Marketing in context – The marketing authenticity of owner/entrepreneurs of small firms: Case evidence from Welsh (UK) SME food and drink producers and retailers

This exploratory paper sets out to gain evidence of ‘contextual marketing’ (CM) in the small firm by exploring the phenomena of ‘authenticity’ within cases drawn from a single sector and displaying similarity of firm type. The aim of this study will seek to explore and define marketing in context and specifically: The marketing authenticity of owner/entrepreneurs of small firms: Case evidence from Welsh (UK) SME food and drink producers and retailers. Case research used here will allow ‘meaningful exploration of the characteristics of real life events’ (Remenyi et al., 1998), and insight into how small firms ‘go to market.’ This paper will contribute to knowledge development, and help explain and make meaning from the complex phenomena of small firms that tend to be loosely structured, non-hierarchical, and often adopting an unorthodox/informal style of management.