Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/221794

Title

Integrating entrepreneurial marketing perspectives: a practice based approach

Author(s)

Maritz, Alex

Abstract

This paper proposes a conceptual entrepreneurial marketing model, integrating academic and practice theory. Based upon abstract, generalized and explicit theoretical concepts, this paper is the first to integrate an implicit, intuitive and tacit resource of practice within a single conceptual model. Theoretical underpinnings are developed from a newly conceptualized definition of entrepreneurial marketing, perspectives on the emerging nature of entrepreneurial marketing, and models of application of entrepreneurial marketing. Practice based underpinnings are based upon the proactive, innovative and risk-taking entrepreneurship marketing initiatives identified from a respected community of high growth entrepreneurs. An interpretive, ethnographic qualitative approach, consisting of in-depth interviews and focus groups was initiated to record the entrepreneurs' real-life experiences. The proposed model and equation facilitates entrepreneurs, corporate venturers and post graduate entrepreneur students toward establishing high growth ventures.

Publication type

Conference paper

Research centre

Swinburne University of Technology. Faculty of Business and Enterprise. Australian Graduate School of Entrepreneurship

Source

Proceedings of the Annual International Conference on Business Strategy and Organizational Behaviour (BizStrategy 2011) and Enterprise Marketing and Globalization (EMG 2011), Penang, Malaysia, 07-08 April 2011 / Raj S. Dhankar and Tanuja Agarwala (eds.)

Publication year

2011

FOR Code(s)

150304 Entrepreneurship

Keyword(s)

Academic and practice theory;  Entrepreneurial marketing;  Entrepreneurs

Publisher

Global Science & Technology Forum

ISBN

9789810884086, 9810884087

Publisher URL

http://dl.globalstf.org/

Copyright

Copyright © 2011 GSTF & EMG.

Peer reviewed