Entrepreneurship Research Seminar on 26.5.2023 at 10:00, TSE Yhdistys


26.5.2023 at 10.00 - 12.00
Entrepreneurship Research Seminar on 26.5.2023 at 10:00, TSE Yhdistys

Kati Suomi (Kaisa Aro – co-author) will present their work-in-progress “Managing resource constraints by bricolage – Examination of entrepreneurial branding of small businesses in tourism”

Abstract. Aiming at new opportunities under resource-constrained and uncertain market environments, an entrepreneur must make use of innovative approaches to handle restraints in marketing and branding. Entrepreneurial marketing with its proposed elements (opportunity-driven, proactiveness, innovation focused, customer intensity, risk management, resource leveraging and value creation), has been suggested as one solution to handle resource constraints (Morris, Schindehutte & LaForge, 2002). More recent literature argues that the position of the entrepreneur has not been given sufficient emphasis in branding theory, and in turn, the entrepreneurship studies do not underline branding opportunities (Kusi, 2020). Thus, this study focuses the intersection of literatures on entrepreneurship and branding. The purpose of the study is to conceptualize entrepreneurial branding in tourism enterprises. Specifically, the study concentrates on the following research question: Whether and how tourism enterprises manage resource constraints in their entrepreneurial branding by bricolage? This qualitative study is conducted in the context of Finnish tourism enterprises. Face to face- and video call-interviews are conducted with entrepreneurs, and one employee who is the CEO of the company. Based on our initial findings, the role of the unique way of using language exemplifies bricolage in entrepreneurial branding of tourism enterprises. Further, the study notes that companies employ bricolage cleverly by drawing from topical events and news. This study will add to the literature on the intersection of entrepreneurship and branding which is still under-studied area. The study contributes by a model demonstrating mechanisms of entrepreneurial bricolage of small businesses in tourism.

Ethel Ewoh-Odoyi will present her paper on how progress has been framed at different time periods in Nigerian policy documents

Abstract. This paper analyses the framing of progress in the Nigerian public policy documents between 2000-2020. The analysis follows how gendered discursive elements or narratives are framed in the Nigerian policy documents. The first phase of the policy documents shows that between the year 2001-2009, progress was focused on developing a gendered economy through education, policy, infrastructure and equity for promoting socioeconomic human development. The second phase of the policy documents between the year 2012-2015, shows that progress has been framed on developing the economy through educational skill, improving infrastructure, policy, ICT, and institution to develop human capital for socioeconomic wellbeing. The third phase of the policy documents shows that between the year 2016-2020, progress was framed at improving the economy, education, infrastructure, policy, ICT, institutions, human development for socioeconomic development. The study reveals that, progress has been framed towards education for progressing the economy through policy institutions, in promoting infrastructure, ICT for improving social equality as a modality to improve gender equality and human development.

The research seminar will be held on 26.5 in the room TSE Yhdistys starting at 10:00.

You can also join the seminar online via Zoom link:

Anna Elkina