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Article
Publication date: 11 July 2016

Pitsamorn Kilenthong, Claes M. Hultman and Gerald E. Hills

The purpose of this paper is to empirically test whether a systematic relationship exists between firms’ level of entrepreneurial marketing (EM) behaviours and firms’…

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Abstract

Purpose

The purpose of this paper is to empirically test whether a systematic relationship exists between firms’ level of entrepreneurial marketing (EM) behaviours and firms’ characteristics, including firm age, firm size and firm’s founder.

Design/methodology/approach

This paper quantitatively investigates EM behaviours from data collected from 752 business owners through structured interviews. The data analysis applied was multi-group confirmatory factor analysis (multi-group CFA).

Findings

Results from the analysis show that not all of the firms’ characteristics determine firms’ level of EM practice. The level of EM behaviours has a systematic relationship with firms’ age but not with the founding status of the firms’ manager. The impact of firm size on the level of EM behaviours is evident only when the firms’ age is taken into account.

Research limitations/implications

This paper concludes that relationships between EM behaviours and firm characteristics are more complicated than anticipated. Firms’ characteristics alone may not be a good measure for identifying the level of a firm’s EM. EM cannot be conceptualized solely in relation to the activities of small firms, young firms or founder-operated firms.

Originality/value

This paper examines EM behaviours in a large survey and uses multi-group CFA to examine firms’ EM practice through latent variables, instead of observed variables. The findings should complement knowledge regarding the EM concept generated from existing literature.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 18 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 1 July 1999

Claes M. Hultman

In this article the important contributions in marketing made by Nordic researchers and its applicability to studies of the marketing/entrepreneurship interface will be discussed…

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Abstract

In this article the important contributions in marketing made by Nordic researchers and its applicability to studies of the marketing/entrepreneurship interface will be discussed. It is argued that much of the contemporary Nordic research in marketing, for example, networks, relationship marketing and recent phenomena such as strategic alliances and imaginary organisations, is important for the understanding of marketing behaviour in entrepreneurial.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 1 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 18 October 2011

Claes M. Hultman and Gerald E. Hills

The purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory.

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Abstract

Purpose

The purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory.

Design/methodology/approach

The authors present conceptual arguments for an increased attention to findings within entrepreneurship theory in the future research and education of marketing.

Findings

Present mainstream marketing theory can be criticized for emphasizing managerial marketing behavior. Entrepreneurial activities are an important part of today's business world and this should be reflected in how we teach and research marketing. The research interface between entrepreneurship and marketing can, therefore, create fruitful developments for marketing. Some examples are: opportunity recognition processes; how marketing decisions are made and implemented; and strategic marketing.

Originality/value

The paper reflects the authors' opinion and provides some arguments for an increased focus on entrepreneurial aspects in future marketing education and research.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 13 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 6 July 2012

Sascha Kraus, Matthias Filser, Fabian Eggers, Gerald E. Hills and Claes M. Hultman

Entrepreneurial marketing (EM) is at the brink of becoming an established discipline. To advance the field further and to better guide research efforts in different sub…

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Abstract

Purpose

Entrepreneurial marketing (EM) is at the brink of becoming an established discipline. To advance the field further and to better guide research efforts in different sub categories, the purpose of this paper is to examine the field's intellectual structure with the help of citation and co‐citation analysis.

Design/methodology/approach

This paper is based on a two‐stage research design. First a citation analysis is carried out through which thematic clusters are identified. In a second step a co‐citation analysis is conducted to determine the intellectual structure of EM research.

Findings

This study exposes the most influential authors and publications and emphasizes conjunctions among scholars and their findings. Results show three streams that are the foundation of EM research: theoretical foundations of management, entrepreneurship, and marketing; the research interface of marketing and entrepreneurship; SME and new venture marketing.

Research limitations/implications

The results of a bibliometric analysis are limited by the publications that have been selected as a starting point. However, through the selection criteria chosen to identify the database for analysis, the authors are confident that the results illustrate the intellectual structure of EM research in its entirety. The authors recommend that future research should be conducted in one of the three sub‐fields identified in this study.

Practical implications

By laying out different research streams within EM it is hoped that future research will be guided in different directions. “Fine‐tuning” of research efforts will benefit small, new, and entrepreneurial firms.

Originality/value

The analyses conducted in this paper draw a picture of the field that is based on a quantitative approach and therefore sets itself apart from other literature reviews that have a qualitative core.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 14 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 31 December 2008

Chickery J. Kasouf, Jenny Darroch, Claes M. Hultman and Morgan P. Miles

This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.

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Abstract

Purpose

This paper aims to explore the implications of service dominant logic (SDL) on the marketing/entrepreneurship interface.

Design/methodology/approach

This paper integrates research from co‐creation and service dominant logic with entrepreneurship to explore the value of SDL for entrepreneurial marketing organizations.

Findings

This paper offers insights on: the implications of SDL for entrepreneurship; the value of co‐creation in an entrepreneurial context; and an exploration of risk and co‐creation, mass customization, and scale production in an entrepreneurial marketing context.

