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Entrepreneurial marketing: a comparative study

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  • Rosalind Jones
  • Mari Suoranta
  • Jennifer Rowley

Abstract

This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value. Researchers acknowledge that firms adopting other strategic orientations combined with a market orientation are more likely to outperform their competitors. Currently, there are few comparative studies of knowledge-intensive technology firms and no comparative cross-country studies, which consider firm growth and orientation from the EM perspective. This paper addresses these issues by using an entrepreneurial marketing orientation qualitative framework that consists of 15 dimensions, which allow investigation of entrepreneur and employee activities, attitudes and behaviors in such firms. Using a UK and US sample of firms, this research enables assessment of how and why entrepreneurial marketing orientation may lead to sustainable growth for firms in challenging markets and provides a comparison in two different country contexts.

Suggested Citation

  • Rosalind Jones & Mari Suoranta & Jennifer Rowley, 2013. "Entrepreneurial marketing: a comparative study," The Service Industries Journal, Taylor & Francis Journals, vol. 33(7-8), pages 705-719, May.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:7-8:p:705-719
    DOI: 10.1080/02642069.2013.740470
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    Citations

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    Cited by:

    1. 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.
    2. Morrish, Sussie C. & Jones, Rosalind, 2020. "Post-disaster business recovery: An entrepreneurial marketing perspective," Journal of Business Research, Elsevier, vol. 113(C), pages 83-92.
    3. Uzairu Muhammad Gwadabe & Noor Aina Amirah, 2017. "Entrepreneurial Competencies: SMEs Performance Factor in the Challenging Nigerian Economy," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 3(4), pages 55-61, December.
    4. 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.
    5. Morgan, Todd & Anokhin, Sergey Alexander, 2020. "The joint impact of entrepreneurial orientation and market orientation in new product development: Studying firm and environmental contingencies," Journal of Business Research, Elsevier, vol. 113(C), pages 129-138.
    6. Ana Maria Simões Ribeiro & Rogério Tadeu de Oliveira Lacerda & Michel Becker, 2024. "Operationalizing Dynamic Capabilities and Market Orientation: Empirical Insights for Startups in Dynamic Environments," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(1), pages 1-75, February.

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