Andrew McAuley

Modeling and Measuring Creativity at the Interface

This paper presents an initial assessment of creativity and how it can be related to the Marketing Entrepreneurship Interface. Creativity is not just for artists and psychologists but they, currently, probably have a greater appreciation of it than those in the management disciplines. A review of the literature, much of which is drawn from human sciences and social sciences other than management, is undertaken. Following this review a conceptual model is presented of how creativity occurs at the Marketing Entrepreneurship Interface. This model provides the basis for future empirical work and raises questions about how creativity can be measured in the context of the Interface.

Marketing landscapes: the social context

Explores the relationship between marketing theory and marketing activity within the context of rural entrepreneurship. The key to unlocking our understanding the dynamics of this relationship was to use a number of qualitative techniques including participant observation and unstructured interviews. The study revealed two groupings of entrepreneurs – the locals and the cosmopolitans who operated in contrasting marketing landscapes thus questioning the universal application of a marketing theory which is not context specific.

Congruence of domestic and export marketing strategies ‐ An empirical investigation of its performance implications

Discusses the concept of strategic composites, based upon the linkage of domestic and export marketing strategies of small, medium sized manufacturing firms. Four distinct composites are derived empirically for each of two national groups of exporters (Canadian and UK firms). With some minor variations, three particular composites are shown to be common to both Canadian and UK exporters. Concludes by examining the association between the export environment and the selected composite, and the effect that this has upon export performance.

The Effects of Export Stimulation: Implications for Export Performance

The relationship between initiating export stimuli and export performance is examined within the context of four specific types of export marketing strategies. The nature of the export stimulus is seen to be associated with performance for some types of strategy but not for all. Consequently, export marketing strategy acts as a moderator of the relationship between export stimuli and the performance of an export venture.

Careers and lifestyles of craft makers in the 21st century

A survey of over 2,000 craft makers in England and Wales undertaken in 2003 forms the basis of this study. It is compared with data from a previous national survey, enabling a unique longitudinal perspective on specific trends within this sector. The career paths travelled by makers between their initial training and forming their enterprises are explored and the dynamism of the sector and its potential contribution to the UK economy are made apparent. Three themes are addressed: the initial training of the makers; the emerging pattern of late entry to the sector; and, finally, individuals career paths in the context of lifestyles and quality of life associated with working in the crafts.

The Orkney based craft entrepreneur: remote yet global?

Purpose – This paper reports a study of the craft sector in a remote area of Scotland. The objective is to understand what has made the sector in Orkney relatively successful, and whether elements of best practice can be transferred to other parts of Scotland and the UK.Design/methodology/approach – The analysis and discussion is based upon face‐to‐face interviews with public and private payers in the sector and is supplemented by discussions with craftspeople conducted as part of the wider study of which the Orkney story is but one part.Findings – A vibrant and innovative sector, parts of which are global, is revealed as having existed in Orkney for some time. There are, inevitably, some stresses and strains between the main players and different directions in which policy could develop. However, a framework based on businesses at different levels of experience is outlined as the basis for targeted economic intervention in the future.Research limitations/implications – Further understanding of the craft ...

Researching SME/entrepreneurial research: a study of journal of research in marketing and entrepreneurship (JRME?) 2000-2011

Purpose – This study aims to focus on how SMEs have been researched in the first 12 years of the new millennium and published in JRME between 2000 and 2011. There have been many studies on how SME owner/managers do business, their decision-making processes and ways of delivering marketing activities, and many different methodologies have been used. Design/methodology/approach – All of the papers published in JRME from 2000 to 2011 were analysed using content analysis with Nvivo 9 in relation to the SME definitions used, methodology employed, geographical coverage and the business sectors covered. Findings – Within the context of a wider study of 14 international journals on small business and entrepreneurship, this paper presents the findings that have emerged from the JRME journal according to the SME definitions used, methodology employed, geographical coverage and the business sectors covered. Originality/value – This study provides some findings in relation to the variety of studies carried out and t...

Research into the Internationalisation Process: Advice to an Alien

This paper reviews several facets of the state of play of current research into the internationalisation process. In particular, the author considers origin, geographical coverage, methodology and the theoretical impact of this research domain. The paper concludes by suggesting future directions for colleagues researching in this area and argues that interdisciplinary initiatives by colleagues are likely to be the most productive.

Celtic marketing: the fusion and companionship of art and science

This article discusses the notion of Celtic Marketing in the context of Celtic Culture and its influence upon many aspects of modern life. The article reflects on the inherent and explicit influence of Celtic Culture, myths and symbols upon modern society and marketing in particular. The argument is focused around the theme of the fusion and companionship of Celtic Culture as being comfortable with both Art and Science. An example of this fusion and companionship is provided from the craft sector/industry. The article concludes with a pictorial model using Celtic symbolism and depicting Celtic fusion: art and science in companionship.

Micro and Small Firm Marketing A Pre‐Millennium Muse from Paradise (Already out of date!)

Based on a series of thoughts, heavily influenced by the sun and rum, this paper attempts to synthesise a number of disparate influences including micro‐businesses in Barbados, marketing in rapid growth markets, mainstream texts, and creativity in marketing and in smaller firms. This journey is undertaken in order to seek inspiration for a theory of small firm marketing but questions are raised as to how far one all encompassing theory is either possible or desirable.