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Entrepreneurial marketing strategy: lessons from the Red Queen

Author

Listed:
  • Minet Schindehutte
  • Michael Morris

Abstract

The Red Queen effect is examined as a common scenario affecting contemporary marketers. Entrepreneurial marketing (EM) is posited as an organisational response to threatening, turbulent conditions. Work on EM is extended in this article to include entrepreneurial marketing strategy. Characteristics of such strategies are explored. It is argued that these strategies are inherently emergent, flexible and adaptable. The central role of innovation, particularly business model innovation, is highlighted. Six principles to guide the formulation of entrepreneurial marketing strategies are introduced.

Suggested Citation

  • Minet Schindehutte & Michael Morris, 2010. "Entrepreneurial marketing strategy: lessons from the Red Queen," International Journal of Entrepreneurship and Innovation Management, Inderscience Enterprises Ltd, vol. 11(1), pages 75-94.
    • Handle: RePEc:ids:ijeima:v:11:y:2010:i:1:p:75-94
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    Cited by:

    1. Theoneste MANISHIMWE & Lukman RAIMI, 2021. "Impact of Entrepreneurial Marketing on Organisational Performance of Small Business Enterprises in Yola, North-East of Nigeria," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 10-21, August.
    2. Mohammad Ismail & Fakhrul Anwar Zainol, 2018. "A Review on the Evolution and Definition of Entrepreneurial Marketing," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(5), pages 649-663, May.
    3. Amin, Hindu Jibril, 2021. "Effect of Entrepreneurial Marketing Dimensions on Small and Medium Enterprises Performance in Nasarawa State," OSF Preprints n483y, Center for Open Science.

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