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Entrepreneurial marketing: moving beyond marketing in new ventures

Author

Listed:
  • Sascha Kraus
  • Rainer Harms
  • Matthias Fink

Abstract

This paper discusses an alternative conceptualisation of entrepreneurial marketing that can be understood as 'marketing with an entrepreneurial mindset'. By combining the definition of marketing of the American Marketing Association (AMA) and two conceptualisations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of entrepreneurial marketing as the organisational function of marketing by taking into account innovativeness, risk taking, pro-activeness and the pursuit of opportunities without regard for the resources currently controlled. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. We illustrate the concept of entrepreneurial marketing by highlighting guerrilla marketing, buzz marketing and viral marketing.

Suggested Citation

  • Sascha Kraus & Rainer Harms & Matthias Fink, 2010. "Entrepreneurial marketing: moving beyond marketing in new ventures," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 19-34.
    • Handle: RePEc:ids:ijeima:v:11:y:2010:i:1:p:19-34
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    Citations

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    Cited by:

    1. Mohammad Ismail & Fakhrul Anwar Zainol, 2018. "A Review on the Evolution and Definition of Entrepreneurial Marketing," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(5), pages 649-663, May.
    2. Julián Chaparro-Peláez & Ángel Hernández-García & Ángel-José Lorente-Páramo, 2022. "May I have your attention, please? An investigation on opening effectiveness in e-mail marketing," Review of Managerial Science, Springer, vol. 16(7), pages 2261-2284, October.
    3. Fazal Akbar & Abdul Razak Bin Omar & Fazli Wadood & Rosmaini Bin Tasmin, 2017. "The Effect of Marketing Strategies Construct on Firm Performance: Results from Pilot Survey," Traektoriâ Nauki = Path of Science, Altezoro, s.r.o. & Dialog, vol. 3(4(21)), pages 5.1-5.7, April.
    4. Mirkó Gáti & András Bauer, 2019. "Marketing Decision-Making in Hungarian SMEs," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 39-59.
    5. Sadick Alhaji Husseini, 2022. "Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 9-17, November.
    6. Eggers, Fabian & Niemand, Thomas & Kraus, Sascha & Breier, Matthias, 2020. "Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance," Journal of Business Research, Elsevier, vol. 113(C), pages 72-82.
    7. Alqahtani, Nasser & Uslay, Can, 2020. "Entrepreneurial marketing and firm performance: Synthesis and conceptual development," Journal of Business Research, Elsevier, vol. 113(C), pages 62-71.
    8. Nicolae Al. Pop & Silvia Fotea & Silvia Dusa & Alexandru Palade, 2016. "Entrepreneurial Approach on Relationship Marketing in Family Owned Business," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 122-135, July.
    9. Theoneste Manishimwe & Lukman Raimi & Chidnma Julius Azubuike, 2022. "Customer-centric influence of entrepreneurial marketing on business performance of hotels in Nigeria during the COVID-19 crisis," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 668-683, December.
    10. Buccieri, Dominic & Park, JiEun, 2022. "Entrepreneurial marketing and reconfiguration towards post-entry performance: Moderating effects of market dynamism and entry mode," Journal of Business Research, Elsevier, vol. 148(C), pages 89-100.
    11. Shi, Lei & Miles, Angela, 2020. "Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction," Journal of Business Research, Elsevier, vol. 113(C), pages 168-179.
    12. Hoxtell, Annette & Manz, Jacqueline, 2019. "Professionalisierung des Marketingmanagements für Wostok: Eine Fallstudie zur Gründung und Markeneinführung in der Erfrischungsgetränkebranche," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 4(01/2019), pages 97-111.
    13. Bahram Sattari & Javad Mehrabi, 2016. "Model of Marketing Innovative Strategies in International Entrepreneurship: A Global Business Environment," Asian Social Science, Canadian Center of Science and Education, vol. 12(10), pages 1-76, October.
    14. Muhammad Shahid Qureshi & Nergis Aziz & Sarfraz A. Mian, 2017. "How marketing capabilities shape entrepreneurial firm’s performance? Evidence from new technology based firms in turkey," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-15, December.

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