Small business and marketing management: seeking relevance through the metaphor

Ardley, Barry (2008) Small business and marketing management: seeking relevance through the metaphor. In: Academy of Marketing Annual Conference, July 2008, Robert Gordon University.

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Abstract

This paper suggests that one way to make small business research more relevant to practitioners and academics is by using an approach based on the socially constructed metaphor. Drawing on some research which used a series of phenomenological interviews, this paper demonstrates how the ‘metaphors in use’ of a small group of marketing managers gives meaning to their world and informs action. Despite the limited scope of the research, what is revealed are ways of managing in small businesses which it is argued traditional methods of inquiry are largely incapable of uncovering. The varied insights into managers life worlds which are provided by analysing the metaphors in this paper, has enabled the researcher to suggest that the basis for a new type of creative theory exists. This theory, based on locally defined rationalities, has the potential to open up small business marketing and turn it into a contested area of knowledge. It is argued that the latter is not the case at present, due to the dominance of a need for replication and generalisation in many researchers’ agendas.

Item Type:Conference or Workshop Item (Paper)
Additional Information:This paper suggests that one way to make small business research more relevant to practitioners and academics is by using an approach based on the socially constructed metaphor. Drawing on some research which used a series of phenomenological interviews, this paper demonstrates how the ‘metaphors in use’ of a small group of marketing managers gives meaning to their world and informs action. Despite the limited scope of the research, what is revealed are ways of managing in small businesses which it is argued traditional methods of inquiry are largely incapable of uncovering. The varied insights into managers life worlds which are provided by analysing the metaphors in this paper, has enabled the researcher to suggest that the basis for a new type of creative theory exists. This theory, based on locally defined rationalities, has the potential to open up small business marketing and turn it into a contested area of knowledge. It is argued that the latter is not the case at present, due to the dominance of a need for replication and generalisation in many researchers’ agendas.
Keywords:metaphor, social construction, phenomenology, decision making, theory
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:College of Social Science > Lincoln Business School
ID Code:5872
Deposited By: Barry Ardley
Deposited On:15 Jun 2012 10:16
Last Modified:13 Mar 2013 09:11

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