An exploratory study conceptualising marketing thought in entrepreneurial medium-sized firms in high-tech and conventional industries in France, Germany and Italy

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 entrepreneurs to their strategic and marketing thinking is contingent on the context. The paper contributes to the ongoing debate of the role of entrepreneurship in developing our knowledge of marketing by providing empirical evidence of entrepreneurial thought on strategy and marketing, as well as emphasising the context-specific nature of entrepreneurial decision making.