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Entrepreneurial marketing and university education
University of Illinois at Chicago.
Örebro University, Department of Business, Economics, Statistics and Informatics. (Dahméncentrum)
Georgia Southern University.
2007 (English)In: Handbook of research in entrepreneurship education: Vol. 1, A general perspective / [ed] Alain Fayolle, Cheltenham: Edward Elgar , 2007, 219-229 p.Chapter in book (Other academic)
Abstract [en]

Throughout the last century, the content of marketing courses has been focused on understanding the practices and processes within large corporations; however, interest in the marketing practices of small- and medium-sized firms (SMEs) and by entrepreneurs has been increasing both in the U.S. and globally. It is now recognized that 99.7 percent of all U.S. employers are classified as small and 90 percent of these businesses employ fewer than 20 people. SMEs contribute 50 percent of private sector income and 54 percent of the private sector jobs in the U.S. and most of the net new job growth (U.S. SBA, 2004). While employment opportunities have shifted away from traditional large corporations to SMEs, marketing education has not reflected this change. In this chapter we adopt Venkataraman’s (1997: 123) perspective that entrepreneurship is the nexus of entrepreneurial “opportunity and enterprising individuals.”  This definition of entrepreneurship is broad enough to include individual and organizational venturing, strategic renewal, and social entrepreneurship.  Entrepreneurial marketing is explicitly linking Venkataraman’s (1997) nexus of entrepreneurial opportunities and individuals with the value creating, need satisfying mechanisms of marketing.  While entrepreneurial marketing can be applied in any organizational context from a new venture to a large established corporation, we take the position in this chapter that high growth SMEs has unique resource constraints, marketing strategy – implementation issues which are the focus of the present study.

Place, publisher, year, edition, pages
Cheltenham: Edward Elgar , 2007. 219-229 p.
Keyword [en]
Entrepreneurship, Marketing, Education, Entrepreneurial Marketing
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-6179ISBN: 978-1-84542-106-9 (print)OAI: oai:DiVA.org:oru-6179DiVA: diva2:210225
Available from: 2009-03-31 Created: 2009-03-31 Last updated: 2011-02-17Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
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  • en-GB
  • en-US
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  • nn-NO
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