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Study Of Entrepreneur-Customer Communication, Bradley F. Williams

Presidential Scholars Theses (1990 – 2006)

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 …