Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

Morris, Michael H.; Schindehutte, Minet; LaForge, Raymond W.

doi:10.1080/10696679.2002.11501922

Cited by 557 publications

(1,062 citation statements)

References 63 publications

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“…A relação entre a orientação em marketing e a orientação empreendedora tem atraído o interesse dos pesquisadores e, apesar dos estudos sobre a interface entre empreendedorismo e marketing estarem em seus estágios iniciais, existe crescente respaldo à visão de que os empreendedores possuem competências em marketing (HILLS e LA FORGE, 1992;KNIGHT, 2000;MORRIS et al, 2002;NOBLE et al, 2002).…”

Section: Introductionunclassified

Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

Mello¹,

Júnior²,

Neto³

et al. 2006

Organ. Soc.

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RESUMOrelação entre orientação empreendedora, competências diferenciadas de marketing e desempenho organizacional é aqui analisada tendo como objeto as empresas que atuam no setor de base tecnológica da Região Metropolitana do Recife (RMR), cená-rio reconhecido pela geração de empreendimentos de serviços com tecnologias avançadas. Foi realizado um levantamento exploratório dentre 59 empresas, classificadas por porte e maturidade. Uma forte orientação empreendedora e a maturidade dessas empresas estão positivamente associadas a índices superiores de inovação, proatividade e assunção de risco, além de implicarem em elevados níveis de competência em marketing. Esses fatores revelam-se produtores de incremento de desempenho organizacional. Recomenda-se o desenvolvimento de programas de incentivo e de capacitação que auxiliem a potencializar, de forma diferenciada, as expertises peculiares à vocação e aos interesses estratégicos dos dirigentes, e a aperfeiçoar a maturidade empreendedora vigente em empresas que atuam em setores de alta tecnologia. ABSTRACThe relationship between entrepreneurial orientation, distinctive marketing competences and organizational performance is here analyzed through technology based companies which act in Metropolitan Region of Recife (RMR). This context is recognized as a new technology services venture creation scenario. An exploratory survey was undertaken amongst 59 companies, classified by size and maturity. A strong entrepreneurial orientation and business maturity are positively associated with superior innovation, proactivity and risk-taking scores. Besides, high levels of marketing competences where also identified. These factors are organizational performance enhancers. The development of human capacities and incentive programs that support peculiar vocational expertise related to executive's strategic interests, as well as the betterment of entrepreneurial maturity on such companies is recommended.

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Section: Introductionunclassified

Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

Mello¹,

Júnior²,

Neto³

et al. 2006

Organ. Soc.

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“…Hallback, Gabrielsson (2013) add that business marketing must have added value, so must be primarily innovative and have an interfunctional coordination because the market conditions change very fast. Morris et al (2002) adds that the proactive identification and using of opportunities to get costumers due to innovative approaches towards the risk management are the sources of value creation. Mort et al (2012) The participation in international trade fairs, personal contacts with representatives of distribution channels and sales control proved to be the most successful during the initial phase of internationalization.…”

Section: Marketing Strategiesmentioning

confidence: 99%

Marketing Strategies of “Born Globals” Companies when Entering the Foreign Market

Reková¹

2018

Trends Economics and Management

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Purpose of the article: The aim is to verify the level of awareness of "born globals" companies among students of an economically oriented university, so among potential future businessmen, and to identify what type of marketing strategy they would choose providing they had only 3 years since establishing their business before they would enter the foreign market. The comparison of students' answers with well-tried theories from all over the world is the result of empirical research. These theories are analyzed in a table and show marketing strategies of "born globals" companies across continents, different fields of study, size of enterprises and turnover. Methodology: There were used methods of data analysis. Secondary data were aimed on structured data collection including the literature overview and analysis of studies across continents that were published as "born globals marketing strategy". The questionnaire survey, was used for primary data collection in this article. Following evaluation was done by descriptive statistics, statistic induction and the conclusion was set by relative frequency. Scientific aim: The scientific aim was to verify the level of students' awareness of "born globals" companies and to learn about the choice of marketing strategies when entering the foreign market of "born globals" companies. This choice of marketing strategy was compared to well-tried studies theories from all over the world. The scientific aim was verified by 2 hypotheses and their alternative hypotheses. Findings: The empiric research statistically evaluates given hypotheses and verifies their validity. Conclusions: The conclusion of empirical research answers the question -is it possible to define the concept of marketing strategy of "born globals" companies? This piece of work should help to modern managers to understand current modern trends and to be able to adapt to new export strategies.

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“…Entrepreneurial marketing (Morris, Schindehutte, & LaForge, 2002) is an innovative marketing method that has been described as the interface of marketing and entrepreneurship (Carson & Gilmore, 2000;Gilmore, 2011;Jones, Suoranta, & Rowley, 2013a) or as a marketing method for small-and medium-sized companies 'This article is © Emerald Group Publishing and permission has been granted for this version to appear here (please insert the web address here). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.'…”

Section: Literature Reviewmentioning

confidence: 99%

Bricolage in the marketing efforts of a social enterprise

Kannampuzha

Suoranta

2016

JRME

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Structured AbstractPurpose -The article aims to understand how resource constraints are addressed in the development of a marketing strategy by a social enterprise.Methodology -The authors have used an in-depth case study of collaboration between a Finnish university and an Indian social enterprise as the methodology for our research in which the data were collected over a period of two years. The data involve semi-structured interviews, field notes and student reports.Findings -The authors propose bricolage as a method of marketing ingenuity in resource-constrained social enterprises. Network bricolage and entrepreneurship education bricolage were identified as two mechanisms adopted to address resource constraints in the early stage of the development of a social enterprise.Research limitations/ implications -Network bricolage is a type of bricolage in which an entrepreneur utilizes existing personal and professional networks as a resource at hand. Whereas networking and resource leveraging imply that the founders of an organization pursue resources from previously unknown people, network bricolage involves already known contacts of the entrepreneur. Further studies need to be conducted to test the applicability of network bricolage among a variety of small and medium-sized enterprises and start-ups. Bricolage could be explored in more detail as an alternative to resource leveraging to understand the marketing activities of social businesses in their initial stages.Practical implications -Another type of bricolage that the authors observed was entrepreneurship education bricolage. A combination of students, business mentors and university resources such as faculty members was utilized as an ingenuity mechanism to develop creative solutions for a shortage of marketing resources.Originality/value -The theoretical framework of entrepreneurial bricolage is applied in the context of the marketing of a social enterprise.

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Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

Cited by 557 publications

References 63 publications

Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

Orientação empreendedora e competências de marketing no desempenho organizacional: um estudo em empresas de base tecnológica

Marketing Strategies of “Born Globals” Companies when Entering the Foreign Market

Bricolage in the marketing efforts of a social enterprise

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