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

July 15, 2012 Editor 0

Brand communities for market trend discovery: a study to advance entrepreneurial marketing research
Dhruv Bhatli; Fabian Eggers; Katherine Gundolf
International Journal of Entrepreneurship and Small Business, Vol. 16, No. 4 (2012) pp. 422 – 435
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.

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Categories: Entrepreneurship

Tags: advance entrepreneurial marketing research, Brand communities for market trend, small and resource constrained