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The need for entrepreneurs to engage in guerrilla behavior is heavily emphasized by entrepreneurship educators and practitioners. Yet such behavior often has serious ethical implications. The purpose of this study is to establish an assessment framework that provides ethical guidance to entrepreneurs engaged in guerrilla behaviors. A theoretical foundation for assessing the ethics of guerrilla behavior is established. The entrepreneurial context and how it gives rise to the need for guerrilla actions are examined. The guerilla concept is explored and criteria are outlined for labeling a given action or approach as being guerrilla in nature. Different forms or types of guerrilla approaches are introduced. Five primary ethical dimensions to be considered in evaluating a given guerrilla approach are identified. Examples are provided of how these dimensions can be applied to assess the ethics of three different successful guerrilla campaigns. An integrated matrix is introduced for use in evaluating guerrilla campaigns that consider our ethical dimensions together with leading theoretical perspectives on ethical action. Based on how a given guerrilla approach is scored when using the assessment matrix, conclusions are drawn for its appropriateness. By using a mix of the deontological, utilitarian and virtue-based frameworks, it becomes possible to determine the relative ethics of any given guerrilla action once implemented, and actions can be taken to either modify or abandon the action. Further, the concepts developed in this paper can be useful in ensuring new guerrilla actions are more ethical when they are first conceptualized or designed. Four design elements can be systematically applied to decisions that unfold as the guerrilla action is being formulated: resources and providers, disclosure, stakeholder effects, and inferences/conclusions. A number of suggestions for ongoing research are provided based on the work presented here.

A small firm, like Key Pharmaceuticals, pioneers niche businesses by developing novel ways of delivering medicine to a patient's bloodstream—for example, nitroglycerine absorbed through adhesive pads on cardiac patients' chests. Key Pharmaceuticals is viewed as an ally by the large pharmaceutical firms as long as it stays out of their drug discovery businesses. • A small company refuses to abandon loyal customers when other firms stop producing products that face declining demand. For example, Beaunit makes cupramonium‐process rayon, which is needed by the small casket‐velvets market; enterprising electronic component distributors buy out inventories of obsolete vacuum tubes to supply a few good customers who don't want to retire their equipment before it wears out. Neither firm is challenged in its market niche because competitors don't consider the rewards worth the effort. • The “new company on the block” demonstrates its credibility by investing aggressively in a pioneering idea—as Archer‐Daniels‐Midland did with high fructose corn syrup in the maturing corn wet milling industry. The gamble succeeds because its larger rivals ignore its activities—perhaps because they don't consider the pioneer a threat; or because they believe that they can easily copy the pioneer's successes; or they're busy with more important battles in other markets.

The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image.

A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students.

The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image.

This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study.

This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on “brand image”. It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media.

Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.

The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message credibility.

The study obtains its exploratory purpose through quantitative method by asking Gen Y participants about their perceptions of 20 guerrilla advertisements in the questionnaires. Those advertisements and the advertising scales are selectively chosen from previous literature so that the results truthfully reflect the effects of guerrilla marketing under consumer perspective.

The results show that, creativity, as a combination of novelty and relevance, has the strongest direct and indirect effect on WOM intention. Similarly, surprise factor, the claimed root philosophy of guerrilla marketing, is confirmed when it also impacts directly and indirectly consumer behaviour. Message credibility plays a meaningful mediation role, and through this, message clarity manifests its indirect influence on WOM.

The study supports the belief that guerrilla marketing is suitable for any business because of its effectiveness and efficiency. More significantly, the awareness of Gen Y consumers of the advertisements, with or without knowing that these ads belong to guerrilla advertising, strengthens the expectation that guerrilla marketing in general and guerrilla advertising in particular are recommended choices when they reflect what common marketing and advertising should be.

“Guerrilla marketing” describes unconventional marketing strategies with which to achieve significant effects – with a fraction of the budget of “traditional” marketing campaigns. This article aims to give an introduction to “guerrilla marketing” principles and discuss suitability of this marketing approach for information services.

Whether guerrilla marketing strategies may be suitable for introducing information services and the necessary prerequisites for that are explored based on applying cross‐case analysis findings from industry examples to information services. This is based on a conceptual framework illustrating differentiating and positioning hypotheses for information services.

It is argued, that guerrilla marketing strategies may be applied for information services whenever a product‐like representation for such a service can be developed and a link to emotional values be established. Furthermore, for the product‐like representation there must be coherent target groups to be identified and relevant user scenarios be created for them.

