Conceptualizing Entrepreneur’s Individual Role in Home Based Business Marketing

Subject Areas : Jounal of Marketing Management

A. M. Golabi ¹ ( )
S. H. Khodadad Hoseini ² ( )
J. Yadollahi ³ ( )
M. Rezvani ⁴ ( )

Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-06-22

Keywords: Entrepreneurship, Entrepreneur's individual role, Home based business, marketing,

Abstract :

The purpose of the present study is to determine the individual role and position of entrepreneurs in home-based business marketing activities. The paper main focus is on finding the combine characteristics of entrepreneurs as an influential factor in home-based business marketing process. A qualitative exploratory approach and specifically the case study method were used for understanding the role of entrepreneurs in this context. The data were collected through depth and semi-structure interviews with 12 entrepreneur/owner manager of home-based businesses. The  findings indicated  that the entrepreneur individual is utilizing his/her personal characteristics and abilities, working experiences and skills, personal intuition and perception, proactiveness and adherence to ethical principles in market place, to gain more profit and also deliver higher values to his/her initial and secondary customers.