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Influence from entrepreneurship in marketing theory

Influence from entrepreneurship in marketing theory 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Influence from entrepreneurship in marketing theory

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715201111176408
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Research in Marketing and Entrepreneurship – Emerald Publishing

Published: Oct 18, 2011

Keywords: Entrepreneurship; Marketing; Marketing theory

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