Entrepreneurial marketing: a strategy for the twenty‐first century?

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.

Biographical research as a methodology for understanding entrepreneurial marketing

“…Instead, a state of balanced centricity between customer and product orientation may be preferable. An ability to revisualise the core and augmented product is also needed, changing its attributes as the entrepreneurial marketer creates new markets and new demand using effectuation logic (Morrish 2011). This revisualisation could also involve the customer in rethinking and redesigning core concepts.…”

“…Autobiographies written by entrepreneurial marketers can be used to promote their identity (Giddens 1991) and as a data source for biographical analysis (Reveley 2010). The subjectivity contained within autobiography is precisely the insight needed when assessing the impact of the entrepreneurial marketer in shaping business direction (Morrish 2011).…”

Mediating Role of Open Innovation Between the Relationship of Blue Ocean Strategy and Innovation Performance, a Study of Malaysian Industry

“…The Malaysian government itself has taken alot of interest in Blue Ocean strategy, and in process of its successful implementation in Malaysia [15]. In the past research, it was considered that precious and exceptional resources give competitive edge to organization but according to Blue Ocean strategy, organizations must see ahead of dwindling resources and vicious competition for profitability [16]. Create uncontested market space.…”

Using Entrepreneurial Marketing to Foster Reseller Adoption of Smart Micro-Grid Technology

“…Innovation is a marketing-oriented construct that creates an outward-looking focus for all that the company does, and it is central to entrepreneurship as the means by which entrepreneurs can exploit change and provide an opportunity to create businesses (Miles et al, 2015). Innovation orientation also refers to being driven by ideas and intuition as opposed to customer orientation, which is associated with being driven by an assessment of market needs (Morrish, 2011). Innovation orientation has two dimensions: i) knowledge infrastructure and ii) propensity to innovate (Jones et al, 2013).…”