This study investigates the marketing of software products and services in micro and\ud
small firms. The nature of the software product means that it is that it is an\ud
'intangible' product. Firms in this study offer both a product and a service software\ud
solution which often incorporates project management, consultation and after sales\ud
support. The nature of the research problem therefore requires a review of a number\ud
of disciplines including Entrepreneurial Marketing (EM) and SME marketing. These\ud
concepts are especially pertinent to small firms operating in highly competitive and\ud
innovative markets as they attempt to build market share by delivering a high quality\ud
service with innovative solutions.\ud
The research approach employs an integrative multiple mix of qualitative\ud
methodologies. This method includes an extended case study of a micro sized\ud
software technology firm and a survey of the UK educational software sector in\ud
which it operates. The study also includes exploration of owner-manager networks\ud
and the customer's view of the IT purchase decision. An empirically and\ud
theoretically developed 'EMICO' framework which lies at the heart of this thesis and\ud
is used for investigation of EM activities and behaviours in small software\ud
technology firms. This model is tested and consolidated using a purposive sample of\ud
six micro and small software technology firms based in North Wales.\ud
The findings reveal that these firms are highly customer and innovation oriented in\ud
nature. Key issues for small firms in this sector include: the importance of project\ud
planning, the use of IT knowledge infrastructures, building long term customer\ud
relationships, managing customer expectations and, use of networks. Ownermanagers\ud
made use of a range of networks whilst firms used word of mouth (WOM)\ud
recommendation,t ending to be risk aversea nd low in competitor awarenessb ut\ud
using web based technology networks to glean information about new innovations\ud
and changes in the marketplace.\ud
This thesis makes a significant contribution to the EM literature in first developing\ud
and then refining the 'EMICO' framework, a new qualitative research framework\ud
with which to investigate entrepreneurial marketing activities and behaviours in\ud
SMEs. Up until now there has been very little research focussed on the software\ud
technology sector with specific reference to SMEs, and so this thesis also extends\ud
knowledge and contributes to the literature in the area