Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
A study of the marketing knowledge among single person businesses
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, EMM (Entrepreneurskap, Marknadsföring, Management).
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, EMM (Entrepreneurskap, Marknadsföring, Management).
2009 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

The purpose is to gain an understanding of the marketing knowledge and tools single person businesses have and use within the service sector in southern Sweden.

Previous research on single person businesses in Sweden and their marketing knowledge and usage of marketing tools is very scarce. Many small firms suffer from resource poverty and this is often a reason for why they market their firms in certain ways. By asking single person business owners why, how and what they do to market their firms the authors will find a general pattern and a deeper understanding. During a pre-study conducted to capture the essence of the issue before starting the research, it was found that there existed several marketing knowledge gaps. It is therefore of interest to study the marketing knowledge among single person business owners in Sweden.

To meet the purpose a qualitative research approach was chosen. The qualitative data was collected through six in-depth interviews with single person business owners. The answers from the interviews generated a picture of the usage of marketing knowledge and tools among single person business owners in Sweden.

The result of this study showed that all of the single person business owners thought that since their firms were small businesses, well developed marketing strategies was more of a luxury than a necessity. It was clear that they instead used effectual reasoning when marketing their firms. Concerning knowledge, the results showed that a mixture of education and work experience is the optimal combination. It was also clear that service firms usually find difficulties with intangibility and all of the interviewees knew that they have to use a special approach when marketing services. Through the authors’ findings, it is hard to tell if there is an optimal marketing strategy since most of the interviewees do not perform any follow-ups and therefore do not know what works and what does not.

Ort, förlag, år, upplaga, sidor
2009. , s. 58
Nyckelord [en]
marketing, single person businesses, knowledge, marketing tools, promotion
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-9529OAI: oai:DiVA.org:hj-9529DiVA, id: diva2:223829
Presentation
(Engelska)
Uppsök

Handledare
Examinatorer
Tillgänglig från: 2009-06-16 Skapad: 2009-06-15 Senast uppdaterad: 2009-06-16Bibliografiskt granskad

Open Access i DiVA

fulltext(674 kB)583 nedladdningar
Filinformation
Filnamn FULLTEXT01.pdfFilstorlek 674 kBChecksumma SHA-512
c59dbfce54343c3ea8c8330f0fcbe86784b9cb697be15dc55d1fa8ffe4af5f2e6501514eb0f5f72a996cfb7e17202af52422e4ffa0c8998d6e1c897c42731952
Typ fulltextMimetyp application/pdf

Av organisationen
IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar
Totalt: 583 nedladdningar
Antalet nedladdningar är summan av nedladdningar för alla fulltexter. Det kan inkludera t.ex tidigare versioner som nu inte längre är tillgängliga.

urn-nbn

Altmetricpoäng

urn-nbn
Totalt: 462 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf