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- Title
Marketing Entrepreneurship: Linking Alertness to Entrepreneurial Opportunities with Strategic Orientations.
- Authors
Gray, Gordon T.; Wert-Gray, Stacia
- Abstract
Marketing and entrepreneurship have long been recognized as two key responsibilities for firms. Research efforts, however, have generally considered the two separately or examined integration only in specific contexts. This paper, building upon Austrian economics and marketing perspectives, presents marketing and entrepreneurship as synonymous and explores the means by which a firm's marketing function may fulfill its entrepreneurial role. Strategic orientations, it is suggested, serve to alert marketing entrepreneurs to opportunities by focusing attention on aspects of the firm's environment. Testable propositions linking alertness to opportunities, strategic orientations, and market maturity are presented. Both managerial and research implications are discussed.
- Subjects
BUSINESS enterprises; AUSTRIAN economic assistance; MANAGEMENT science; MARKETING Perspectives (Company); MARKETING; INDUSTRIAL management
- Publication
Journal of Marketing Development & Competitiveness, 2012, Vol 6, Issue 3, p105
- ISSN
2155-2843
- Publication type
Article