A Tale of Two Spirits: Entrepreneurial Marketing at 42Below Vodka and Penderyn Whisky

Morrish, Sussie; Deacon, Jonathan

doi:10.1080/08276331.2011.10593529

Cited by 32 publications

(32 citation statements)

References 19 publications

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“…Innovation-focused behaviours involve the ways that entrepreneurs design and implement creative and technological processes within their operations, e.g., developing new products to fulfil their customers' wants and needs (Morrish and Deacon, 2011;Hallback and Gabrielsson, 2013). Risk management concerns entrepreneurs' awareness of the chances of success, vis-à-vis, failure of their business strategies, as well as the steps that they take to mitigate risk, like managing their resources and capabilities to reduce financial losses (O'Donnell et al, 2002;Gilmore, Carson and O'Donnell, 2004;Morrish et al, 2010).…”

Section: Dimensions Of Entrepreneurial Marketingmentioning

confidence: 99%

Incorporating coopetition into the entrepreneurial marketing literature

Crick

2019

JRME

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Purpose The purpose of this paper is to extend the entrepreneurial marketing literature to account for coopetition (the interplay between cooperation and competition). This paper is also designed to highlight the research gaps surrounding coopetition, so that academics, working at the marketing/entrepreneurship interface, can undertake more investigations linked with this topic. Design/methodology/approach The entrepreneurial marketing literature was reviewed to develop a conceptual framework, guided by three research propositions, examining the antecedents and consequences of coopetition, as well as the boundaries of the coopetition–organisational performance relationship. Findings Coopetition activities are driven by an organisation-wide coopetition-oriented mindset – the degree to which managers and employees believe in the importance of cooperating with competitors. Also, coopetition can help entrepreneurs access new resources and capabilities from their competitors; however, “too much” coopetition can lead to tensions between such rival firms. Additionally, it is proposed that the relationship between coopetition activities and organisational performance is moderated by competitive intensity (a facet of the competitive business environment). That is, with higher levels of competitive intensity, entrepreneurs are less likely to improve their performance from coopetition activities. That is, the competitive business environment can affect the delicate balance between the forces of cooperativeness and competitiveness. Originality/value Entrepreneurial marketing research has concentrated on individualistic perspectives concerning how entrepreneurs operate their businesses. In this viewpoint, the competitive assumptions of the marketing/entrepreneurship interface are extended to account for coopetition. This paper also outlines the areas within the coopetition literature that entrepreneurial marketing scholars should appreciate. Specifically, entrepreneurial marketing scholars are recommended to examine the antecedents and consequences of coopetition, coupled with the moderating role of competitive intensity (a facet of the competitive business environment) in the coopetition–organisational performance relationship. This paper ends with a recommended methodology for academics to test the conceptual framework in future empirical research.

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Section: Dimensions Of Entrepreneurial Marketingmentioning

confidence: 99%

Incorporating coopetition into the entrepreneurial marketing literature

Crick

2019

JRME

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“…Awards help small enterprises quickly establish their credibility and they can leverage this to enter new markets and to gain visibility in sectors led by larger established corporations who dominate mainstream marketing media space (Morrish and Deacon, 2011). For example, Jessica described how 'for a small brand with no money' winning awards meant 'you really want to be able to say "Look, we won this prize!"…”

Section: Rewards and Recognitionmentioning

confidence: 99%

‘You won’t See Anyone Promoting a Bronze’: Awards and Ambivalence Amongst Craft Gin Producers

Thurnell‐Read

2019

Journal of Cultural Analysis and Social Change

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The recent surge in the popularity of 'craft' and 'artisanal' spirits made in small batches by independent producers raises a range of questions about the processes by which the economic and cultural value of consumer products and practices are assessed and acknowledged. Drawing on qualitative interviews with 20 craft gin distillery workers in the UK, this paper analyses the role played by trade and press awards in this process. Whilst the majority of interviewees had received awards for their products and most recognised the continued importance of such accolades both in terms of attracting new customers and bestowing status on their labour and its outputs, many also expressed notable ambivalence towards the processes by which judgements are passed and awards allocated. This typically involved expressing cynicism about award judging procedures and motivations, as well as proposing alternative measures of judgement involving different referents such as specific influential individuals, hypothetical 'average customers' and personal subjective tastes and preferences. The paper therefore seeks to add to understandings of the personal and cultural narratives associated with practices of award giving and consumer culture.

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“…In the past, the focus of marketing was the transaction, but in an over-crowded market, the emphasis is shifting to the relationship between businesses and their customers (Morris & Deacon, 2011). Entrepreneurs understand the value of strong relationships with their customers and business partners and it can be argued that the greatest assets of Entrepreneurs are their network (Martin, 2009).…”

Section: Entrepreneurial Marketing Approaches To Promotionmentioning

confidence: 99%

Entrepreneurial marketing and performance of medium size hotel businesses in Ibadan, Nigeria

Ladokun¹

2019

Afr. Res. Rev.

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The challenge many medium sized hotels have today is how to effectively promote their services, bearing in mind the enormous cost of using traditional media to achieve the desired effects. Thus, marketers may have to embrace Entrepreneurial Marketing which is the practice of marketing with entrepreneurial mind set. Hence, this study examined the impact of Entrepreneurial Marketing on performance of medium-size hotel businesses in Ibadan, Nigeria. The data were collected through questionnaire administered to random sample size of 154 hotels and convenient sample of 2 senior staff from each of selected hotel. The data was analyzed using descriptive, regression and correlation statistical methods. The study concluded that Entrepreneurial Marketing (i.e. Guerrilla and Viral Marketing strategies), as it is related to promotion, have significant impact on and relationship with performance (i.e. sales growth and brand image creation) of Medium-size hotel enterprises in Ibadan, Nigeria. The study recommended that Hotel Entrepreneurs should embrace Guerrilla Marketing because of its direct and positive impact which is cost effective; and that they should embrace Viral Marketing because of its direct and positive impacts which are global reach, high speed contact and twoway communication.

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A Tale of Two Spirits: Entrepreneurial Marketing at 42Below Vodka and Penderyn Whisky

Cited by 32 publications

References 19 publications

Incorporating coopetition into the entrepreneurial marketing literature

Incorporating coopetition into the entrepreneurial marketing literature

‘You won’t See Anyone Promoting a Bronze’: Awards and Ambivalence Amongst Craft Gin Producers

Entrepreneurial marketing and performance of medium size hotel businesses in Ibadan, Nigeria

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