haku: @author Birley, S. / yhteensä: 22
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| Tekijä: | Ali, H. Birley, S. |
| Otsikko: | The role of trust in the marketing activities of entrepreneurs establishing new ventures |
| Lehti: | Journal of Marketing Management
1998 : VOL. 14:7, p. 749-764 |
| Asiasana: | MARKETING ROLES ENTREPRENEURSHIP |
| Kieli: | eng |
| Tiivistelmä: | The "credibility gap" is not often cited as a problem by marketers; for this reason marketing texts pay little or no attention to it. Yet, for the entrepreneurial marketer it may well be the most fundamental marketing challenge. Addressing the credibility gap may not have received any previous research interest, but theoretical support for its relevance abounds. The authors find that there is a vast panoply of ways in which entrepreneurs use trust, for example, "enthusiasm" and "shared values". |
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