International Proactive Marketing

Abstract. Entrepreneurial Marketing (EM) is a theoretical construct at the nexus between marketing and entrepreneurship, with a relatively long existence – over thirty years - but insufficiently developed. Entrepreneurial thinking, which is nonlinear, creative and avoids predictions, contradicts the traditional marketing model. Thus a “divorce” appears between marketing theory - which emphasizes managerial marketing behavior- and marketing practice in entrepreneurial firms. The purpose of this paper is to conceptually define EM through integration of different perspectives of marketing, management and entrepreneurship. This conceptual paper used a critical review of the most representative articles from international marketing and entrepreneurship journals. This paper presents a brief history of EM evolution and an analysis of the most common definitions. It clarifies the differences between EM and small business marketing, based on the differences between entrepreneurs and small business owners. Keywords: effectual logic, Entrepreneurial Marketing (EM), entrepreneurial marketing competencies, MarketingEntrepreneurship Interface (MEI), network.

ENTREPRENEURIAL MARKETING: A NEW APPROACH FOR CHALLENGING TIMES

Daniela IONIŢĂ
Academy of Economic Studies, Bucharest 6 Romană Square, 1st district, Bucharest, Romania Email: [e-mail]

Management & Marketing Challenges for the Knowledge Society (2012) Vol. 7, No. 1, pp. 131-150

Management & Marketing

1. Introduction
Entrepreneurial Marketing (EM) is a concept that was developed at the interface between two sciences – marketing and entrepreneurship – almost thirty years ago. While Marketing-Entrepreneurship Interface (MEI) has attracted researchers not only from marketing and entrepreneurship, but also from economy, psychology and sociology, the evolution of this construct is still underdeveloped. There are a variety of definitions, specific principles in this area are missing, practical tools

