Examining the relationship between custo
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Fabian Eggers, David J. Hansen, Amy E. Davis
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Article
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2011
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Springer US
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English
β 283 KB
Is entrepreneurial marketing (EM) a "one type fits all" approach? Research suggests that EM is especially suitable for small firms. However, it is obvious that-despite their size-small firms show a myriad of different characteristics. In this paper, it is argued that different firm characteristics c