Brand communities for market trend discovery: a study to advance entrepreneurial marketing research
by Dhruv Bhatli; Fabian Eggers; Katherine Gundolf
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 16, No. 4, 2012

Abstract: Information management has an important role for small and resource constrained firms. However the role of consumer insights in entrepreneurial marketing has remained under-researched, specifically on how to gather, collect and access relevant information in the digitised consumer universe. This netnographic study fills this gap and proposes brand communities as a feasible source of valuable entrepreneurial marketing related insights, which can help small and resource constrained entrepreneurial firms to exploit opportunities and lower perceived market risks.

Online publication date: Thu, 14-Aug-2014

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