Presidential Scholars Theses (1990 – 2006)

Awards/Availabilty

Open Access Presidential Scholars Thesis

First Advisor

Charles H. Davis

Keywords

Entrepreneurship;

Abstract

My project consisted of an analysis of the communication process that occurs between an entrepreneur and their customers. The project research was primarily exploratory, since this topic has received very little attention in terms of academic study. Thus, my goal was to provide some insights into an important, yet overlooked, area in the field of marketing and entrepreneurship.

Traditional business communication models depict a predominantly unilateral flow of communication from a business (usually a corporation) to its customers. An example of this kind of one-direction communication would be an advertising promotion. A feedback loop is usually included in the model in order to account for any communication flows from the customer back to the business (typically, the feedback communication is in the form of "purchase" or "no purchase" of the promoted product or service.

The above described communication model involving a large business (i.e., corporation), however, may not completely reflect the flow of communications inherent to a small business. In small businesses, the owner (entrepreneur) is often in closer proximity to customers in day-to-day business operations. Therefore, the communication process in regards to entrepreneurs and their customers could differ substantially from traditional models.

Date of Award

1991

Department

Department of Marketing

Presidential Scholar Designation

A paper submitted in partial fulfillment of the requirements for the designation Presidential Scholar.

Date Original

5-5-1991

Object Description

1 PDF file (60 pages)

Date Digital

4-13-2017

Copyright

©1991 Bradley F. Williams

Type

document

Language

EN

File Format

application_pdf

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