Author:
Deacon Jonathan,Pascal Vincent J.,Schwartz Robert G.
Abstract
This paper seeks to explore linguistic nuances in responses to the definition of marketing for entrepreneurs in technology and non‐technology firms located in the US and UK. The present study focuses on an open ended marketing question and applies a hermeneutic analysis to the data. The results appear to suggest that differences exist between US and their UK counterparts on how they define marketing, such that UK firms “individualize” their application of marketing while the US firms “professionalize” the function.
Subject
Marketing,Strategy and Management,Business and International Management
Cited by
3 articles.
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