IDEAS home Printed from https://ideas.repec.org/a/ids/ijeima/v11y2010i1p95-108.html
   My bibliography  Save this article

Entrepreneurship and marketing education: time for the road less travelled?

Author

Listed:
  • David Stokes
  • Nicholas C. Wilson

Abstract

Three dimensions are proposed as a conceptual framework for entrepreneurship education: context, behaviours and process. Entrepreneurship educators have focussed more on the behaviours of entrepreneurs and less on the process of entrepreneurship. In doing so, they have also tended to avoid challenging the context of other disciplines such as marketing. If however we examine important aspects of marketing through the behaviours of entrepreneurs, we find that they do not conform to the standard concepts of marketing as portrayed in widely used learning materials. The increasingly well travelled 'pragmatic' road, which encourages the development of enterprising behaviours and skills, is contrasted with the less travelled 'conceptual' road, where our understanding of the phenomenon of entrepreneurship in contexts such as marketing, is challenged and explained. We suggest that unlike the poet's 'traveler' – who cannot take both roads, entrepreneurship education can benefit most by reaching the fork in the road and taking it.

Suggested Citation

  • David Stokes & Nicholas C. Wilson, 2010. "Entrepreneurship and marketing education: time for the road less travelled?," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 95-108.
    • Handle: RePEc:ids:ijeima:v:11:y:2010:i:1:p:95-108
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=29770
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rosangela Feola & Roberto Parente & Valentina Cucino, 2021. "The Entrepreneurial University: How to Develop the Entrepreneurial Orientation of Academia," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 12(4), pages 1787-1808, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijeima:v:11:y:2010:i:1:p:95-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=7 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.