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Title: Entrepreneurial marketing : evidence from the Thai hotel industry
Author: Boonchoo, Pattana
ISNI:       0000 0004 2716 948X
Awarding Body: University of Reading
Current Institution: University of Reading
Date of Award: 2011
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The present thesis seeks to contribute to a relatively new area of research examining the interface between entrepreneurship and marketing, which is commonly referred to as entrepreneurial marketing (EM). The main aims of the study are twofold: (1) to explore and integrate the key dimensions of EM found in major EM literature in order to develop a new conceptual framework based on a resource-based view and the contingency theory in explaining the EM characteristics and behaviour of Thai hotels, and (2) to provide empirical evidence substantiating the interrelationships between the key dimensions of EM using exploratory and explanatory studies. To achieve these objectives, four major quantitative and qualitative studies were conducted, all of which complemented one another and contributed to the overall understanding of the proposed EM model. Through the use of cluster and regression analyses, the first two studies sought to explore the possible clusters of Thai hotels, based on key EM variables, and to test the interrelationships between the major variables governing cluster formations and selected EM variables. The third study explained and assessed the causal relationships and overall fit of the main EM model through structural equation modelling analysis. The last study was a qualitative study that sought to extend the explanations of marketing variables included in the model. It particularly aimed to explain the factors affecting managers' decisions to make changes to their marketing strategies, as well as the processes through which they make these changes. The data for the quantitative analyses were obtained through a mailed survey, with the final sample comprising 369 hotels across Thailand. Qualitative data were collected through semi- structured interviews with 40 hotel managers in five regions of the country. The overall findings supported the major claim of this thesis that organisations that are more entrepreneurially market- oriented tend to achieve better levels of organisational performance.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available