Networks and Customer Relationships in a Small Software Technology Firm: A Case Study

Abstract

This paper attempts to further knowledge of entrepreneurial marketing (EM) from the SME network perspective. It offers valuable in-depth insights into personal contact networks (PCNs), illustrating their value in resource leveraging for software technology SMEs. This research is important because networking has been identified by EM researchers as central to this developing concept, while there is a paucity of research concerning software marketing and marketing in SME technology firms. An extended case study was conducted; methods used included participant-observation, desk research, and interviews with owner-managers and employees. The research focus was on firm usage and outputs of PCNs. Identified networks included business and customer networks. Findings offer insights into the role of PCNs in enhancing business, innovation and marketing capacities, areas of overlap of these networks, and the role of customer relationships in building innovation and marketing capacity.

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