The Evolution and Development of Entrepreneurial Marketing
Journal of Small Business Management 2008 46(1), pp. 99–112
The Evolution and Development of
Entrepreneurial Marketing by Gerald E. Hills, Claes M. Hultman, and Morgan P. Miles
The purpose of this paper is to discuss the evolution of entrepreneurial marketing
(EM). First an historical perspective of the evolution of EM is offered and some central incidents are identified. Further, empirical indications of small and medium-sized firm marketing behavior are reported and analyzed. Some distinctive differences between EM and administrative focused marketing are identified. This paper provides future scholars with a summary of how EM has evolved into a potential new school of marketing thought and offers several issues that should stimulate future research in EM.
developed rapidly over the last 20 years.
Kuratko (2006, p. 483) points out
Introduction
Marketing and entrepreneurship are traditionally regarded as two separate academic disciplines. There are, however, many schools of thought within the marketing and managerial academic communities. The interface between business disciplines has been found to be a fruitful focus for research, especially when applied to the marketing behavior in small and medium-sized businesses
(SMEs). The field of entrepreneurship has
It was not too long ago that the field of entrepreneurship was considered little more than an applied trade as opposed to an academic area of study. There was no research to be accomplished because it was thought that those who could not attend college would simply “practice” the concept of new business start-up.
Gerald E. Hills is professor of Marketing and Coleman Chairholder of Entrepreneurship at the University of Illinois at Chicago.
Claes M. Hultman is professor of marketing and chair of the business faculty at Örebro
University in Sweden.
Morgan P. Miles (DBA Mississippi State) is professor of marketing at Georgia Southern
University.
Address correspondence
The Evolution and Development of
Entrepreneurial Marketing by Gerald E. Hills, Claes M. Hultman, and Morgan P. Miles
The purpose of this paper is to discuss the evolution of entrepreneurial marketing
(EM). First an historical perspective of the evolution of EM is offered and some central incidents are identified. Further, empirical indications of small and medium-sized firm marketing behavior are reported and analyzed. Some distinctive differences between EM and administrative focused marketing are identified. This paper provides future scholars with a summary of how EM has evolved into a potential new school of marketing thought and offers several issues that should stimulate future research in EM.
developed rapidly over the last 20 years.
Kuratko (2006, p. 483) points out
Introduction
Marketing and entrepreneurship are traditionally regarded as two separate academic disciplines. There are, however, many schools of thought within the marketing and managerial academic communities. The interface between business disciplines has been found to be a fruitful focus for research, especially when applied to the marketing behavior in small and medium-sized businesses
(SMEs). The field of entrepreneurship has
It was not too long ago that the field of entrepreneurship was considered little more than an applied trade as opposed to an academic area of study. There was no research to be accomplished because it was thought that those who could not attend college would simply “practice” the concept of new business start-up.
Gerald E. Hills is professor of Marketing and Coleman Chairholder of Entrepreneurship at the University of Illinois at Chicago.
Claes M. Hultman is professor of marketing and chair of the business faculty at Örebro
University in Sweden.
Morgan P. Miles (DBA Mississippi State) is professor of marketing at Georgia Southern
University.
Address correspondence
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