References: Andersson, S. and Tell, J. (2009), “The relationship between the manager and growth in small firms”, Journal of Small Business and Enterprise Development, Vol. 16, No. 4, pp. 586-598 Armstrong, M. (2006), A Handbook of Human Resource Management Practice, Kogan Page, London Berthon, P., Ewing, M.T. and Napoli, J. (2008), “Brand Management in Small to MediumSized Enterprises” Journal of Small Business Management, Vol. 46, No. 1, pp. 27-45 Brinckmann, J. (2007), Competence of Top Management Teams and Success of New Technology-Based Firms, DeutscherUniversitats-Verlag, Berlin Carland, J.W., Hoy, F., Boulton, W.R. and Carland, J.A.C. (1984), “Differentiating Entrepreneurs from Small Business Owners: A Conceptualization”, The Academy of Management Review, Vol. 9, No. 2, pp. 354-359 Carson, D. (1999), “An Inaugural Commentary for the Journal of Research in Marketing and Entrepreneurship”, Journal of Research in Marketing & Entrepreneurship, Vol. 1, No. 1, pp. 1-4 Carson, D. and Gilmore, A. (2000), “SME marketing management competencies”, International Business Review, Vol. 9, pp. 363-382 Carson, D., Gilmore, A. and O’Donnell, A. (2001), “Organising Interface Research: The Individual and the Group”, Journal of Research in Marketing & Entrepreneurship, Vol. 3, No. 2, pp. 107-117 Collinson, E. and Shaw, E. (2001), “Entrepreneurial marketing - a historical perspective on development and practice”, Management Decision, Vol. 39, No. 9, pp. 761-766 Courtney, H. (2008), “A fresh look at strategy under uncertainty: An interview” available at: https://www.mckinseyquarterly.com/Strategy/Strategic_Thinking/fresh_look_at_strategy_u nder_uncertainty_2256 (accessed February 3rd, 2012) Dew, N., Read, S., Sarasvathy, S.D. and Wiltbank, R. (2009), “Effectual versus predictive logics in entrepreneurial decision-making: Differences between experts and novices”, Journal of Business Venturing, Vol. 24, No. 4, pp. 287-309 Foltean, F. (2007), “The Entrepreneurial Approach in Marketing”, Management & Marketing, Vol. 2, No. 1, pp. 71-78 Gaddefors, J. and Anderson, A.R. (2008), “Market creation: the epitome of entrepreneurial marketing practices”, Journal of Research in Marketing and Entrepreneurship, Vol. 10, No. 1, pp. 19-39 Gilmore, A. (2010), “Reflections on methodologies for research at the marketing/entrepreneurship interface”, Journal of Research in Marketing and Entrepreneurship, Vol. 12, No. 1, pp. 11-20 Gilmore, A., Carson, D. and Rocks, S. (2006), “Networking in SMEs: Evaluating its contribution to marketing activity”, International Business Review, Vol. 15, No. 3, pp. 278-293 148 Entrepreneurial marketing: a new approach for challenging times Gilmore, A. and Coviello, N. (1999), “Methodologies for Research at the Marketing/Entrepreneurship Interface”, Journal of Research in Marketing and Entrepreneurship, Vol. 1, No. 1, pp. 41-53 Hansen, D.I., Eggers, F. (2010), “The marketing/entrepreneurship interface: a report on the Charleston Summit”, Journal of Research in Marketing and Entrepreneurship, Vol. 12, No. 1, pp. 42-53 Hill, J. (2001), “A multidimensional study of the key determinants of effective SME marketing activity: Part 2”, International Journal of Entrepreneurial Behaviour, Research, Vol. 7, No. 6, pp. 211-235 Hills, G.E., Hultman, C.M. and Kraus, S. and Schulte, R. (2010), “History, theory and evidence of entrepreneurial marketing – an overview”, Int. J. Entrepreneurship and Innovation Management, Vol. 11, No. 1, pp. 3-18 Hills, G.E., Hultman, C.M., Miles, M.P. (2008), “The Evolution and Development of Entrepreneurial Marketing”, Journal of Small Business Management, Vol. 46, No. 1, pp. 99-112 Hultman, C.M. (1999), “Nordic Perspectives on Marketing and Research in the Marketing/Entrepreneurship Interface”, Journal of Research in Marketing and Entrepreneurship, Vol. 1, No. 1, pp. 54-71 Johnston, M., Gilmore, A., Carson, D. (2008), “Dealing with environmental uncertainty: The value of scanario planning for small to medium sized enterprises (SMEs)”, European Journal of Marketing, Vol. 42, No. 11/12, pp. 1170-1178 Jones, R. and Rowley, J. (2009), “Presentation of a generic 'EMICO ' framework for research exploration of entrepreneurial marketing in SMEs”, Journal of Research in Marketing and Entrepreneurship, Vol. 11, No. 1, pp. 5-21 Kasouf, C.J., Darroch, J., Hultman, C.M. and Miles, M.P. (2008), “Service dominant logic. Implications at the marketing/entrepreneurship interface”, Journal of Research in Marketing and Entrepreneurship, Vol. 10, No. 1, pp. 57-69 Kotler, P. (2003), Marketing