A dynamic market conceptualization for entrepreneurial marketing: the co-creation of opportunities |
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| Authors: | Peter S Whalen Melissa A Akaka |
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| Institution: | 1. Department of Marketing, Daniels College of Business, University of Denver, 2101 S. University Blvd., Denver, CO 80208, USApeter.whalen@du.edu;3. Department of Marketing, Daniels College of Business, University of Denver, 2101 S. University Blvd., Denver, CO 80208, USA |
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| Abstract: | The entrepreneurial marketing domain should consider opportunity co-creation as a foundational construct for advancing the discipline. This paper integrates emerging views in entrepreneurship with an evolving, service-dominant logic of marketing to develop a market conceptualization for exploring uncertainty in dynamic social and economic environments. With this market conceptualization, opportunities are continually co-created through the development and communication of value propositions, the derivation and determination of value, and the (re)formation of markets. Emerging research around the process of opportunity co-creation is used to create an initial definition and theoretical considerations. |
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| Keywords: | entrepreneurial marketing service-dominant logic opportunity co-creation |
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