Gemma Lewis

Exploring entrepreneurial marketing

This paper furthers the conceptual development of entrepreneurial marketing (EM) as theory. EM draws on the work of both marketing and entrepreneurship scholars and has evolved primarily from the marketing management and entrepreneurship literatures. Beginning with an overview of the different schools of thought from which the concept of EM has evolved, this paper attempts to outline and review the issues of EM that delineate it as a distinct area within the discipline of marketing. The discussion presents three potential locus of EM thought within the firm: vertical EM, horizontal EM, and EM as a temporal phenomenon. Finally, in adopting Hunts (2010) benchmarks that seek to verify the existence of a distinct body of theory, the paper concludes that EM is advancing towards theory construction.

Researcher reflexivity: exploring the impacts of CAQDAS use

Computer-assisted qualitative data analysis software (CAQDAS) programs are established tools for qualitative research. Making informed decisions when using them requires researchers to understand how they affect research practices and outcomes. In this article we consider the impact of CAQDAS on researcher reflexivity. Reviewing three decades of literature, we identify specific ‘reflexive moments’ experienced by CAQDAS users, the contexts in which they occur, the issues they raise, and the reflexive awareness they generate. The ways in which CAQDAS can enhance or undermine researcher reflexivity are also reported. By doing so, we aim to help researchers and especially research students (and their supervisors) understand the relationship between CAQDAS and reflexivity and the reflexive moments they may encounter when using such software.

Collaborative marketing in a premium wine region: the role of horizontal networks

Purpose – The purpose of this article was to explore why small wine producers in one of Australia’s premium wine regions engage in horizontal networking within both their sub-regions and at a state-wide level. The benefits of these formal network relationships are investigated from a collaborative marketing perspective. Design/methodology/approach – Qualitative data were collected via in-depth, semi-structured interviews with 33 wine producers. Industry informant interviews and secondary data collection enabled triangulation of the research findings. Findings – Overall the study found that producers join horizontal networks for commercial, social and strategic reasons. These motivations evolve over time as the owner/managers gain experience and presence in the region. Horizontal networks assist regions to build goodwill and industry norms, and share knowledge. Such social capital encourages collaboration among wineries and enables networks to effectively pursue shared objectives. Horizontal networks at a ...

The influence of entrepreneurial marketing processes and entrepreneurial self-efficacy on community vulnerability, risk, and resilience

This paper uses the 2010/2011 Christchurch earthquake and re-development efforts as an exemplar to explore how entrepreneurial marketing processes combined with entrepreneurial self-efficacy can be leveraged to help a community reduce its vulnerability to natural disasters and enhance its resilience. Manyenas (Manyena, S. B. (2006). The concept of resilience revisited. Disasters, 30, 433–450; Manyena, S. B. (2012). Disaster and development paradigms: Too close for comfort? Development Policy Review, 30, 327–345) vulnerability–resilience theory is used as the conceptual framework to delineate the prophylactic benefits of building a communitys entrepreneurial marketing process capabilities and the notion of entrepreneurial self-efficacy as defensive mechanisms to mitigate the effect of disasters. This work has resulted in an augmented disaster risk equation that considers: (1) the risk that a natural disaster poses on a community (as a function of the vulnerability of the communitys tangible assets); (2) the hazard potential of the disaster; and (3) the resilience of its social and economic systems. This paper develops a measure of the symbiotic interrelationship of a communitys entrepreneurial marketing process capabilities and community-level entrepreneurial self-efficacy to illustrate how leveraging the entrepreneurial, marketing, social, and engineering educational resources of a community can create a less vulnerable and more resilient community. In doing so, the paper develops a set of research propositions to guide future research and policy.

The use of social customer relationship management by building contractors: evidence from Tasmania

Despite its ever-increasing popularity with consumers and businesses, many organizations are still unsure how to effectively use social media in a marketing context. One way in which building firms can use social media is as a customer relationship management (CRM) tool to improve customer engagement and satisfaction (known as social CRM). In order to explore how social CRM (SCRM) can be used, and is being used by building firms, semi-structured interviews with accredited building practitioners were utilized to collect data on SCRM use in the sector. The data were analysed to determine the factors that influence social media use, the extent of SCRM use, and the ways in which building contractors are using SCRM. It was found that builders are using social media to manage client relationships, but to a limited extent due to the complex nature of the builder–client relationship and a lack of perceived trustworthiness. Building firms favoured a transactional approach to social media use, and preferred not to use formal social media strategies. Builders are also reluctant to use social media to assist them in segmenting customers by their value to the firm. For effective social media use, builders may consider two main issues: SCRM strategy and customer-value segmentation to develop profitable customer relationships.

Branding as innovation within agribusiness value chains

Purpose – The purpose of this paper is to explore how traditional agribusiness firms can differentiate their product through innovation and branding at the value chain level, through the application of entrepreneurial marketing (EM). Traditionally, fresh vegetable products have been marketed as unbranded commodities. Design/methodology/approach – To address the research aim, this paper used a case study, which included semi-structured interviews with managers and personnel and unstructured observation of supply chain processes. Findings – The findings are based on a Tasmanian fresh broccoli value chain and suggest that EM could be effectively integrated at a multi-firm level. Clear communication, knowledge sharing, and trusting relationships are necessary to create a shared vision and a sustainable value chain. Research limitations/implications – An increasing number of firms in the agribusiness sector are looking for strategies that can enhance value for themselves and members of their chain. EM as a str...

Conceptualising Authentic Followers and Developing a Future Research Agenda

Authentic leadership theories tend to be leader-centric, and often ignore the importance and effect of followers. In this chapter, the role of authentic followers in the leader–follower relationship is considered in greater depth, providing an updated conceptualisation of the construct characterised by (i) a psychological capacity for authenticity and (ii) positive organisational engagement. We also distinguish between the passive and active authentic followers to enable a more precise categorisation of two similar, but distinct, individuals. This chapter then considers how authentic followers (a) interact with leaders, (b) can be leaders, and (c) interact in teams. The chapter concludes by outlining a future research trajectory that discusses empirical validation and measurement, along with the fluidity and emergence of authentic followers and leaders.