Entrepreneurs and Marketing: A New Look at Linguistic Interpretations

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 appe...

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Bibliographic Details
Published in:Journal of research in marketing and entrepreneurship 2007-07, Vol.9 (1), p.24-39
Main Authors: Deacon, Jonathan, Pascal, Vincent J, Schwartz, Robert G
Format: Article
Language:English
Subjects:
Business development
Definitions
Entrepreneurialism
Entrepreneurship
Linguistics
Marketing
Marketing theory
Statistical analysis
Studies
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Summary: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.
ISSN:1471-5201
1471-521X
DOI:10.1108/14715200780001338