Mobilizing relationship marketing to ensure venture development in a rural resource-constrained bilingual context: The case of Draig Technology Limited

Sara Parry and Paul Westhead

No 16002, Working Papers from Bangor Business School, Prifysgol Bangor University (Cymru / Wales)

Abstract: The evolution of relationship marketing (RM) in a new technology-based firm (NTBF) located in a rural resource-constrained bilingual context is explored over a five year period. Evidence from an in-depth longitudinal case study illustrates that a novice entrepreneur can adapt by developing mutually beneficial relationships to retain customers and acquire resources required for venture development. By analysing information from the NTBF’s entrepreneur, customers and other actors, we build theory and present propositions relating to the RM process. We contribute by illustrating that social embeddedness is a key dimension of RM in a rural resource - constrained bilingual context. Implications for practice are discussed

Keywords: Relationship marketing; bilingual context; social embeddedness; new technology-based firm. (search for similar items in EconPapers)
Date: 2016-06
New Economics Papers: this item is included in nep-agr
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