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• W1963802495 abstract "Purpose – The purpose of this paper is to explore the importance that successful entrepreneurs in Mauritius attach to marketing in operating their business and how marketing is actually practised or is prevalent in their enterprises.Design/methodology/approach – This paper forms part of a broader study undertaken by the authors. The survey instrument is a personally administered semi‐structured questionnaire. A sample of 30 successful entrepreneurs for this paper is drawn judgmentally from the broader study.Findings – The results indicate that entrepreneurs surveyed use marketing to a large extent although some apply it unknowingly. Respondents tend to emphasize product development rather than improving product offering based on customer needs and wants. The results also reveal that some of the entrepreneurs practice marketing in mostly unconventional ways although there is evidence of convergence with traditional marketing in many respects. On the whole, the results of this survey indicate that entrepren..." @default.
• W1963802495 created "2016-06-24" @default.
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• W1963802495 date "2009-10-23" @default.
• W1963802495 modified "2023-09-26" @default.
• W1963802495 title "Entrepreneurship and marketing: an exploratory study in Mauritius" @default.
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• W1963802495 doi "https://doi.org/10.1108/17561390910999506" @default.
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