Entrepreneurial marketing: A comparative study

Rosalind Jones, M. Suoranta, J. Rowley

    Research output: Contribution to journalArticlepeer-review

    26 Citations (Scopus)

    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.
    Original languageEnglish
    Pages (from-to)705-719
    Number of pages15
    JournalThe Service Industries Journal
    Volume33
    Issue number7-8
    DOIs
    Publication statusPublished - 1 May 2013

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