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Defining The Scope Of Entrepreneurial Marketing: A Qualitative Approach

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  • JIMMY HILL

    (University of Ulster, United Kingdom)

  • LEN TIU WRIGHT

    (Keele University, United Kingdom)

Abstract

Since the mid 1980s a steady stream of research studies have examined the marketing/entrepreneurship interface in SMEs. Whilst much of this work has concentrated on specific research issues surrounding the implementation of marketing in entrepreneurial SMEs, a focus of much of this work has been to establish the balance between the marketing and entrepreneurial orientations in such firms. Using a syncretised qualitative methodology the research reported in this paper draws on a sample of entrepreneurial SMEs in the agri-food sector. The research concludes that the entrepreneurial orientation is the dominant one and is particularly manifest in the strong sales focus of the companies studied. This suggests that, in entrepreneurial SMEs, it is perhaps, as so many studies have attempted to do, inappropriate to focus on determining the predominance of either orientation. Future research should instead focus on the interrelationship between the two in what is emerging as a distinctive brand of marketing, that is, entrepreneurial marketing.

Suggested Citation

  • Jimmy Hill & Len Tiu Wright, 2000. "Defining The Scope Of Entrepreneurial Marketing: A Qualitative Approach," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 8(01), pages 23-46.
    • Handle: RePEc:wsi:jecxxx:v:08:y:2000:i:01:n:s0218495800000036
    DOI: 10.1142/S0218495800000036
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    Cited by:

    1. Bandara, KBTUK & Jayasundara, JMSB & Naradda Gamage, Sisira Kumara & Ekanayake, EMS & Rajapackshe, PSK & Abeyrathne, GAKNJ & Prasanna, RPIR, 2020. "Entrepreneurial Marketing & Performance of Small & Medium Enterprises in Developed and Developing Economies: A Conceptual Exploration," MPRA Paper 104341, University Library of Munich, Germany.
    2. Peter S. Whalen & Samuel S. Holloway, 2012. "Effectual marketing planning for new ventures," AMS Review, Springer;Academy of Marketing Science, vol. 2(1), pages 34-43, March.
    3. Thirarut Worapishet, 2022. "Creating Code Frame and Common Dimensions for Entrepreneurial Marketing Concept," Proceedings of Economics and Finance Conferences 12915570, International Institute of Social and Economic Sciences.
    4. Matthews, Russell S. & Chalmers, Dominic M. & Fraser, Simon S., 2018. "The intersection of entrepreneurship and selling: An interdisciplinary review, framework, and future research agenda," Journal of Business Venturing, Elsevier, vol. 33(6), pages 691-719.
    5. Andrea Buratti & Giancarlo Ferrero, 2017. "Empirical evidence of Entrepreneurial Marketing Orientation from Italian firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 151-173.
    6. Irene Lehto, 2015. "International entrepreneurial selling as construction of international opportunities," Journal of International Entrepreneurship, Springer, vol. 13(3), pages 277-302, September.
    7. Hoxtell, Annette & Manz, Jacqueline, 2019. "Professionalisierung des Marketingmanagements für Wostok: Eine Fallstudie zur Gründung und Markeneinführung in der Erfrischungsgetränkebranche," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 4(01/2019), pages 97-111.

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