Originality/value

This paper contributes to the work of both academics and executives attempting to better understand the concepts of SDL and co‐creation and how they might be leveraged to create advantage. In addition, a set of research implications is offered pertaining to co‐creation and SDL in an entrepreneurial marketing context.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 10 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 1 October 2002

Stanley F. Stasch

Based upon a study of between fifty to sixty case examples of new venture start‐ups, the author presents a screening procedure for entrepreneurs to use when evaluating whether a…

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Abstract

Based upon a study of between fifty to sixty case examples of new venture start‐ups, the author presents a screening procedure for entrepreneurs to use when evaluating whether a proposed low‐budget marketing strategy for a new venture shows promise of being successful. The procedure consists of four sets of screening conditions. A well‐designed marketing strategy should have a reasonably good chance of being successful if it (1) will tightly integrate the product/service and price offerings, the intended distribution method, and the intended promotion plan with the new venture’s designated target market, (2) will encounter no serious marketing strategy execution difficulties which cannot be resolved, (3) uses marketing concepts which can be executed with a small marketing budget, and (4) displays three characteristics believed to be strongly associated with marketing strategies that are successful over the long term.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 4 no. 3
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 12 July 2011

Gerald E. Hills and Claes Hultman

The purpose of this paper is to reflect upon 13 years of the Journal of Research in Marketing and Entrepreneurship and developments in the field over that period.

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Abstract

Purpose

The purpose of this paper is to reflect upon 13 years of the Journal of Research in Marketing and Entrepreneurship and developments in the field over that period.

Design/methodology/approach

The authors reflect upon the past and future of the marketing and entrepreneurship discipline.

Findings

There is an abundance of important research questions to fuel faculty and PhD student research for years to come.

Originality/value

This paper has value as a reflective piece which goes on to pose research questions of the future.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 13 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 27 April 2010

David J. Hansen and Fabian Eggers

A group of researchers met in Charleston, South Carolina, USA to discuss the past and future of the marketing/entrepreneurship interface. The purpose of this paper is to summarize…

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Abstract

Purpose

A group of researchers met in Charleston, South Carolina, USA to discuss the past and future of the marketing/entrepreneurship interface. The purpose of this paper is to summarize main discussions from the three‐day summit.

Design/methodology/approach

Roughly 16 hours of presentations and discussions were digitally recorded. The lead author reviewed the recordings making copious notes, which were organized into 17 themes for further analysis. Future research directions based on discussion around the most poignant themes are reported.

Findings

The paper presents nine categories of discussions around the interface including: the four research perspectives; “the future is in the past;” marketing; entrepreneurship; small business marketing; entrepreneurial marketing; practical significance; context of research; and modeling.

Research limitations/implications

Throughout the nine sections, this paper highlights considerations for future research. It suggests that scholars conducting research at the interface consider the theoretical perspective of their research to improve collective theory building and better positioning. It suggests that scholars also consider the firm and industry context of their empirical research. Finally, it suggests a number of research questions.

Practical implications

The paper suggests that during the research design phase, scholars make efforts to consider the practical significance that will result from their research. In particular, they should consider that research in start‐ups (all businesses start somewhere) and small businesses (the vast majority of all enterprises) can have widespread impacts.

Originality/value

This paper provides a unique approach to conceptually organizing marketing/entrepreneurship interface research and provides an abundant source of ideas for future research.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 12 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Article
Publication date: 1 March 2013

Lisa C. Thomas, Sandra Painbéni and Harry Barton

The aim of this paper is to develop an understanding of the value and application of entrepreneurial marketing within the French wine industry.

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Abstract

Purpose

The aim of this paper is to develop an understanding of the value and application of entrepreneurial marketing within the French wine industry.

Design/methodology/approach

Following an initial review of the literature describing the nature of entrepreneurial marketing and its potential application within the wine industry, a case study is presented of a small independent winery of the Côtes du Rhône in order to explore the theory and practice of entrepreneurial marketing in this commercially important French wine growing region.

Findings

The marketing approach adopted by the case company is found to contrast with the traditional adversarial approach to competition prevalent throughout the French wine industry. The case study illustrates how entrepreneurial marketing has allowed the leverage of superior knowledge of customer preferences, market intelligence and product knowledge in the process of delivering superior value to the customer through brand differentiation at firm level. Additionally, engaging in cooperative relationship development at regional and international level appears significant in creating opportunities for knowledge acquisition and innovation.

Originality/value

The research provides interesting insights into the potential value of the adoption of entrepreneurial marketing by small wineries in France.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 19 no. 2
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 20 October 2020

Aly Owida, P.J. Byrne, Cathal Heavey and Khaled S. El-Kilany

The purpose of this paper aims to evaluate field repair within product-service system (PSS) models operated by multinational manufacturers in the Egyptian emerging market to…

Abstract

Purpose

The purpose of this paper aims to evaluate field repair within product-service system (PSS) models operated by multinational manufacturers in the Egyptian emerging market to better understand the unique characteristics of this evolving market and to identify differences compared to established markets.

Design/methodology/approach

Case research was conducted on multinational manufacturers providing field repair services in Egypt. The sample is made up of 12 companies across different industries using convenience and purposive sampling. Data were collected using structured interviews.

Findings

There is no common model for field repair PSSs provision in the Egyptian emerging market even within the same industry, which is influenced by several factors. One of these factors is the market type being emerging or established. However, some commonalities have been found between some industries such as computer, telecommunications and document processing. Yet, there is no structural difference in the supply networks used to provide field repair service offerings in the Egyptian emerging market compared to established markets with the trend of outsourcing evident as a main attribute of a PSS in emerging markets. The main differences between established and emerging markets are related to country, culture and customer factors, which are market-based. Among the main challenges and risks that internationalized manufacturers face in Egypt, is the low level of customer awareness.

Research limitations/implications

Findings are limited to the studied cases and industries; yet, internationalized firms must deal with some unique challenges and difficulties in emerging markets.

Practical implications

This paper assesses PSS requirements and provides deeper insights for companies looking to provide or expand manufacturing-based offerings into the Egyptian emerging market.

Originality/value

This paper contributes to the evolving research on PSSs, particularly in emerging markets through identifying and describing different field repair PSS models in the Egyptian emerging market.

Details

International Journal of Emerging Markets, vol. 17 no. 2
Type: Research Article
ISSN: 1746-8809

Keywords

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