Marketing in context - the marketing authenticity of owner/entrepreneurs of small firms: case evidence from Welsh (UK) sme food and drink producers and retailers

This exploratory paper sets out to gain insight into evidence of “Contextual Marketing” in the small firm by exploring the phenomena of “authenticity” within cases drawn from a single sector and displaying similarity of firm type. Case research will allow “meaningful exploration of the characteristics of real life events” (Remenyi et al 1998), and researchers insight into how small firms “go to market.” It will contribute to knowledge creation, and help explain and make meaning from the complex phenomena of small firms that tend to be loosely structured, non-hierarchical, often adopting an unorthodox/informal style of management.