The development and application of a qualitative approach to researching the marketing networks of small firm entrepreneurs

Abstract

Outlines a qualitative methodology for researching in entrepreneurial small firms and through an application of this methodology to a group of five entrepreneurs, illustrates its appropriateness in explaining how such firms manage and develop their personal contact networks over the life cycle of an enterprise. Draws on the relevant literature to provide a contextual setting for the research. The research approach adopted is largely inductive and it resulted in the emergence of a theoretical model of network evolution for owner‐managed entrepreneurial small firms.