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The role of marketing rational and natural business start-ups
Ekonomihögskolan, Linnéuniversitetet, Kalmar, Sweden.
Örebro University, Swedish Business School at Örebro University. (PrIME RESEARCH)
2013 (English)In: Entrepreneurial marketing: a global perspective / [ed] Zubin Sethna, Rosalind Jones, Paul Harrigan, Bingley, UK: Emerald Group Publishing Limited, 2013, p. 63-88Chapter in book (Refereed)
Abstract [en]

Our interest is entrepreneurship and marketing and their possible overlap and/or synergy. This chapter is about the role marketing plays in various business start-ups. It makes a distinction between rational and natural business start-ups. To understand this distinction, the chapter starts by outlining a recent development of the subject of entrepreneurship as we see it, that it is possible to talk about a narrow and a broad view of the field of entrepreneurship today. The chapter ends by discussing which role marketing can play in different business start-ups in general and in rational and natural business start-ups in particular.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2013. p. 63-88
Keywords [en]
Marketing, entrepreneurship, entrepreneurial marketing
National Category
Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-41498ISBN: 978-1-78190-786-3 (print)OAI: oai:DiVA.org:oru-41498DiVA, id: diva2:780548
Available from: 2015-01-14 Created: 2015-01-14 Last updated: 2018-05-22Bibliographically approved

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Hultman, Claes M.

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CiteExportLink to record
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  • apa
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