Advancing entrepreneurial marketing

Gillian Sullivan Mort · Jay Weerawardena · Peter W. Liesch

198 citations0/0 files storedEuropean Journal of Marketing

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Entrepreneurship Studies and Influences Marketing and Advertising Strategies Innovation and Knowledge Management

Abstract

Purpose The purpose of this paper is to advance the domain of entrepreneurial marketing (EM) responding to the challenge to EM scholars to more fully develop EM as a school of marketing thought. The paper seeks to argue that the context of the born global firm is an appropriate and novel context in which to undertake this research. Design/methodology/approach The need to examine the processes of EM justifies the use of case study method. In total, nine born global firms, located in the three most populous states in Australia: Queensland, New South Wales and Victoria, were selected for study. The firms were drawn from hi‐tech and low‐tech industry sectors, and included online businesses, in an attempt to capture maximum theoretical variation. Findings The analysis identifies the four key strategies of entrepreneurial marketing as comprising opportunity creation, customer intimacy‐based innovative products, resource enhancement and importantly, legitimacy. These core strategies of EM are identified by mapping to enhanced performance. Research limitations/implications Some may consider the born global context a limitation. Therefore, it is suggested that further empirical research could be undertaken on other cohorts of small to medium‐sized enterprises (SMEs), such as service SMEs, to provide increased insight into the strategies and practices in the domain of EM. Quantitative research to operationalize the EM construct and model theoretical relationships is also suggested. Originality/value This paper advances the domain of EM into a new phase by empirically identifying four core strategies of EM. It finds that EM contributes to the achievement of superior performance in small firms through purposeful strategy based an effectuation approach.

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References

1968The Discovery of Grounded Theory: Strategies for Qualitative Research.1968The Discovery of Grounded Theory; Strategies for Qualitative Research 2004Case Study Research 2000The Promise of Entrepreneurship as a Field of Research 2009Building theories from case study research 2001Causation and Effectuation: Toward a Theoretical Shift from Economic Inevitability to Entrepreneurial Contingency 1994Toward a Theory of International New ventures 2000The Promise of Enterpreneurship as a Field of Research

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2018Extending the international new venture phenomenon to digital platform providers: A longitudinal case study 2012International entrepreneurship: A critical analysis of studies in the past two decades and future directions for research 2014Decision mode, information and network attachment in the internationalization of SMEs: A configurational and contingency analysis 2015Response to Arend, Sarooghi, and Burkemper (2015): Cocreating Effectual Entrepreneurship Research 2017Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective

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