Corporate Star Wars — Can Entrepreneurs and the Marketing Department Co‐exist?

Abstract

Entrepreneurs have always existed but it is only recently that they have come to the forefront of business. A profound shift from a managerial to an entrepreneurial economy is occurring in the business world. In 30 years' time it is unlikely that the structures of large corporations as we now know them will still exist. The reasons behind the sudden predominance of entrepreneurs are examined and the ways in which the corporate marketing department can minimise the conflict between themselves and the entrepreneur (and even put it to good use) are discussed.

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