Audrey Gilmore

University of Ulster, Ulster Business School, Emerita

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Dr. Audrey Gilmore is Professor Emerita of Services Marketing at Ulster Business School, Northern Ireland. Her teaching and research interests are in strategic marketing, service marketing management and SME/Entrepreneurial marketing. She has published in a variety of international journals (such as International Business Review, European Journal of Marketing), written three books and many book chapters on these themes. She has supervised 14 doctoral candidates to successful conclusion. She was co-editor of the European Journal of Marketing for fourteen years and is a member of editorial boards for a number of marketing and small business journals. Currently she is a member of the Academy of Marketing’s (UK) Executive Committee, a member of the Academy of Marketing Research Committee; and is on the Advisory Board of the GRME (Global Research in Marketing and Entrepreneurship, formerly known as the American Marketing Association’s Marketing and Entrepreneurship Interface Group, USA). She has carried out research and consultancy for a number of start-up companies and growing SMEs in the UK, advised social enterprises and has advised and supervised quality service management issues with Stena Line, UK.

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Papers by Audrey Gilmore

Researching SME/entrepreneurial research

by Philippe Massiera and Audrey Gilmore

Journal of Research in Marketing and Entrepreneurship, Oct 14, 2013

Purpose – This study aims to focus on how SMEs have been researched in the first 12 years of the ... more Purpose – This study aims to focus on how SMEs have been researched in the first 12 years of the new millennium and published in JRME between 2000 and 2011. There have been many studies on how SME owner/managers do business, their decision-making processes and ways of delivering marketing activities, and many different methodologies have been used. Design/methodology/approach – All of the papers published in JRME from 2000 to 2011 were analysed using content analysis with Nvivo 9 in relation to the SME definitions used, methodology employed, geographical coverage and the business sectors covered. Findings – Within the context of a wider study of 14 international journals on small business and entrepreneurship, this paper presents the findings that have emerged from the JRME journal according to the SME definitions used, methodology employed, geographical coverage and the business sectors' covered. Originality/value – This study provides some findings in relation to the variety of studies carried out and the research presented in the JRME over a 12-year period.

Marketing illegitimacy within SMEs: learning triggers and influence on marketing communications

by Philippe Massiera and Audrey Gilmore

Journal of Strategic Marketing, Oct 9, 2017

ABSTRACT In line with Institutional Theory, this study introduces the concept of marketing illegi... more ABSTRACT In 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 study hypothesizes that a high level of marketing illegitimacy negatively influences SME owner/managers’ willingness to broaden the range of marketing communication activities. Building upon a sample of 78 companies, results confirm the validity and reliability of the measurement instrument and the two hypothesis, thus shedding some light on the underlining mechanisms of the marketing adoption pattern within SMEs. Theoretical and managerial implications of the findings are discussed and future research avenues are suggested.

Loyalty card adoption in SME retailers: the impact upon marketing management

European Journal of Marketing, Apr 13, 2015

Purpose – The purpose of this paper is to understand how small to medium-sized enterprise (SME) r... more Purpose – The purpose of this paper is to understand how small to medium-sized enterprise (SME) retailers adopt and implement a loyalty card programme as a marketing management decision-making tool. Design/methodology/approach – A qualitative and longitudinal case study research design is adopted. Data were collected from multiple sources, incorporating semi-structured interviews and analysis of company documents and observation within a retail SME. Findings – The findings presented focus on the loyalty card adoption process to reflect both the organisational issues and impact upon marketing management decision-making. Research limitations/implications – This research is restricted to one region within the UK, investigating loyalty card adoption within a specific industry sector. Practical implications – SME retailers operate in an industry environment whereby there is a competitive demand for loyalty card programmes. SME retailers need to carefully consider how to match the firm’s characteristics with customer relationship management (CRM) operational requirements as highlighted in this case. Originality/value – The evidence presented extends current knowledge of retail loyalty card programmes beyond the context of large organisations to encompass SMEs. The study also illustrates the value of a structured, formal CRM system to help SME retailers compete in a complex, competitive and omni-channel marketplace, adding new insights into the retail literature.

Qualitative Research: Future Evolution

SAGE Publications Ltd eBooks, Jul 15, 2011

Management competences for services marketing

Journal of Services Marketing, Jun 1, 1996

Traditionally, senior management has focussed on a customer‐oriented search for competitive advan... more Traditionally, senior management has focussed on a customer‐oriented search for competitive advantage in improving its marketing performance. There have been many systems, procedures and measurement approaches created for improving a company’s overall performance which have achieved varying levels of success. Until recently, little attention has been given to the consideration of the most suitable management competences for improving the quality of marketing decision making in services management. Takes a conceptual approach to addressing the question of what management competences might be and how they can be integrated for services marketing. Considers pertinent issues in relation to relevant marketing management competences which are necessary if the quality of marketing decision making in services is to be improved.

Defining a small sports club (SSC): towards a conceptual framework

Academic, Business and Practitioner Research

SAGE Publications Ltd eBooks, Jul 15, 2011

Marketing in the northern European ferry industry: An overview of on-board activity

Journal of Vacation Marketing, Jul 1, 1997

ABSTRACT

The Demonstration of a Methodology for Assessing SME Decision Making

Journal of Research in Marketing and Entrepreneurship, Jul 1, 2000

This paper advocates the merits of a holistic qualitative research method and analysis as being t... more This paper advocates the merits of a holistic qualitative research method and analysis as being the most penetrative method for determining the decision making process of SME owner-managers. This holistic method is refined in use and illustrated in an example of assessing the processes and outcomes of SME decision making in respect of the 'product' aspects of marketing activity. The methodology allows the range of important issues that may be expected to be inherent in how entrepreneur owner-managers DO marketing to be identified; and to determine the quality of this decision making. This methodology could be used for other applications in a variety of marketing circumstances, and, indeed, a key feature of the methodology outlined in this paper is its flexibility and adaptability.

