Entrepreneurial marketing: moving beyond marketing in new ventures

Sascha Kraus · Rainer Harms · Matthias Fink

315 citations0/0 files storedInternational Journal of Entrepreneurship and Innovation Management

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Entrepreneurship Studies and Influences Marketing and Advertising Strategies Business Strategies and Innovation

Abstract

Abstract: This paper discusses an alternative conceptualization of Entrepreneurial Marketing that can be understood as “marketing with an entrepreneurial mindset”. By combining the definition of marketing of the American Marketing Association (AMA) and two conceptualizations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of Entrepreneurial Marketing as the the organizational function of marketing by taking into account innovativeness, risk taking, proactiveness and the pursuit of opportunities without regard for the resources currently controlled. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. We illustrate the concept of Entrepreneurial Marketing by

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References

1990The Effect of a Market Orientation on Business Profitability 1983The Correlates of Entrepreneurship in Three Types of Firms 1972Principles of Marketing 1990The Effect of a Market Orientation on Business Profitability 1994Characteristics of partnership success: Partnership attributes, communication behavior, and conflict resolution techniques 1984Measuring organizational performance in the absence of objective measures: The case of the privately‐held firm and conglomerate business unit 2007A Paradigm of Entrepreneurship: Entrepreneurial Management*2014New Venture Creation Entrepreneurship for the 21st Century

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