Marketing practices of African and Caribbean small businesses in London, UK
Marketing practices of African and Caribbean small businesses in London, UK
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英国伦敦非洲和加勒比小企业的营销实践
DOI：
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发表时间：
2002
期刊：
影响因子：
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通讯作者：
O. Omar
中科院分区：
文献类型：
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作者：
Charles Blankson;O. Omar
对伦敦非洲和加勒比小企业的营销实践进行了评估。调查结果揭示了适应性市场导向框架的应用不完整；也表明正在发生“非正式”营销审议，并且与斯托克斯和布莱克本的主张一致，即小型企业部门的营销似乎是一种非正式的、无计划的活动，依赖于所有者经理的直觉和精力。这项研究是为了响应该领域市场营销相关研究的号召而进行的，研究结果为英国的跨文化动态提供了宝贵的见解。该研究揭示了获得银行贷款的难易程度之间存在相当程度的均匀性。本文最后提请注意管理意义和未来研究方向。
Presents an assessment of the marketing practices among African and Caribbean small businesses in London. Findings reveal the patchy application of an adapted market orientation framework; also indicates “informal” marketing deliberations taking place and is consistent with Stokes and Blackburn’s assertion that marketing in the small business sector seems to be an informal and unplanned activity that relies on the intuition and energy of the owner‐manager. The study was undertaken in response to calls for marketing‐related research in this sector and the results provide valuable insights into the UK’s intercultural dynamics. The study reveals considerable degree of evenness between the ease or difficulty of securing bank loans. The paper concludes by drawing attention to managerial implications and future research directions.