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Entrepreneurial marketing: a strategy for the twenty‐first century?

Sussie C. Morrish (College of Business and Economics, University of Canterbury, Christchurch, New Zealand)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 18 October 2011

Abstract

Purpose

The purpose of this paper is to present the author's view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times.

Design/methodology/approach

The author reflects on some significant marketing changes and provides some contemporary example of companies that have successfully adopted EM approaches and challenged traditional marketing wisdom.

Findings

EM is best conceived not as a nexus between marketing and entrepreneurship, but as an augmented process, where both the entrepreneur and the customer are the core actors, co‐creating value within the marketing environment.

Originality/value

While this is an opinion piece, the paper provides evidence of how EM can be adopted and applied by entrepreneurial firms and challenges marketers to create and control their own‐marketing environment.

Keywords

Citation

Morrish, S.C. (2011), "Entrepreneurial marketing: a strategy for the twenty‐first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 110-119. https://doi.org/10.1108/14715201111176390

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited