The role of effectual networking in small business marketing

Purpose The purpose of this paper is to address the recent calls for an in-depth investigation of the entrepreneurial marketing (EM) practices of small businesses and a further conceptual development of EM under market uncertainty. Drawing on the EM mix (i.e. person, purpose, practices and process), the authors aim to conceptualise EM under market uncertainty through principles of effectual networking. Design/methodology/approach The authors conducted an in-depth case study of an owner-manager who networks with many different stakeholders to create new markets for wool in the Norwegian wool industry. Findings Situated within the creative and craft-based industries, the study demonstrates that market uncertainty can be reduced through effectual networking to produce highly beneficial outcomes for small businesses. The findings give rise to a new model of the EM mix under uncertainty, emphasising the role of the owner-manager (i.e. person) and the purpose as the outset and driving force of the EM process. These two elements constitute the initial means in the means-driven EM process and the foundation for subsequent EM practices. The person, purpose and practices interact iteratively, and focal effectual networking principles guide EM practices. Originality/value This paper expands and contextualises existing theories on EM under market uncertainty by introducing the effectual networking perspective. This represents a hitherto under-investigated area of research in small business marketing.