The Emergence of Entrepreneurial Marketingthe Emergence of Entrepreneurial Marketing

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The Emergence of Entrepreneurial Marketing: Nature and Meaning

Michael H. Morris, Ph.D. Harold and Sandy Noborikawa Distinguished Professor of Entrepreneurship and Marketing Department of Marketing College of Business Administration University of Hawaii Honolulu, Hawaii 96822 E-mail: Telephone : (808) 956-6692 Minet Schindehutte, Ph.D. Assistant Professor of Entrepreneurship Page Center for Entrepreneurship Miami University Oxford, Ohio 45056 E-mail: Telephone : (513) 529-1221 Raymond W. LaForge, Ph.D. Brown-Forman Professor of Marketing College of Business Administration University of Louisville Louisville, Kentucky 40292 E-mail: Telephone : (502) 852-4849 Submitted July 2001

The Emergence of Entrepreneurial Marketing: Nature and Meaning

Abstract The purpose of this paper is to critically examine the concept of entrepreneurial marketing. This term is used as an umbrella to capture conceptualizations of marketing as an innovative, risk-taking, proactive area of managerial responsibility. Such conceptualizations include guerrilla marketing, radical marketing, expeditionary marketing, subversive marketing and others. Six core dimensions of entrepreneurial marketing are identified and explored. The advantages of an entrepreneurial perspective on marketing are identified. Insights are synthesized from various literatures, including the work on corporate entrepreneurship, innovation and new product development, creative leadership, and change management. Linkages are established between entrepreneurial marketing and resource advantage theory. An integrative model is proposed that includes a number of key factors surrounding the phenomenon of entrepreneurial marketing. Conclusions are drawn regarding the intellectual substance or legitimacy of entrepreneurial marketing. Priorities are proposed for continuing research, and implications are drawn for theory development, teaching, and...
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