Management, Pearson Education Inc, New Jersey Kraus, S., Harms, R. and Fink, M. (2010), “Entrepreneurial marketing: moving beyond marketing in new ventures”, Int. J. Entrepreneurship and Innovation Management, Vol. 11, No. 1, pp. 19-34 Lee, K.S., Lim, G.H. and Tan, S.J. (1999), “Dealing with Resource Disadvantage: Generic Strategies for SMEs”, Small Business Economics, Vol. 12, No. 4, pp. 299-311 Lodish, L.M., Morgan, H.L. and Kallianpur, A. (2001), Entrepreneurial Marketing. Lessons from Wharton’s Pioneering MBA Course, John Wiley & Sons, Inc., New York. Mador, M. (2000), “Strategic decision Making”, Journal of Research in Marketing & Entrepreneurship, Vol. 2, No. 3, pp 215-234 Martin, D.M. (2009), “The entrepreneurial marketing mix”, Qualitative Market Research: An International Journal, Vol. 12, No. 4, pp. 391-403 Martinez, M.A. and Aldrich, H.E. (2011), “Networking strategies for entrepreneurs: balancing cohesion and diversity”, International Journal of Entrepreneurial Behaviour & Research, Vol. 17, No. 1, pp. 7-38 Metcalfe, J.S. (2006), “Entrepreneurship: an evolutionary perspective”, in Casson, M., Yeung, B., Basu, A. and Wadeson (eds.) The Oxford Handbook of Entrepreneurship, pp. 59-90, Oxford University Press, Oxford 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. 14, No. 4, pp. 303-316 149 Management & Marketing Morris, M.H., Schindehutte, M. and LaForge, R.W. (2002), “Entrepreneurial marketing: a construct for integrating emerging entrepreneurship and marketing perspectives”, Journal of Marketing Theory and Practice, Vol. 10, No. 4, pp. 1-19 O’Donnell, A., Carson, D., Gilmore, A. (2002), “Competition and Co-operation between Small Firms and Their Competitors”, Journal of Research in Marketing and Entrepreneurship, Vol. 4, No. 1, pp. 7-15 Raju, P.S., Lonial, S.C. and Crum, M.D. (2011), “Market orientation in the context of SMEs: A conceptual framework”, Journal of Business Research, Vol. 64, No. 12, pp. 1320-1326 Rocks, S., Gilmore, A., Carson, D. (2005), “Developing strategic marketing through the use of marketing network”, Journal of Strategic Marketing, Vol. 13, No. 2, pp. 81-92 Runyan, R., Droge, C., Swinney, J. (2008), “Entrepreneurial Orientation versus Small Business Orientation: What are Their Relationships to Firm Performance?”, Journal of Small Business Management, Vol. 46, No. 4, pp. 567-588 Sarasvathy, S.D. (2003), “Entrepreneurship as a science of the artificial”, Journal of Economic Psychology, Vol. 24, No. 2, pp. 203-220 Schindehutte, M., Morris, M.H. (2010), “Entrepreneurial marketing strategy: lessons from the Red Queen”, Int. J. Entrepreneurship and Innovation Management, Vol. 11, No. 1, pp. 75-94 Schindehutte, M. and Morris, M.H. and Kocak, A. (2008), “Understanding Market-Driving Behavior: The Role of Entrepreneurship”, Journal of Small Business Management, Vol. 46, No. 1, pp. 4-26 Schulte, R. and Eggers, F. (2010), “Entrepreneurial marketing and the role of information – evidence from young service ventures”, Int. J. Entrepreneurship and Innovation Management, Vol. 11, No. 1, pp. 56-74 Shaw, E. (1999), “Networks and Their Relevance to the Entrepreneurial/Marketing Interface: A Review of the Evidence”, Journal of Research in Marketing & Entrepreneurship, Vol. 1, No. 1, pp. 24-40 Slotte-Kock, S. and Coviello, N. (2010), ”Entrepreneurship Research on Network Processes: A Review and Ways Forward”, Entrepreneurship: Theory and Practice, Vol. 34, No.1, pp. 31-57 Stasch, S.F. (2002), “Screening for Successful Low-Budget Marketing Strategies for New Ventures”, Journal of Research in Marketing & Entrepreneurship, Vol. 4, No. 3, pp. 229-267 Stokes, D. (2000a), “Entrepreneurial marketing: a conceptualisation from qualitative research”, Qualitative Market Research: An International Journal, Vol. 3, No. 1, pp. 47-54 Stokes, D. (2000b), “Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial Marketing”, Journal of Research in Marketing & Entrepreneurship, Vol. 2, No. 1, pp. 1-16 Stokes, D., Syed, S.A. and Lomax, W. (2002), “Word of Mouth Marketing Strategy: the case of an independent health club”, Journal of Research in Marketing & Entrepreneurship, Vol. 4, No. 2, pp. 119-133 Stokes, D. and Wilson, N.C. (2010), “Entrepreneurship and marketing education: time for the road less travelled?”, Int. J. Entrepreneurship and Innovation Management, Vol. 11, No. 1, pp. 95-108 Uslay, C. and Teach, R.D. (2008), “Marketing/entrepreneurship interface research priorities (2010-2012)”, Journal of Research in Marketing and Entrepreneurship, Vol. 10, No. 1, pp. 70-75 150