Entrepreneurial groups in Ireland and WalesA preliminary typology of entrepreneurs using a marketing segmentation approach

TY - JOUR

T1 - Entrepreneurial groups in Ireland and Wales

T2 - A preliminary typology of entrepreneurs using a marketing segmentation approach

AU - Dowell, David John

AU - Dawson, Christopher George

AU - Fuller-Love, Nerys

AU - Hopkins, Benjamin Arthur

PY - 2012

Y1 - 2012

N2 - Purpose – The purpose of this paper is to use a marketing segmentation approach based upon attitudes and perceptions of centrality, trust, communication, conflict resolution, benefits and satisfaction to create a typology of network members specifically for entrepreneurs as actors in entrepreneurial business networks.Design/methodology/approach – The paper uses a survey of individuals drawn from six entrepreneurial networks located within West Wales and South-East Ireland. Initial analysis utilised exploratory factor analysis, which was then used as a base for cluster analysis. Validity was established using ANOVA (continuous data) and Chi-square (categorical data) tests, while reliability was examined through Cronbach alphas.Findings – The findings indicate that a four segment structure existed. Each of the four segments were found to be significantly different regarding attitudes towards centrality, trust, communication, conflict resolution, benefits and satisfaction. The four network member segments are: Benefiters, Doubters, Shadows and Leaders.Research limitations/implications – The main limitation of this research is the sample size. Consequently, the implications are somewhat limited and more work is required to validate these findings. Further research is needed to test if the segments are generalisable.Originality/value – The research is an initial attempt to segment actors in entrepreneurial networks through the use of market segmentation. The work creates a pathway for further investigations into this area using the segmentation framework.

AB - Purpose – The purpose of this paper is to use a marketing segmentation approach based upon attitudes and perceptions of centrality, trust, communication, conflict resolution, benefits and satisfaction to create a typology of network members specifically for entrepreneurs as actors in entrepreneurial business networks.Design/methodology/approach – The paper uses a survey of individuals drawn from six entrepreneurial networks located within West Wales and South-East Ireland. Initial analysis utilised exploratory factor analysis, which was then used as a base for cluster analysis. Validity was established using ANOVA (continuous data) and Chi-square (categorical data) tests, while reliability was examined through Cronbach alphas.Findings – The findings indicate that a four segment structure existed. Each of the four segments were found to be significantly different regarding attitudes towards centrality, trust, communication, conflict resolution, benefits and satisfaction. The four network member segments are: Benefiters, Doubters, Shadows and Leaders.Research limitations/implications – The main limitation of this research is the sample size. Consequently, the implications are somewhat limited and more work is required to validate these findings. Further research is needed to test if the segments are generalisable.Originality/value – The research is an initial attempt to segment actors in entrepreneurial networks through the use of market segmentation. The work creates a pathway for further investigations into this area using the segmentation framework.

KW - Centrality

KW - Cluster analysis

KW - Entrepreneurialism

KW - Entrepreneurs

KW - Ireland

KW - Market segmentation

KW - Networks

KW - Trust

KW - United Kingdom

UR - http://hdl.handle.net/2160/11210

U2 - 10.1108/14715201211271401

DO - 10.1108/14715201211271401

M3 - Article

VL - 14

SP - 184

EP - 198

JO - Journal of Research in Marketing and Entrepreneurship

JF - Journal of Research in Marketing and Entrepreneurship

SN - 1471-5201

IS - 2

ER -