Essay On Entrepreneurial Marketing

1048 Words3 Pages

Until recently, marketing and entrepreneurship existed as two independent, scholarly distinct disciplines. Marketing has focused on understanding the practices and processes within large corporations. However, with a growing interest in the SME sector, the marketing aspects of SMEs and entrepreneurship have also increased in importance.
This research is focused to examine the factors that will influence the performance of small and medium enterprises.
Keywords:
Entrepreneurial Marketing (EM),
Marketing Entrepreneurship Interface (MEI),
Small and Medium Enterprises (SMEs).
Introduction:
Until recently, marketing and entrepreneurship existed as two distinct disciplines. “The term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions”. (Becherer et al, 2006)
In general, marketing has focused on understanding the practices and processes within large corporations. However, with a growing interest in the SME sector, the marketing aspects of SMEs and entrepreneurship have also increased in importance.
We arrive at a definition of Entrepreneurial Marketing as the organizational function of marketing by taking into account innovativeness, risk taking, proactiveness and the pursuit of opportunities. This definition must not be restricted to young and small ventures. (Kraus et al, 2009).
This research is focused to explain the relationship between entrepreneurial marketing and the organizational performance using multiple performance indicators: innovativeness, risk taking, value creation and the pursuit of opportunities. These indicators are four out of seven core dimensions of entrepreneurial marketing which was d...

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...pany, and the second one defines entrepreneurial marketing as marketing with an entrepreneurial spirit (marketing by entrepreneurs) by highlighting the qualitative aspect of entrepreneurial marketing, Then it is argued that both attempts of defining entrepreneurial marketing might be two sides of the same coin, as the qualitative characteristics (smallness and newness) seems to be a context which favors marketing activities which are driven by an entrepreneurial, i.e. innovative, risk oriented and proactive spirit
According to Bjerke and Hultman (2002), entrepreneurial marketing is the marketing of small firms growing through entrepreneurship. As SMEs face some limitations such as having few major customers, limited resource in business and marketing; the influence of the entrepreneur, the lack of formal organizational structures or formal systems of communication

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