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Adopting the Implant Model for Retail Growth: The Impact Upon Marketing

Reid, A, Gilmore, A, Donnell, L and Hutchinson, K (2014) Adopting the Implant Model for Retail Growth: The Impact Upon Marketing. In: AMA Global Research Symposium on Marketing and Entrepreneurship. Ammerican Marketing Association. 25 pp. [Conference contribution]

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Purpose: The aim of this paper is to extend strategic thinking in the area of EM to reflect the contextual issues of SME retailing and to identify how a retail implant strategy can enable SME owner managers to become more entrepreneurial in their marketing activities. Design/methodology: The implant model of retailing was applied to an SME Artisan Coffee Shop retailer who is experiencing a period of growth from SME to nationwide in the UK. The paper adopts a single case approach using semi-structured interviews and company documentation as data collection tools, conducted over a six month period.Findings: The findings of the paper are structured around key themes relating to three main strategic issues namely, lack of strategic focus on the management and marketing of a growing business, weak organisational structure with no marketing focus, and a conflict between operational efficiency and service quality. Originality/value: The paper provides empirical knowledge of the implant model within the SME retail sector that will aid business owners in taking account of changing trends in retailing and manage an entrepreneurial marketing approach in a larger business. The theoretical and practical implications of this study are particularly important given the significant contribution of the retail sector to UK economy and the priority for retail growth to revitalize the high street and town centers.

Item Type:Conference contribution (Paper)
Keywords:Retail Implant Model, Entrepreneurial Marketing, SMEs, Retail, Case study
Faculties and Schools:Ulster Business School > Department of Business and Enterprise
Ulster Business School
ID Code:37788
Deposited By: Dr Andrea Reid
Deposited On:10 May 2017 13:13
Last Modified:17 Oct 2017 16:29

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