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Entrepreneurial selling in context

Linden Dalecki (Department of Management and Marketing, Kelce College of Business, Pittsburg State University, Pittsburg, Kansas, USA)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 5 December 2019

Issue publication date: 5 December 2019




The purpose of this study is to provide a general review of the existing academic and practitioner literatures, pertaining to entrepreneurial selling with a view to articulate major entrepreneurial selling practices, patterns and principles that lead to entrepreneurial success and to propose two four-quadrant matrices.


The paper explores commonalities and distinctions in the entrepreneurial selling concepts articulated by Deutsch and Wortmann and Onyemah and Rivera-Pesquera – and relevant writings by Blank as well as Sarasvathy – are explored and analyzed.


It was found that the early stage entrepreneurial selling activities of founders – as a means of gleaning prospective customer feedback for product prototyping – form the core of contemporary entrepreneurial selling conceptualizations. Two provisional four-quadrant entrepreneurial selling matrices are proposed corresponding to the literature reviewed.

Research limitations/implications

It is hoped that the two four-quadrant matrices might serve as a springboard for future researchers interested in exploring entrepreneurial selling. The notion of preliminary selling as a valuable form of marketing research is also worthy of future research.

Practical implications

Given the extent to which the perspectives of entrepreneurship practitioners, clinical professors and consultants are cited and explored, manifold aspects of entrepreneurial selling are put forth. The various approaches to preliminary selling that are explored are of especially high value to practitioners.


This is the first paper to fully explore the commonalities and distinctions across the entrepreneurial selling conceptualizations developed by Deutsch and Wortmann, as well as by Onyemah and Rivera-Pesquera, and the first to propose a conceptual framework focused specifically on entrepreneurial selling.



Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.


Dalecki, L. (2019), "Entrepreneurial selling in context", Journal of Research in Marketing and Entrepreneurship, Vol. 21 No. 2, pp. 103-125.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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