Audrey Gilmore
Ulster University
Publications 129
#1Audrey Gilmore (Ulster University)H-Index: 28
#2Andrew McAuley (International Institute of Minnesota)
Last.Hugh M. Pattinson (USYD: University of Sydney)H-Index: 7
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Abstract This paper reviews and reflects on the design and delivery of entrepreneurial marketing (EM) education in universities. During recent decades, there has been a growing interest in EM from policymakers, educators, organizations, and individuals, in tandem with a desire to enhance growth potential within regional and national economies. EM activities and processes have been adopted by many entrepreneurial firms across industries as diverse as agriculture, tourism, and engineering. All of ...
#1Audrey Gilmore (Ulster University)H-Index: 28
#2David Carson (Ulster University)H-Index: 30
ABSTRACTMuch has been written about SME owner-manager decision making and SME marketing efficiency. SME marketing theories have been drawn from the marketing, management and entrepreneurship literatures. These have provided the foundation for investigative empirical work focusing on how SME owner-managers actually do business. This paper reviews the relevant literature and offers some insights based on experience of working with SMEs at different stages of their development. Then two SME case ex...
#1Michele O'Dwyer (UL: University of Limerick)H-Index: 12
#2Audrey Gilmore (Ulster University)H-Index: 28
Strategic alliances offer significant opportunities to organisations, including the ability to expand their capabilities and to optimize value. In exploring the question of whether firms with differing value expectations choose to enter strategic alliances with firms of different capabilities, this study adopts a qualitative research approach using five Business to Business (B2B) manufacturing small and medium enterprises (SMEs). This study focuses on improving our understanding of three related...
#1Claire McCamley (University of Huddersfield)H-Index: 2
#2Audrey Gilmore (Ulster University)H-Index: 28
AbstractThis paper examines the process of strategic marketing planning for heritage tourism, an inherently complex and fragmented system, requiring a coordinated approach among a range of stakeholders. A conceptual model, detailing key stakeholders and specific strategic functions, as well as a prescribed method of coordination, is presented. Two regions were investigated using a qualitative methodology, which examined five strategic documents and consisted of in-depth interviews with 11 key in...
#1Mihaela Ghisoiu (Ulster University)
#2Peter Bolan (Ulster University)H-Index: 6
Last.Clare Carruthers (Ulster University)H-Index: 3
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An increasing number of film and television successes such as Game of Thrones and Dracula Untold have utilised heritage sites throughout Northern Ireland. This creates an opportunity for heritage sites to expand their traditional markets and to enhance the quality of the experience tourists have on site. This paper draws on the existing literature on heritage conservation, film tourism and co-creation and proposes a conceptual model with the aim of reconciling two very different markets that act...
#1Philippe MassieraH-Index: 2
#2Audrey Gilmore (Ulster University)H-Index: 28
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ABSTRACTIn line with Institutional Theory, this study introduces the concept of marketing illegitimacy to critically investigate how SME owner/managers perceive the usefulness of marketing principles and practices. The study also investigates the antecedents and consequences of these perceptions. Firstly, the study hypothesizes that negative perceptions about marketing decrease when negative performance increases, entrepreneurs look for any possible solution to achieve their goals. Secondly, the...
#1Michele O’Dwyer (UL: University of Limerick)H-Index: 3
#2Audrey Gilmore (Ulster University)H-Index: 28
AbstractThe impact of market orientation on organisational performance has been the subject of many studies illustrating variance with firm size. Although small- to medium-sized enterprises (SMEs) are inherently customer-oriented, research has identified that they have significantly lower levels of competitor orientation than large firms and that competitor orientation is significantly related to organisational performance. In addition, studies have illustrated that SME success is linked to inno...
#1Claire McCamley (University of Huddersfield)H-Index: 2
#2Audrey Gilmore (Ulster University)H-Index: 28
This paper investigates the behaviour of small and medium sized enterprises (SMEs) within the heritage tourism supply chain (HTSC), in two emerging heritage regions. SMEs are conceptualised as implementers, working within the constraints of government level tourism structures and the heritage tourism supply chain. The research employs a case study approach, focusing on two emerging regions in Northern Ireland. In-depth interviews were carried out with small business owners and community associat...