The entrepreneurial marketing of Trumpet Records

Abstract

Purpose Definitions of entrepreneurial marketing (EM) abound. Unfortunately, a consensus definition and a unified description of the construct still eludes scholars in the field, as multiple frameworks of EM have been proposed without agreement on which is the most valid and what variables are critical to an EM framework. The purpose of this paper is to provide a more comprehensive definition and framework of EM. Design/methodology/approach Following a review of the extant literature pertaining to EM, as well as a brief review of the relevant literature regarding entrepreneurship in general, the authors identified a set of variables common and critical to this marketing approach. The authors then examined the historical case of Lillian McMurry, the founder of Trumpet Records, to provide a historical example of EM. Utilizing an abductive approach, the authors repeatedly analyzed the case alongside the salient literature. Findings Through a methodology of systematic combining, the authors were able to advance a more comprehensive framework and definition of EM. Research limitations/implications The primary limitation of most single case studies is the issue of generalizability. However, the authors accept the trade-off between limited generalizability and the conceptual understanding that this historical case provided. Originality/value The proposal of a comprehensive definition and process framework of the relatively nascent construct of EM, supported by a historical case example, provides a solid base upon which future research can investigate the nuances of the variables critical to this emerging marketing approach.

Viewing marketing through entrepreneurial mindset: a systematic review

“…These are the major emerging countries that have enterprises as the significant contributor to the GDP of the nation (Iyer and Shapiro, 1999) but still lack substantial research in the field of entrepreneurial marketing. The literature on EM is primarily focused in developed region (Kilenthong et al , 2016; Pane Haden et al , 2016; Kim and Kim, 2018), while there is a lack of research exploring emerging markets (Izvercian et al , 2016; Krisjanous and Carruthers, 2018).…”

Editorial

“…In recent years, much has been written (and published in JRME as well as others) about the rural and urban divide (Kannampuzha and Suoranta, 2016; Pane Haden et al , 2016; Bijaoui and Regev, 2015; Uslay and Erdogan, 2014; Capel, 2014; Sethna et al , 2013; Zampetakis and Kanelakis, 2010; McAuley and Clarke, 2009). However, the notion of rurality is further dissected by Professor William Richmond (Western Carolina University, USA), in our first paper, where Richmond et al contribute to the marketing and entrepreneurship literature by showing that there is a new and different digital divide for rural small businesses based not on access to the internet, but on its use for digital marketing.…”

Recent developments in entrepreneurial marketing: systematic literature review, thematic analysis and research agenda

“…In a collective position paper, a group of researchers emphasize that procedures for discovering and exploiting entrepreneurial opportunities in changing contexts are central to entrepreneurial marketing (Whalen et al , 2016). Various contributions cite the importance of value co-creation (Whalen and Akaka, 2016), social value creation (Özdemir, 2013) and relevant factors that affect the discovery and exploitation of opportunities (Pane Haden et al , 2016; Chalhoub, 2010). Hulbert et al (2013) examine the origins of entrepreneurial opportunities in growth-oriented firms and conclude that SMEs tend to focus on incremental improvements based on close market observations rather than radical opportunities.…”