Open Access Presidential Scholars Thesis
Charles H. Davis
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
Department of Marketing
Presidential Scholar Designation
A paper submitted in partial fulfillment of the requirements for the designation Presidential Scholar.
1 PDF file (60 pages)
©1991 Bradley F. Williams
Williams, Bradley F., "Study of entrepreneur-customer communication" (1991). Presidential Scholars Theses (1990 – 2006). 2.