The role of knowledge in entrepreneurial marketing

Abstract

This paper aims to explain how the two sources of knowledge (know-how, know-who) influence the use of innovative marketing techniques and their impact on competitive advantage. The proposition is studied through case-study methodology. Entrepreneurial behaviour is generally associated with the ability to innovate, initiate change, and perpetuate the strengths of flexibility and responsiveness. Consequently, entrepreneurial marketing managers also search for creating new opportunities by coming up with new combinations of the marketing tools, allocating resources in another way, or just looking at the value creation process from a different point of view. While conventional marketers use the traditional market research to adapt to the environment, entrepreneurial marketers rather build on experience, immersion, and intuition for making their decisions.

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