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Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This research analyzes the cultural contradictions of authenticity as they pertain to the actions of consumers and marketers. The authors' conceptualization diverges from the conventional assumption that the ambiguity manifest in the concept of authenticity can be resolved by identifying an essential set of defining attributes or by conceptualizing it as a continuum. Using a semiotic approach, the authors identify a general system of structural relationships and ambiguous classifications that organize the meanings through which authenticity is understood and contested in a given market context. They demonstrate the contextually adaptable nature of this framework by analyzing the authenticity contradictions generated by the cultural tensions between "conscious capitalism"—a market logic that encompasses both global brands and small independent businesses, such as a farm-to-table restaurant or an organic food co-op—and the elitist critique. The Slow Food movement provides a case study for analyzing how consumers, producers, and entrepreneurs who identify with conscious capitalist ideals understand these disauthenticating, elitist associations and the strategies they use to counter them. The authors conclude by discussing implications of the analysis for theories of authenticity and for managing the authenticity challenges facing conscious capitalist brands. [ABSTRACT FROM AUTHOR]

We investigate patterns of racial bias in small business loans denial rates in the US across different credit risk scores. Using data constructed from the 1998 Survey of Small Business Finances and Kauffman Firm Survey, we find disparities in loan approval ratings between Black and White entrepreneurs in intermediate risk categories, but not for the best and worst categories. We explain these findings with a simple and generalizable statistical discrimination model where banks hold prior beliefs of repayment probability based on the applicant's group and observe noisy signals of creditworthiness. Our model predicts that differences in loan denial rates across groups are more pronounced at middle range values and disappear at very high and very low credit scores. Identifying the likely cause of differential treatment in the market is an important first step in improving representation of minority groups as entrepreneurs. Our findings contribute to this critical effort by delineating the nature of racial bias in the credit market and informing remediation policies. [ABSTRACT FROM AUTHOR]

Digital marketing is no longer a new thing. This is because the ease of access to existing digital information does not limit marketing. What’s more, there are many digital marketing books and journals that can be used as references. Besides, we are living in digital era where we can access all the information whether we need it or not. Life is becoming easier with all the technologies that we have nowadays. In this research, the author explains the digital marketing that use android as its implementation. In Indonesia, there are two big online transportation apps that most Indonesian citizens use on a daily basis. They are GOJEK and GRAB BIKE. These apps also offer several facilities to small business to market their products. It is called GOFOOD and GRABFOOD. With this, GOJEK and GRAB bike have really helped small businesses to survive specially during the time of pandemic. This study aims to determine the effects of digital marketing on brand awareness. While the independent variables are Go Food (X1) and Grab Food (X2), the dependent variable is brand awareness (Y). The study uses multiple linier analysis techniques. For data collections, researches used an online questionnaire via Google Forms. The result showed that digital marketing variables using Go Food and Grab Food had a significant influence on brand awareness. [ABSTRACT FROM AUTHOR]

Businesses are slowly changing their communication strategies, especially smaller businesses with limited marketing budgets. Social media are emerging as an alternative channel for communication given that they enable targeted marketing campaigns at affordable prices. Instagram is one of the most popular social media platforms among the younger generation. If the brands want to target millennials and build effective communication with them, they must discover and understand what the millennials preferences on this social media are. The purpose of this research is focused on determining the type of visual brand communication that millennials prefer the most as well to discover the type of content that the millennials are most found of in order to increase the likelihood of their engagement with the brand. [ABSTRACT FROM AUTHOR]

This article explores, and offers recommendations to address, the factors impeding small business development in the City of Tshwane (formerly Pretoria), Gauteng Province, South Africa. It also examines small business development in the broader context of South Africa and other emerging economies. The research adopted a qualitative case study approach based on a systematic analysis of documents concerning governance and small business development in Tshwane. Obstacles for small businesses identified in this study include red tape and regulatory failure, inadequate infrastructure and support services, supply chain management challenges and a lack of markets, as well as inadequate vocational, educational and skills training opportunities for local entrepreneurs. The City of Tshwane needs to foster synergies between small businesses and the market to sustain growth and development. Its Integrated Development Plan should incorporate targeted measures to support competitive emerging businesses. [ABSTRACT FROM AUTHOR]

Copyright of Desarrollo Gerencial is the property of Universidad Simon Bolivar (USB) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Hacettepe University Journal of Economics & Administrative Sciences / Hacettepe Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi is the property of Hacettepe University, Faculty of Economic & Administrative Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Small businesses are gradually digitizing. Although they may not have the budget required to digitize all marketing processes, they make incremental investments in marketing apps aiming to improve their market positions. The frequently communicated benefits of marketing apps by companies that develop and offer them contributes to the demand for ready-made solutions and the development of apps targeted at specific business sectors. Familiarity with the potential of app-based marketing is integral to their acceptance as a means of exploring new opportunities and resolving specific problems. [ABSTRACT FROM AUTHOR]

This is a policy paper discussing online equity crowdfunding for small business entrepreneurs, and analyzes the low success rate of this relatively new financing technique. Created by the JOBS Act, the online equity crowdfunding program was designed to improve access to capital markets for small businesses, and first became available in 2016. The five year success rate is rather limited. Data collected by the SEC on online equity crowdfunding for small business owners shows disappointing rates of utilization. In essence, the concept has not delivered on the promise of increasing capital access for small business owners. [ABSTRACT FROM AUTHOR]

