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Anatomy of competit...
Anatomy of competitive advantage : towards a contingency theory of entrepreneurial marketing
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- Whalen, Peter (författare)
- Department of Marketing, University of Denver, Denver CO, USA
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- Uslay, Can (författare)
- Department of Marketing, Rutgers University, Piscataway NJ, USA
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- Pascal, Vincent J. (författare)
- Management Department, Eastern Washington University, Spokane WA, USA
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- Omura, Glenn (författare)
- Michigan State University, East Lansing MI, USA
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- McAuley, Andrew (författare)
- Southern Cross University, Lismore NSW, Australia
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- Kasouf, Chickery J. (författare)
- Worcester Polytechnic Institute, Worcester MA, USA
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- Jones, Rosalind (författare)
- Department of Marketing, University of Birmingham Edgbaston, Birmingham, UK
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- Hultman, Claes M., 1947- (författare)
- Örebro universitet,Handelshögskolan vid Örebro Universitet
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- Hills, Gerald E. (författare)
- School of Entrepreneurship and Innovation, Bradley University, Peoria IL, USA
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- Hansen, David J. (författare)
- Department of Management and Marketing, College of Charleston, Charleston SC, USA
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- Gilmore, Audrey (författare)
- Department of Business and Enterprise, Ulster University, Coleraine, UK
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- Giglierano, Joe (författare)
- Department of Marketing and Decision Sciences, San Jose State University, San Jose CA, USA
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- Eggers, Fabian (författare)
- Department of Marketing, Menlo College, Atherton CA, USA
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- Deacon, Jonathan (författare)
- The South Wales Business School, University of South Wales, Newport, UK
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(creator_code:org_t)
- Routledge, 2016
- 2016
- Engelska.
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Ingår i: Journal of Strategic Marketing. - : Routledge. - 0965-254X .- 1466-4488. ; 24:1, s. 5-19
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- entrepreneurial marketing
- value co-creation
- opportunity recognition
- opportunity exploitation
- competitive advantage
- entrepreneurial orientation
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- ref (ämneskategori)
- art (ämneskategori)
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Till lärosätets databas
- Av författaren/redakt...
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Whalen, Peter
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Uslay, Can
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Pascal, Vincent ...
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Omura, Glenn
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McAuley, Andrew
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Kasouf, Chickery ...
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visa fler...
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Jones, Rosalind
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Hultman, Claes M ...
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Hills, Gerald E.
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Hansen, David J.
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Gilmore, Audrey
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Giglierano, Joe
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Eggers, Fabian
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Deacon, Jonathan
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visa färre...
- Om ämnet
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- SAMHÄLLSVETENSKAP
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SAMHÄLLSVETENSKA ...
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och Ekonomi och näri ...
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Journal of Strat ...
- Av lärosätet
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Örebro universitet