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Developing the Heritage Destination: An investigation of the implementation of strategic plans

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An Investigation and Evaluation of the Role of Social Media in Facilitating the Co-Creation of Value in Small Sports Clubs

Defining a small sports club (SSC): a research agenda for the UK

The Role of Destination Marketing Organisation in Strategic Marketing Management for Tourism

Academy of Marketing eBooks, Jul 1, 2012

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Recognition of opportunities by growth minded owner managers of SME's

This research attempts to bring together the ideas from the entrepreneurship and marketing fields... more This research attempts to bring together the ideas from the entrepreneurship and marketing fields of study to create an understanding of the process of opportunity recognition by owner managers of established but rapidly growing SME's. Research using a qualitative methodology was carried out. This consisted of in depth interviews of owner managers of twenty SME'S that had clearly demonstrated a desire to grow. In every case the firms had been established for more than 3 years, were managed by the founder who had maintained a significant shareholding in the business and had less than 250 employees. The findings of this research are that management of opportunity in owner managed SME'S is actually a management function just as much as it may be an entrepreneurial one. It requires innovative individuals but this does not mean they are entrepreneurs; it requires marketing skills in the strategic sense but does not need professional marketers or functional marketing. Growing a firm requires a high level of management skills and experience but does not of necessity require high levels of creativity and innovation. Opportunities can only be recognized on the basis of knowledge but that may be gained through experience or analysis and needs a trigger or motivating propensity, experiential knowledge being the dominant source of knowledge.

The impact of organizational factors on management decision making

Strategic Change, Nov 1, 1996

ABSTRACT

Organising Interface Research: The Individual and the Group

Journal of Research in Marketing and Entrepreneurship, Jul 1, 2001

Academic publishing

European Business Review, Nov 1, 2006

Purpose – Writing and publishing research is an integral part of any academic&amp;amp;amp;amp... more Purpose – Writing and publishing research is an integral part of any academic&amp;amp;amp;amp;amp;amp;#39;s job. It is important for an individual&amp;amp;amp;amp;amp;amp;#39;s academic progression and is vital for the development, updating and refinement of teaching materials. This paper aims to focus on the purpose and value of publishing. Design/methodology/approach – Editors, reviewer and authors have different roles to play in the pre-publishing

Sources of opportunities used by growth minded owner managers of small and medium sized enterprises

International Business Review, Feb 1, 2013

Abstract The purpose of this paper is to investigate the sources and nature of opportunities used... more Abstract The purpose of this paper is to investigate the sources and nature of opportunities used by owner-managers of small and medium size (SMEs) firms in order to grow their businesses. In addition to the owner-manager's desire for growth, clearly there needs to be both opportunities to pursue and sufficient management activities that will discover such opportunities, so that a business can grow. These opportunities may originate through some form of environmental change such as advances in technology or by exploiting changes in the marketplace, for example, the exit of a competitor. Research was carried out within twenty SMEs whose owner-manager's aimed to grow their businesses. The focus of the research was on the sources of opportunities they encountered and how and why opportunities were recognized by these firms. The key findings of this research illustrate that the majority of sources for business opportunities for SMEs in this study lie in the market place and are not a direct consequence of environmental change. Traditional marketing analysis tools can, therefore, identify significant sources and scope for growth opportunities for SMEs.

Scales in services marketing research: a critique and way forward

European Journal of Marketing, May 29, 2009

Purpose-The purpose of this paper is to discuss the use of measurement scales and to illustrate s... more Purpose-The purpose of this paper is to discuss the use of measurement scales and to illustrate some of the drawbacks of using scales for measuring service quality without due recognition of the limitations and rigidity of such scales, especially when they are applied to the complexity of service marketing situations and contexts. Design/methodology/approach-A review of the most widely used scales in services measurement, including SERVQUAL and SERVPERF is provided, along with some of the conceptual issues surrounding scale design and use in service contexts. Then some qualitative research techniques are considered in terms of their adaptability and flexibility for carrying out research regarding the complex nature of services. Findings-Measurement scales are evaluated and discussed. The key criticisms of best-known scales used for services situations are presented. Then consideration is given to what might be a "best practice" scenario for measuring and assessing service-related issues in a service context. Originality/value-The discussion draws attention to the importance of recognising the most suitable research method for a service-specific research problem/question rather than imposing a well known measurement scale or technique that may not suit the purpose.

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The conceptual development of customer loyalty measurement: A proposed scale

Journal of Targeting, Measurement and Analysis for Marketing, 2003

Her teaching and research interests are in service marketing and management, SME marketing, compe... more Her teaching and research interests are in service marketing and management, SME marketing, competencies and networking. She has published in a variety of international journals on these themes. Much of her research has involved the development of qualitative methodologies for marketing studies. She is Joint Editor of the European Journal of Marketing and is currently the Academy of Marketing Regional Chair for Ireland.

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Researching SME/entrepreneurial research

by Philippe Massiera and Audrey Gilmore

Journal of Research in Marketing and Entrepreneurship, Oct 14, 2013