“Diamonds in the Sand”: A Marketing Strategy to Attract High‐Growth Business Start‐ups to Grampian Enterprise’s Chrysalis Elite Programme

Abstract

This paper considers those high growth companies who do not appear to consult official support bodies – in particular, Grampian Enterprise Ltd. The challenge of finding these businesses has been likened to looking for “diamonds in the sand”. Both general and specific recommendations are drawn that would help in the locating and motivating of these SMEs to seek official help.

Citation

Turnbull, A. and Macleod, J. (2000), "“Diamonds in the Sand”: A Marketing Strategy to Attract High‐Growth Business Start‐ups to Grampian Enterprise’s Chrysalis Elite Programme", Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 3, pp. 200-214. https://doi.org/10.1108/14715200080001546