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dc.contributor.authorHersleth, Stine Therese Alm
dc.contributor.authorKubberød, Elin
dc.contributor.authorGonera, Antje
dc.date.accessioned2022-05-25T08:18:15Z
dc.date.available2022-05-25T08:18:15Z
dc.date.created2022-02-21T13:39:08Z
dc.date.issued2022
dc.identifier.issn1471-5201
dc.identifier.urihttps://hdl.handle.net/11250/2996134
dc.description.abstractPurpose: This paper aims to explore the market creation practices of farm-based entrepreneurs in the local food sector. Alternative marketing channels for farm-based products increase, but it is not known how entrepreneurs work to position their products in the marketplace. By expanding on the research of farm-based entrepreneurship and entrepreneurial marketing (EM), this study explores the entrepreneurial practices that farm-based entrepreneurs use through the lens of the EM mix (EMM) and its constituent dimensions: person, purpose, practice and process. Design/methodology/approach: The study uses a multiple case study design and follows a phenomenological approach in conducting in-depth retrospective interviews with 11 successful farm-based entrepreneurs in the local food sector in Norway. Findings: The thematic analysis revealed four key EM practices of the study’s farm-based entrepreneurs: transferring the farm or transforming the farm as the primary purpose; legitimising a local brand through the uniqueness of person, purpose and place; using a personal networking approach in the market development process and flexible and controllable market expansion practices. These elements constitute the pillars of successful, creative and resource-efficient market development. Originality/value: The study represents a pioneering attempt to explore and conceptualise EM within farm-based entrepreneurship. The findings ultimately give rise to a novel framework: the farm-based entrepreneur’s marketing mix (FEMM).
dc.description.abstractThe farm-based entrepreneur’s marketing mix: a case study from the local food sector
dc.language.isoeng
dc.subjectEntrepreneurial marketing mix
dc.subjectEntrepreneurial marketing mix
dc.subjectKortreist mat
dc.subjectLocal food
dc.subjectFarm based entrepreneurship
dc.subjectFarm-based entrepreneurship
dc.subjectEntreprenøriell markedsføring
dc.subjectEntrepreneurial Marketing
dc.subjectMicro business
dc.subjectMicro business
dc.titleThe farm-based entrepreneur’s marketing mix: a case study from the local food sector
dc.title.alternativeThe farm-based entrepreneur’s marketing mix: a case study from the local food sector
dc.typePeer reviewed
dc.typeJournal article
dc.description.versionacceptedVersion
dc.source.journalJournal of Research in Marketing and Entrepreneurship
dc.identifier.doi10.1108/jrme-12-2020-0166
dc.identifier.cristin2004117
dc.relation.projectNorges forskningsråd: 232603
dc.relation.projectNofima AS: 201703
dc.relation.projectNorges forskningsråd: 314318
dc.relation.projectNofima AS: 202103
cristin.ispublishedtrue
cristin.fulltextpostprint
cristin.qualitycode1


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