Emerald Article: Entrepreneurial marketing: a strategy for the twenty-first century? Sussie C. Morrish
Article information:
To cite this document: Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 Permanent link to this document: http://dx.doi.org/10.1108/14715201111176390 Downloaded on: 17-12-2012 References: This document contains references to 35 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 1413 times since 2011. *
Users who downloaded this Article also downloaded: *
Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390 Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390 Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390
Access to this document was granted through an Emerald subscription provided by For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years ' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy
References: Barney, J.B. (1991), “Firm resources and sustained competitive advantage”, Journal of Management, Vol. 17, pp. 99-120. Carson, D. and Gilmore, A. (2000), “Marketing at the interface: not ‘what’ but ‘how’”, Journal of Marketing Theory and Practice, Vol. 8 No. 2, pp. 1-7. Chmielewski, D.C. and Sarno, D. (2009), “How MySpace fell off the pace”, Los Angeles Times, available at: http://articles.latimes.com/2009/jun/17/business/fi-ct-myspace17 (accessed 17 June 2011). Coviello, N. and Joseph, R. (2011), “An entrepreneurship lens on the SDL: insights from NPD”, unpublished PhD thesis, University of Auckland, Auckland. Covin, J.G. and Slevin, D.P. (1989), “Strategic management of small firms in hostile and benign environments”, Strategic Management Journal, Vol. 10 No. 15, pp. 75-87. Day, G. (1994), “The capabilities of market-driven organisations”, Journal of Marketing, Vol. 58 No. 4, pp. 37-52. de Wit, B. and Meyer, R. (2010), Strategy: Process, Content, Context – An International Perspective, 4th ed., Cengage, Andover. Deacon, J.H. (2002), “Contextual marketing – commonalities and personalities – fuzzy experiential excellence”, UIC Research Symposium: American Academy of Marketing, San Diego State University, San Diego, CA. Friar, J.H. and Balachandra, R. (1999), “Spotting the customer for emerging technologies”, Research Technology Management, Vol. 42 No. 4, pp. 37-43. Han, J.K., Kim, N. and Kim, H.B. (2001), “Entry barriers: a dull-, one-, or two-edged sword for incumbents? Unraveling the paradox from a contingency perspective”, Journal of Marketing, Vol. 65 No. 1, pp. 1-14. Jaworski, B. and Kohli, A.K. (1993), “Market orientation: antecedents and consequences”, Journal of Marketing, Vol. 57 No. 3, pp. 53-70. Jaworski, B., Kohli, A. and Sahay, A. (2000), “Market-driven versus driving markets”, Academy of Management Science Journal, Vol. 28 No. 1, pp. 45-54. Kim, W.C. and Mauborgne, R. (2004), “Blue ocean strategy”, Harvard Business Review, Vol. 82 No. 10, pp. 76-84. Entrepreneurial marketing 117 JRME 13,2 118 Lotti, M. and Lehmann, D. (2007), “AMA definition of marketing”, available at: www.marketingpower.com/Community/ARC/Pages/Additional/Definition/default.aspx (accessed 18 June 2011). Matsuno, K., Mentzer, J.T. and Ozsomer, A. (2002), “The effects of entrepreneurial proclivity and market orientation on business performance”, Journal of Marketing, Vol. 66 No. 3, pp. 18-32. Min, S., Kalwani, M.U. and Robinson, W.T. (2006), “Market pioneer and early follower survival risks: a contingency analysis of really new versus incrementally new product-markets”, Journal of Marketing, Vol. 70 No. 1, pp. 15-33. Morrish, S. (2008), “42Below: exploring vodka opportunities”, in Walker, O.C., Gountas, J., ´ ´ Mavondo, F., Mullins, J.W., Boyd, H.W. and Larreche, J.-C. (Eds), Marketing Strategy and Cases: A Decision-focused Approach, 1st ed., McGraw-Hill, Sydney, pp. 370-5. Morrish, S. (2009), “Portfolio entrepreneurs: an effectuation approach to multiple venture development”, Journal of Research in Marketing and Entrepreneurship, Vol. 11 No. 1, pp. 32-48. Morrish, S. and Deacon, J. (2011), “A tale of two spirits: entrepreneurial marketing at 42below vodka and Penderyn Whisky”, Journal of Small Business and Entrepreneurship, Vol. 24 No. 1, pp. 113-24. Morrish, S.C., Miles, M.P. and Deacon, J.H. (2010), “Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship”, Journal of Strategic Marketing, Vol. 18 No. 4, pp. 303-16S. O’Connor, G.C. and Veryzer, R.W. (2001), “The nature of market visioning for technology-based radical innovation”, The Journal of Product Innovation Management, Vol. 18, pp. 231-46. Olleros, F.-J. (1986), “Emerging industries and the burnout of pioneers”, Journal of Product Innovation Management, Vol. 3 No. 1, pp. 5-18. Porter, M.E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors, The Free Press, New York, NY. Porter, M.E. (1985), Competitive Advantage, The Free Press, New York, NY. Rahoi-Gilchrest, R.L. (2007), “The 42 below story”, International Journal of Communication, July-December, available at: http://findarticles.com/p/articles/mi_m1AIY/is_2_17/ai_ n25015856/ Ramaswami, S. and Srivastava, R. (2009), “Market-based capabilities and financial performance of firms: insights into marketing’s contribution to firm value”, Journal of the Academy of Management Science, Vol. 37, pp. 97-116. Read, S., Dew, N., Sarasvathy, S., Song, M. and Wiltbank, R. (2009), “Marketing under uncertainty: the logic of an effectual approach”, Journal of Marketing, Vol. 73, May, pp. 1-18. Robinson, W.T. and Min, S. (2002), “Is the first to market the first to fail? Empirical evidence for industrial goods businesses”, Journal of Marketing Research, Vol. 39 No. 1, pp. 120-8. Sarasvathy, S. (2001), “Causation and effectuation: toward a theoretical shift from economic inevitability to entrepreneurial contingency”, Academy of Management Review, Vol. 26 No. 2, pp. 243-63. Schmidt, J.B. and Calantone, R.J. (1998), “Are really new product development projects harder to shut down?”, The Journal of Product Innovation, Vol. 15 No. 2, pp. 111-23. Scott, M. and Rosa, P. (1996), “Opinion: has firm level analysis reached its limits? Time for a rethink”, International Small Business Journal, Vol. 14 No. 4, pp. 81-9. Stokes, D. (2000), “Putting entrepreneurship into marketing”, Journal of Research in Marketing and Entrepreneurship, Vol. 2 No. 1, pp. 1-16. Urban, G.L., Weinberg, B.D. and Hauser, J.R. (1996), “Pre-market forecasting of really new products”, Journal of Marketing, Vol. 60 No. 1, pp. 47-60. Varadarajan, R. (2009), “Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises”, Journal of the Academy of Marketing Science, Vol. 38 No. 2, pp. 119-40. Vargo, S. and Lusch, R. (2004), “Evolving to a new dominant logic for marketing”, Journal of Marketing, Vol. 68, pp. 1-17. Corresponding author Sussie C. Morrish can be contacted at: sussie.morrish@canterbury.ac.nz Entrepreneurial marketing 119 To purchase reprints of this article please e-mail: reprints@emeraldinsight.com Or visit our web site for further details: www.emeraldinsight.com/reprints