Networks and marketing in small professional service businesses

Purpose – This paper aims to explore networks in relation to small professional service businesses. Both the structural and relational components of networks are considered to better understand what networks are and how they operate. The paper investigates the link between networks and marketing and discusses the extent to which small professional service businesses use their networks for marketing activities. Design/methodology/approach – The literature review identifies key elements of professional service businesses, networks and marketing activities. The primary research is qualitative by design and exploratory in nature and used a multi-case study approach. Data were collected from five small management consultancy businesses through in-depth interviews using semi-structured questionnaires. Findings – The study finds that small professional service businesses lack the business/marketing language to articulate their approaches and values. They are increasingly relying on collaboration to deliver chang...