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An exploratory study conceptualizing marketing thought in medium sized entrepreneurial firms in France, Germany and Italy

An exploratory study conceptualizing marketing thought in medium sized entrepreneurial firms in France, Germany and Italy
An exploratory study conceptualizing marketing thought in medium sized entrepreneurial firms 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.

Entrepreneurial marketing, Entrepreneurial mindset, Entrepreneurship., Medium enterprises
1476-1297
192-211
Perks, Keith J.
e1143c86-e3d6-401e-b1d7-e973a2efc70c
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d
Perks, Keith J.
e1143c86-e3d6-401e-b1d7-e973a2efc70c
Shukla, Paurav
d3acd968-350b-40cf-890b-12c2e7aaa49d

Perks, Keith J. and Shukla, Paurav (2008) An exploratory study conceptualizing marketing thought in medium sized entrepreneurial firms in France, Germany and Italy. International Journal of Entrepreneurship and Small Business, 6 (2), 192-211. (doi:10.1504/IJESB.2008.018628).

Record type: Article

Abstract

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.

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More information

Published date: 1 June 2008
Keywords: Entrepreneurial marketing, Entrepreneurial mindset, Entrepreneurship., Medium enterprises

Identifiers

Local EPrints ID: 429344
URI: http://eprints.soton.ac.uk/id/eprint/429344
ISSN: 1476-1297
PURE UUID: d167d845-5b5f-4f98-804a-db167aa007f8
ORCID for Paurav Shukla: ORCID iD orcid.org/0000-0003-1957-8622

Catalogue record

Date deposited: 26 Mar 2019 17:30
Last modified: 10 Nov 2021 03:57

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Contributors

Author: Keith J. Perks
Author: Paurav Shukla ORCID iD

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