Em 21st Century

Topics: Marketing, Entrepreneurship, Strategic management Pages: 16 (5442 words) Published: January 6, 2013
Journal of Research in Marketing and Entrepreneurship
Emerald Article: Entrepreneurial marketing: a strategy for the twenty-first century? Sussie C. Morrish

Article information:
To cite this document: Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 Permanent link to this document: http://dx.doi.org/10.1108/14715201111176390 Downloaded on: 17-12-2012 References: This document contains references to 35 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 1413 times since 2011. *

Users who downloaded this Article also downloaded: *
Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390 Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390 Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390

Access to this document was granted through an Emerald subscription provided by For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.

The current issue and full text archive of this journal is available at www.emeraldinsight.com/1471-5201.htm

JRME 13,2

Entrepreneurial marketing: a strategy for the twenty-first century? Sussie C. Morrish
College of Business and Economics, University of Canterbury, Christchurch, New Zealand Abstract
Purpose – The purpose of this paper is to present the author’s view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times. Design/methodology/approach – The author reflects on some significant marketing changes and provides some contemporary example of companies that have successfully adopted EM approaches and challenged traditional marketing wisdom. Findings – EM is best conceived not as a nexus between marketing and entrepreneurship, but as an augmented process, where both the entrepreneur and the customer are the core actors, co-creating value within the marketing environment. Originality/value – While this is an opinion piece, the paper provides evidence of how EM can be adopted and applied by entrepreneurial firms and challenges marketers to create and control their own-marketing environment. Keywords Entrepreneurship, Marketing, Entrepreneurial marketing, Market orientation, Marketing strategy Paper type Viewpoint


Journal of Research in Marketing and Entrepreneurship Vol. 13 No. 2, 2011 pp. 110-119 q Emerald Group Publishing Limited 1471-5201 DOI 10.1108/14715201111176390

Introduction Like most emerging fields of research, entrepreneurial marketing...

