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  • AAM RJMM-2022-0157

    Accepted author manuscript, 246 KB, Word document

    Available under license: CC BY: Creative Commons Attribution 4.0 International License

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Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis

Research output: Contribution to Journal/Magazine › Journal article › peer-review

E-pub ahead of print

Standard

Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis. / Bruce, Helen; Rooney, Tara; Krolikowska, Ewa.
In: Journal of Marketing Management, 11.05.2023.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Bruce, H, Rooney, T & Krolikowska, E 2023, 'Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis', Journal of Marketing Management. https://doi.org/10.1080/0267257X.2023.2209584

APA

Bruce, H., Rooney, T., & Krolikowska, E. (2023). Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis. Journal of Marketing Management. Advance online publication. https://doi.org/10.1080/0267257X.2023.2209584

Vancouver

Bruce H, Rooney T, Krolikowska E. Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis. Journal of Marketing Management. 2023 May 11. Epub 2023 May 11. doi: 10.1080/0267257X.2023.2209584

Author

Bruce, Helen ; Rooney, Tara ; Krolikowska, Ewa. / Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis. In: Journal of Marketing Management. 2023.

Bibtex

@article{7c3f96c022204d439dfae38b6f97148f,
title = "Women Microbusiness Owners{\textquoteright} Entrepreneurial Marketing Decision-Making During a Crisis",
abstract = "Understanding effective marketing decision-making is key to driving business performance. However, knowledge of marketing decision-making by microbusiness owners is limited. Moreover, little is known about how microbusiness owners make marketing decisions under crisis conditions. This article explores entrepreneurial marketing decision-making by women microbusiness owners during the COVID-19 pandemic, through qualitative interviews with providers of children{\textquoteright}s activities, who migrated their services online during lockdown. Findings shed light on their marketing decision-making by highlighting transitions between causation and effectuation approaches and identifying key resources leveraged in effectuation decision-making. We also observe how distinct principles of effectuation may be combined to make effective marketing decisions. In addition, we discern interactions within networks and membership of communities of practice as collective influences on women microbusiness owners{\textquoteright} entrepreneurial marketing decision-making.",
keywords = "Microbusiness, women entrepreneurs, entrepreneurial decision-making, marketing decision making, communities of practice, crisis management",
author = "Helen Bruce and Tara Rooney and Ewa Krolikowska",
year = "2023",
month = may,
day = "11",
doi = "10.1080/0267257X.2023.2209584",
language = "English",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Routledge",

}

RIS

TY - JOUR

T1 - Women Microbusiness Owners’ Entrepreneurial Marketing Decision-Making During a Crisis

AU - Bruce, Helen

AU - Rooney, Tara

AU - Krolikowska, Ewa

PY - 2023/5/11

Y1 - 2023/5/11

N2 - Understanding effective marketing decision-making is key to driving business performance. However, knowledge of marketing decision-making by microbusiness owners is limited. Moreover, little is known about how microbusiness owners make marketing decisions under crisis conditions. This article explores entrepreneurial marketing decision-making by women microbusiness owners during the COVID-19 pandemic, through qualitative interviews with providers of children’s activities, who migrated their services online during lockdown. Findings shed light on their marketing decision-making by highlighting transitions between causation and effectuation approaches and identifying key resources leveraged in effectuation decision-making. We also observe how distinct principles of effectuation may be combined to make effective marketing decisions. In addition, we discern interactions within networks and membership of communities of practice as collective influences on women microbusiness owners’ entrepreneurial marketing decision-making.

AB - Understanding effective marketing decision-making is key to driving business performance. However, knowledge of marketing decision-making by microbusiness owners is limited. Moreover, little is known about how microbusiness owners make marketing decisions under crisis conditions. This article explores entrepreneurial marketing decision-making by women microbusiness owners during the COVID-19 pandemic, through qualitative interviews with providers of children’s activities, who migrated their services online during lockdown. Findings shed light on their marketing decision-making by highlighting transitions between causation and effectuation approaches and identifying key resources leveraged in effectuation decision-making. We also observe how distinct principles of effectuation may be combined to make effective marketing decisions. In addition, we discern interactions within networks and membership of communities of practice as collective influences on women microbusiness owners’ entrepreneurial marketing decision-making.

KW - Microbusiness

KW - women entrepreneurs

KW - entrepreneurial decision-making

KW - marketing decision making

KW - communities of practice

KW - crisis management

U2 - 10.1080/0267257X.2023.2209584

DO - 10.1080/0267257X.2023.2209584

M3 - Journal article

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

ER -