Relationship marketing: Its key role in entrepreneurship

The authors argue that relationship marketing can readily be adopted by a small entrepreneurial business but it will need to be adapted to the entrepreneurial environment into which it is introduced. Results from initial research suggest that entrepreneurial enterprises employ relationship marketing more effectively than less entrepreneurial organisations and they derive commercial benefits such as higher growth rates and fewer customer defections. The authors argue that entrepreneurship can be learned and so less entrepreneurial firms have the potential to learn from more successful entrepreneurs. They offer some specific recommendations but they recognise that the task is not easy because the SME has to create an internal culture that is capable of both embracing relationship marketing and being alert to opportunity.