dc.contributor.author | Hersleth, Stine Therese Alm | |
dc.contributor.author | Kubberød, Elin | |
dc.contributor.author | Gonera, Antje | |
dc.date.accessioned | 2022-06-16T10:20:53Z | |
dc.date.available | 2022-06-16T10:20:53Z | |
dc.date.created | 2022-02-21T13:39:08Z | |
dc.date.issued | 2022 | |
dc.identifier.citation | Journal of Research in Marketing and Entrepreneurship. 2022. | en_US |
dc.identifier.issn | 1471-5201 | |
dc.identifier.uri | https://hdl.handle.net/11250/2999032 | |
dc.description.abstract | Purpose: 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.abstract | The farm-based entrepreneur’s marketing mix: a case study from the local food sector | |
dc.language.iso | eng | en_US |
dc.subject | Entrepreneurial marketing mix | |
dc.subject | Entrepreneurial marketing mix | |
dc.subject | Kortreist mat | |
dc.subject | Local food | |
dc.subject | Farm based entrepreneurship | |
dc.subject | Farm-based entrepreneurship | |
dc.subject | Entreprenøriell markedsføring | |
dc.subject | Entrepreneurial Marketing | |
dc.subject | Micro business | |
dc.subject | Micro business | |
dc.title | The farm-based entrepreneur’s marketing mix: a case study from the local food sector | en_US |
dc.title.alternative | The farm-based entrepreneur’s marketing mix: a case study from the local food sector | en_US |
dc.type | Journal article | en_US |
dc.type | Peer reviewed | en_US |
dc.description.version | acceptedVersion | |
dc.source.journal | Journal of Research in Marketing and Entrepreneurship | en_US |
dc.identifier.doi | 10.1108/jrme-12-2020-0166 | |
dc.identifier.cristin | 2004117 | |
dc.relation.project | Norges forskningsråd: 232603 | |
dc.relation.project | Nofima AS: 201703 | |
dc.relation.project | Norges forskningsråd: 314318 | |
dc.relation.project | Nofima AS: 202103 | |
cristin.ispublished | true | |
cristin.fulltext | postprint | |
cristin.qualitycode | 1 | |