References: Barney, J.B. (1991), “Firm resources and sustained competitive advantage”, Journal of Management, Vol. 17, pp. 99-120. Carson, D. and Gilmore, A. (2000), “Marketing at the interface: not ‘what’ but ‘how’”, Journal of Marketing Theory and Practice, Vol. 8 No. 2, pp. 1-7. Chmielewski, D.C. and Sarno, D. (2009), “How MySpace fell off the pace”, Los Angeles Times, available at: http://articles.latimes.com/2009/jun/17/business/fi-ct-myspace17 (accessed 17 June 2011). Coviello, N. and Joseph, R. (2011), “An entrepreneurship lens on the SDL: insights from NPD”, unpublished PhD thesis, University of Auckland, Auckland. Covin, J.G. and Slevin, D.P. (1989), “Strategic management of small firms in hostile and benign environments”, Strategic Management Journal, Vol. 10 No. 15, pp. 75-87. Day, G. (1994), “The capabilities of market-driven organisations”, Journal of Marketing, Vol. 58 No. 4, pp. 37-52. de Wit, B. and Meyer, R. (2010), Strategy: Process, Content, Context – An International Perspective, 4th ed., Cengage, Andover. Deacon, J.H. (2002), “Contextual marketing – commonalities and personalities – fuzzy experiential excellence”, UIC Research Symposium: American Academy of Marketing, San Diego State University, San Diego, CA. Friar, J.H. and Balachandra, R. (1999), “Spotting the customer for emerging technologies”, Research Technology Management, Vol. 42 No. 4, pp. 37-43. Han, J.K., Kim, N. and Kim, H.B. (2001), “Entry barriers: a dull-, one-, or two-edged sword for incumbents? Unraveling the paradox from a contingency perspective”, Journal of Marketing, Vol. 65 No. 1, pp. 1-14. Jaworski, B. and Kohli, A.K. (1993), “Market orientation: antecedents and consequences”, Journal of Marketing, Vol. 57 No. 3, pp. 53-70. Jaworski, B., Kohli, A. and Sahay, A. (2000), “Market-driven versus driving markets”, Academy of Management Science Journal, Vol. 28 No. 1, pp. 45-54. Kim, W.C. and Mauborgne, R. (2004), “Blue ocean strategy”, Harvard Business Review, Vol. 82 No. 10, pp. 76-84.
Entrepreneurial marketing
JRME 13,2
Lotti, M. and Lehmann, D. (2007), “AMA definition of marketing”, available at: www.marketingpower.com/Community/ARC/Pages/Additional/Definition/default.aspx (accessed 18 June 2011). Matsuno, K., Mentzer, J.T. and Ozsomer, A. (2002), “The effects of entrepreneurial proclivity and market orientation on business performance”, Journal of Marketing, Vol. 66 No. 3, pp. 18-32. Min, S., Kalwani, M.U. and Robinson, W.T. (2006), “Market pioneer and early follower survival risks: a contingency analysis of really new versus incrementally new product-markets”, Journal of Marketing, Vol. 70 No. 1, pp. 15-33. Morrish, S. (2008), “42Below: exploring vodka opportunities”, in Walker, O.C., Gountas, J., ´ ´ Mavondo, F., Mullins, J.W., Boyd, H.W. and Larreche, J.-C. (Eds), Marketing Strategy and Cases: A Decision-focused Approach, 1st ed., McGraw-Hill, Sydney, pp. 370-5. Morrish, S. (2009), “Portfolio entrepreneurs: an effectuation approach to multiple venture development”, Journal of Research in Marketing and Entrepreneurship, Vol. 11 No. 1, pp. 32-48. Morrish, S. and Deacon, J. (2011), “A tale of two spirits: entrepreneurial marketing at 42below vodka and Penderyn Whisky”, Journal of Small Business and Entrepreneurship, Vol. 24 No. 1, pp. 113-24. Morrish, S.C., Miles, M.P. and Deacon, J.H. (2010), “Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship”, Journal of Strategic Marketing, Vol. 18 No. 4, pp. 303-16S. O’Connor, G.C. and Veryzer, R.W. (2001), “The nature of market visioning for technology-based radical innovation”, The Journal of Product Innovation Management, Vol. 18, pp. 231-46. Olleros, F.-J. (1986), “Emerging industries and the burnout of pioneers”, Journal of Product Innovation Management, Vol. 3 No. 1, pp. 5-18. Porter, M.E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, The Free Press, New York, NY. Porter, M.E. (1985), Competitive Advantage, The Free Press, New York, NY. Rahoi-Gilchrest, R.L. (2007), “The 42 below story”, International Journal of Communication, July-December, available at: http://findarticles.com/p/articles/mi_m1AIY/is_2_17/ai_ n25015856/ Ramaswami, S. and Srivastava, R. (2009), “Market-based capabilities and financial performance of firms: insights into marketing’s contribution to firm value”, Journal of the Academy of Management Science, Vol. 37, pp. 97-116. Read, S., Dew, N., Sarasvathy, S., Song, M. and Wiltbank, R. (2009), “Marketing under uncertainty: the logic of an effectual approach”, Journal of Marketing, Vol. 73, May, pp. 1-18. Robinson, W.T. and Min, S. (2002), “Is the first to market the first to fail? Empirical evidence for industrial goods businesses”, Journal of Marketing Research, Vol. 39 No. 1, pp. 120-8. Sarasvathy, S. (2001), “Causation and effectuation: toward a theoretical shift from economic inevitability to entrepreneurial contingency”, Academy of Management Review, Vol. 26 No. 2, pp. 243-63. Schmidt, J.B. and Calantone, R.J. (1998), “Are really new product development projects harder to shut down?”, The Journal of Product Innovation, Vol. 15 No. 2, pp. 111-23. Scott, M. and Rosa, P. (1996), “Opinion: has firm level analysis reached its limits? Time for a rethink”, International Small Business Journal, Vol. 14 No. 4, pp. 81-9.
Stokes, D. (2000), “Putting entrepreneurship into marketing”, Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 1, pp. 1-16. Urban, G.L., Weinberg, B.D. and Hauser, J.R. (1996), “Pre-market forecasting of really new products”, Journal of Marketing, Vol. 60 No. 1, pp. 47-60. Varadarajan, R. (2009), “Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises”, Journal of the Academy of Marketing Science, Vol. 38 No. 2, pp. 119-40. Vargo, S. and Lusch, R. (2004), “Evolving to a new dominant logic for marketing”, Journal of Marketing, Vol. 68, pp. 1-17. Corresponding author Sussie C. Morrish can be contacted at: sussie.morrish@canterbury.ac.nz
Entrepreneurial marketing
To purchase reprints of this article please e-mail: reprints@emeraldinsight.com Or visit our web site for further details: www.emeraldinsight.com/reprints
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Marketing Estate Management and Valuation Services in the 21st Century: Challenges and Prospects Essay
  • Essay about 21st Market Myopia
  • Management Challenges in the 21st Century Research Paper
  • 21st century management Essay
  • Characteristics of 21st Century Hr Essay
  • Benefits of Viral Marketing to Companies in the 21st Century Essay
  • Chapter01: Defining Marketing for the 21st Century Essay
  • Management Challenges for the St 21 Century Essay

Become a StudyMode Member

Sign Up - It's Free