Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing

Whalen, PeterDepartment of Marketing, University of Denver, Denver CO, USA (författare)

Anatomy of competitive advantage : towards a contingency theory of entrepreneurial marketing

Entrepreneurial marketing (EM), born out of the practice of firms operating in conditions of uncertainty, is emerging as a powerful alternative to cope with the decreasing effectiveness associated with traditional marketing. In this article, the authors provide their collective position regarding the field of EM. A brief history and conceptual background of EM is presented and the contextual differences that have shaped its evolution are considered. Distinctions between traditional and EM are derived based on discussions of the concepts of size, speed, market, opportunity, risk, and uncertainty. The perspective of value co-creation in uncertainty is used to develop a contingency framework to serve as the foundation towards a general theory of EM. Operand and operant resources and environmental conditions are proposed to moderate the EM process from opportunity recognition to entrepreneurial organization, EM, and temporary competitive advantage. The theoretical facets are illustrated with seven propositions and directions for future research.

Uslay, CanDepartment of Marketing, Rutgers University, Piscataway NJ, USA (författare)
Pascal, Vincent J.Management Department, Eastern Washington University, Spokane WA, USA (författare)
Omura, GlennMichigan State University, East Lansing MI, USA (författare)
McAuley, AndrewSouthern Cross University, Lismore NSW, Australia (författare)
Kasouf, Chickery J.Worcester Polytechnic Institute, Worcester MA, USA (författare)
Jones, RosalindDepartment of Marketing, University of Birmingham Edgbaston, Birmingham, UK (författare)
Hultman, Claes M.,1947-Örebro universitet,Handelshögskolan vid Örebro Universitet(Swepub:oru)cshn (författare)
Hills, Gerald E.School of Entrepreneurship and Innovation, Bradley University, Peoria IL, USA (författare)
Hansen, David J.Department of Management and Marketing, College of Charleston, Charleston SC, USA (författare)
Gilmore, AudreyDepartment of Business and Enterprise, Ulster University, Coleraine, UK (författare)
Giglierano, JoeDepartment of Marketing and Decision Sciences, San Jose State University, San Jose CA, USA (författare)
Eggers, FabianDepartment of Marketing, Menlo College, Atherton CA, USA (författare)
Deacon, JonathanThe South Wales Business School, University of South Wales, Newport, UK (författare)
Department of Marketing, University of Denver, Denver CO, USADepartment of Marketing, Rutgers University, Piscataway NJ, USA (creator_code:org_t)

Ingår i:Journal of Strategic Marketing: Routledge24:1, s. 5-190965-254X1466-4488

Av författaren/redakt...: Whalen, Peter; Uslay, Can; Pascal, Vincent ...; Omura, Glenn; McAuley, Andrew; Kasouf, Chickery ...; visa fler...; Jones, Rosalind; Hultman, Claes M ...; Hills, Gerald E.; Hansen, David J.; Gilmore, Audrey; Giglierano, Joe; Eggers, Fabian; Deacon, Jonathan; visa färre...

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