Handbook of Entrepreneurship and Marketing
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Handbook of Entrepreneurship and Marketing

Edited by Ian Fillis and Nick Telford

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
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Chapter 13: The use of a narrative methodology in small firm research

Jonathan H. Deacon and Elizabeth Lloyd-Parkes

Abstract

The focus of this chapter is to develop ways in which we can explore ‘context rich’ individualised situations or, in other words, the ‘reality’ of ‘doing business’ within a given social setting. A research design must be used that is consistent with a study regarding such individualised and personal forms of ‘reality’. Therefore, a methodology that mirrors the operation of the entrepreneurial firm should be used. However, the ‘reality’ of the language used and the implied meaning by actors is acquired through a contextual interpretation of events and therefore a second ‘reality’ is derived: that of the researcher’s views of the ‘reality’. A narrative methodology is promoted as the appropriate response to these concerns. This approach has been chosen so that, in seeking an immersion with the phenomena, a richness and depth of meaning in the outcomes then emerges.

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