EM) in a purposive sample of small software technology firms (SSTFs). The card-game method was used in interviews with owner-managers and employees to empirically test a theoretical qualitative research model, the 'EMICO' framework, and the dimensions of entrepreneurial marketing (EM); to generate definitions of the dimensions; provide insights into individual and firm activities, and assess firm priorities. The card-game method encourages respondents to reflect upon their approaches to EM without researcher bias, allowing for the generation of rich dialogue between marketing researchers and practitioners.

Suggested Citation

  • Rosalind Jones & Jennifer Rowley, 2012. "Card-based game methods: exploring SME entrepreneurial marketing practice," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 16(4), pages 485-502.
    • Handle: RePEc:ids:ijesbu:v:16:y:2012:i:4:p:485-502
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    Cited by:

    1. Andrea Buratti & Giancarlo Ferrero, 2017. "Empirical evidence of Entrepreneurial Marketing Orientation from Italian firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 151-173.

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