The research on the interface between entrepreneurship and marketing has emerged as one of the major research constructs in the past decade. We employ a grounded theory and multiple case methodology approach exploring perceptions and practices of marketing among entrepreneurs in medium-sized firms in France, Germany and Italy in conventional and high-tech industries. We examine the ideas of entrepreneurs on various market orientation issues identified in the literature, namely, opportunistic behaviour, sales and marketing approach, visioning of the future, and customer orientation. We also explore the entrepreneur's conceptualisation of marketing and approaches to strategy and planning. The findings suggest that the approach of entrepreneur...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Purpose – The purpose of this research is to explore the conception of marketing held by entrepreneu...
The research on the interface between entrepreneurship and marketing has emerged as one of the major...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
Abstract: This paper considers how marketing can be made more appropriate in entrepreneurial context...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Purpose – The purpose of this research is to explore the conception of marketing held by entrepreneu...
The research on the interface between entrepreneurship and marketing has emerged as one of the major...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
Marketing literature has emphasized the factors hampering marketing planning and strategizing in sma...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
Abstract: This paper considers how marketing can be made more appropriate in entrepreneurial context...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
The adoption of the marketing approach in Small and Medium Enterprises (SMEs) is conditioned by thei...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Historically speaking, marketing and entrepreneurship have been separated into two different concept...
Purpose – The purpose of this research is to explore the conception of marketing held by entrepreneu...