The research aimed to identify the main papers, authors, and journals on entrepreneurial marketing of startups, from a qualified bibliographic portfolio and their references. To this end, a bibliographic search was performed, using the ProKnow-C (Knowledge Development Process - Constructivist) method. As result, Audrey Gilmore; Gerald E. Hills; Ian Fillis; Morgan P. Miles and Sussie Morrish are the prominent authors. Journal of Research in Marketing and Entrepreneurship; Journal of Business Research; European Journal of Marketing and the International Small Business Journal are the most recognized and receptive on the subject. The papers of Morrish, Miles and Deacon (2010) and Morrish (2011) stood out. [ABSTRACT FROM AUTHOR]

Micro and small companies have great relevance and a huge contribution in the labor market, throughout the country, both economically and socially. The objective of this study was to show the challenges encountered by micro and small companies to survive in the labor market. This research is descriptive with literature bibliographic procedures. The article obtained the expected result and highlighted the main challenges faced by micro and small companies, and finally presented possible improvements to the category. [ABSTRACT FROM AUTHOR]

Scientific research has recently focused on the impact of online firm marketing on economic, social, and personality development. The importance of capturing and capitalizing on the positive outcomes of digital business adoption and implementation in various businesses has been highlighted in both theoretical and practical research. As a result, the goal of this article is to review the literature on the potential direct and indirect effects of online business marketing on the performance of SMEs in order to determine which factors are most important in determining a company's success. The outcomes of this study show that online business marketing has an impact on improving external and internal communication, and that for the best results, it is necessary to link digitalization investments with internal capabilities and organizational processes. The importance of technology is overshadowed by the social and economic benefits that result. [ABSTRACT FROM AUTHOR]

Copyright of Central Asian Economic Review is the property of Narxoz University and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Small businesses represent a consistent part in economies in general and their results can be improved by using marketing tools and channels efficiently and profitable. The paper aims to underline the importance of social media and social media marketing for small businesses as an effective and low-cost way to improve their overall performance. For this purpose, a systematic research and analysis were performed using literature sources, studies and online information. [ABSTRACT FROM AUTHOR]

As marketers continue to spend more and more on sales promotions, it is increasingly important for them to consider and understand how consumers evaluate and respond to these offers as well as what influence the offers have on consumer brand attitude. This is especially significant for small businesses as their resources, including promotion budgets, are usually substantially less than their larger counterparts. Therefore, it is essential that small businesses implement marketing strategies that generate the greatest return. One such strategy is the usage of sales promotions. However, in order to accomplish this, small business managers must understand the sales promotion landscape and recognize that it extends beyond simple discounts or coupons. Further, all sales promotions are not created equal, at least not in the eyes of consumers. Whether a sales promotion is deemed as a good offer is contingent upon more than just the promotion type. Rather, marketers must be cognitive of the roles of framing, consumer type, familiarity with the brand, consumer purchase involvement, and frequency of promotion and consider the influence of each variable on the consumer's perception of the offer and attitude towards the brand. In keeping with the Small Business Institute Journal's primary purpose of publishing practical, applied research, this article offers practitioners a practical review for understanding the sales promotion landscape, consumer perceptions of deal value, and the potential influence of sales promotions on brand attitude as well as provides considerations for implementing a sales promotions strategy. [ABSTRACT FROM AUTHOR]

One of the promising areas for creating a competitive market environment is the development of small businesses. Small businesses need to increase their competitive advantage over other market participants in order not to lose their place in the economic system, especially in a pandemic, while becoming drivers of economic growth. The purpose of the study is to examine the factors influencing the behaviour of small businesses in the market environment during the epidemic by understanding the existing problems and strategic orientations of their activities. The article forecasts the number of small agricultural business entities in order to understand the problems and prospects for development in a market environment (using retrospective and statistical research methods); the directions of support for exporters of agricultural products have been given; the change in the dynamics of goods export by small enterprises has been analyzed (using the methods of economic and mathematical modelling), the level of social responsibility of agrarian business entities as a necessary element for the implementation of export operations in foreign markets (with a built self-organizing map). It has been proven that small business entities have a basic level of social responsibility, but in order to strengthen their competitive position and the need to enter foreign markets, enterprises need to improve to a sufficient level. It has been found that problematic factors for exports need to be addressed, namely: access to trade finance, inappropriate production technologies, identification of potential markets and buyers; technical requirements and standards. It has been substantiated that it is necessary to strengthen the assistance of small enterprises in access to information, implementation of the WTO Agreement on Trade Facilitation, taking into account the interests of small enterprises, their involvement in regulatory activities in the field of trade. [ABSTRACT FROM AUTHOR]

Copyright of Diversitas Journal is the property of Diversitas Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

SCORE plays an essential role in supporting predominantly new small business entrepreneurs with limited resources. This article shares findings from in-depth interviews with SCORE mentors on how they advised clients on doing market research, their strategies and recommended resources on popular topics, and the perceived challenges their clients faced. Academic librarians can take advantage of opportunities identified in the study to build a robust relationship with SCORE, as well as leveraging SCORE methods and resources in their core reference and instruction work with students. [ABSTRACT FROM AUTHOR]