This article provides a conceptual framework related to the question of how to increase acceptance and degree of utilization of information services in their relevant target groups. By discussing the possibilities of marketing strategies with limited resources, this article provides alternative ways of thinking and acting for information services mediators such as, for example, librarians. This is of particular relevance for this community, as information services mediators generally need marketing efforts to gain spread for their information services offer – but usually are faced with strictly limited marketing budgets.

This chapter examines the considerations weighed by armed actors in responding to civilian demands in three Colombian peace territories, where residents have engaged in civil resistance against armed violence and negotiated with armed actors to reduce such violence. It does so mainly on the basis of data from fieldwork, including interviews with former or current members of armed groups who operated in the areas under study, and other actors. We find that armed actors weighed political, security, economic and normative considerations when faced with civilian demands and that the armed actors’ relative dependence on civilians regarding these four aspects influenced these actors’ responses.

Colombia has one of the highest levels of inequality in landholding in the world. This inequality has persisted in spite of numerous state-led land reform efforts, which leads to the question: why has it been so difficult to reverse unequal land distribution in Colombia? To answer this question, the chapter examines the role of the state, non-state armed groups, land inequality, land reform efforts, and a history of violence to reveal the relationship between land, inequality and violence in Colombia. This chapter explores the nature of this relationship to understand Colombia’s enduring inequality and to inform theoretical approaches to statehood and power. Rather than reducing state capacity to common Weberian binary constructions of state and statelessness, I explore how state capacity takes on different forms in different regions of Colombia – analyzing how various actors shape land inequality and violence across the territory. Using a comprehensive longitudinal panel data set of displaced persons, I use a negative binomial regression model to demonstrate how land reform, land inequality, and a history of violence have directly affected current displacement of citizens. I argue that several constellations of powerful social actors have at various points converged to control land, through non-state armed groups, to exert a local form of logistical control outside the scope of the federal state, deeply affecting the dynamics violence across different territories. These groups have subsequently engaged in a land grabbing process that has resulted in a reverse form of land reform – leading to persisting inequality in Colombia.

This chapter aims to contribute to the study of social protests around the world and particularly in Latin America during the 1960s and 1970s, with a focus on an Argentinean case. Throughout these years, Argentina like many other Latin American societies witnessed the growth and development of intense social and political struggles in concert with the armed insurgency. Did workers or other popular social sectors support guerrilla organizations in Argentina? What was the interconnection between working-class and armed insurgent struggle? This chapter examines these liaisons by studying the case of an industrial city that has been identified to be a paradigm of labor radicalization and political violence in Argentina—Villa Constitución. Through the reanalysis of documents and sources as well as interviews, we discuss established interpretations on armed and labor struggles that reveal a broader heterogeneity in the forms of social support to revolutionary violence. Solidarity among workers and armed militants appears in (1) the actions of militant workers at their workplaces, and (2) the armed actions organized by militants in support of worker’s fights.” These two groups reinforced each other's activism. But, by no means can we directly deduct from this that rank and file workers immediately identified their strikes with ideologically revolutionary objectives.

This study examines the cost-effectiveness of reintegrating ex-combatants from armed groups in Colombia. After an ethnographic exploration of the challenges of reintegration that ex-combatants face, I evaluate the cost-effectiveness of the reintegration program operated by the Agency for Reincorporation and Normalization (Agencia para la Reincorporación y la Normalización, ARN), the government agency that handles the reintegration of ex-combatants from all armed groups in Colombia. I analyze the agency's approaches (past, current, and proposed) toward reintegrating ex-combatants from various armed groups, comparing the financial costs against outcomes. The ARN has been successful at achieving two of its primary goals: minimizing recidivism and maximizing employment of ex-combatants. Only 10% of ARN program participants rejoin criminal groups and 93% find employment across both the formal and informal sectors (informal employment is widespread in Colombia and Latin America). The ARN has been unsuccessful at providing adequate security for ex-combatants. Approximately 6% of ex-combatants enrolled in the ARN program have been murdered since 2001: approximately 3,000 program participants have been assassinated. Next, I evaluate the cost-effectiveness of both the ARN's overall program and its outcome across different regions and demographics of the participant population. Finally, I suggest ways that other countries facing the challenge of reintegrating populations of ex-combatants can learn from the Colombian experience, as well as ways that Colombia can improve its own reintegration cost-effectiveness.