Entrepreneurial marketing: a comparative study |
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Authors: | Rosalind Jones Mari Suoranta Jennifer Rowley |
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Institution: | 1. Department of Business &2. Management , Glyndwr University , Wales , UK drrosalindjones@hotmail.co.uk;4. School of Business and Economics , University of Jyvaskyla , Jyvasklya , Finland;5. Department of Languages, Information and Communications , Manchester Metropolitan University , Manchester , UK |
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Abstract: | This paper uses a comparative study to explore entrepreneurial marketing orientation in small software technology firms, in relation to firm growth. Entrepreneurial Marketing (EM) acknowledges the interface between entrepreneurship, marketing and innovation and, pursuance of customer value. Researchers acknowledge that firms adopting other strategic orientations combined with a market orientation are more likely to outperform their competitors. Currently, there are few comparative studies of knowledge-intensive technology firms and no comparative cross-country studies, which consider firm growth and orientation from the EM perspective. This paper addresses these issues by using an entrepreneurial marketing orientation qualitative framework that consists of 15 dimensions, which allow investigation of entrepreneur and employee activities, attitudes and behaviors in such firms. Using a UK and US sample of firms, this research enables assessment of how and why entrepreneurial marketing orientation may lead to sustainable growth for firms in challenging markets and provides a comparison in two different country contexts. |
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Keywords: | SME technology knowledge-intensive firms entrepreneurial marketing orientation |
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