Location of Repository

Exploring the marketing - entrepreneurship interface: bringing an understanding of small business marketing into the curriculum

By John Day and Paul Lewis Reynolds

Abstract

The success of small firms worldwide is determined by entrepreneurship and marketing (Hills, 1995). 95% of firms worldwide are small (less than 250 employees) – and often smaller than that. Marketing and entrepreneurship are not the same but they are interconnected. Consider Apple, the fabled 1970’s ‘garage’ start-up by Wozniak and Jobs. Often great innovators but not always great entrepreneurs. That is until they revolutionised the music industry with iTunes, and in the future, may well revolutionise personal computing with the iPad. \ud \ud \ud This paper considers the authors’ experience over the last decade in teaching what can be called entrepreneurial marketing. Given our belief, which is surprisingly common, that entrepreneurship is to some extent learnable and thus teachable – it is both ‘nature and nurture’ … we share our experience of our module – Marketing of Small Business. Our research interests both feed into, and draw from, our teaching on this final year module

Topics: HE, LB2300, LB2361
Publisher: University of Huddersfield
Year: 2011
OAI identifier: oai:eprints.hud.ac.uk:9667

Suggested articles

Preview

Citations

  1. (1999). A strategic perspective of entrepreneurship. doi
  2. (2001). A synthesis of contemporary market orientation perspectives. doi
  3. (2010). An empirical investigation on the role of market orientation in church participation. doi
  4. and various editors (1987-2008). Research at the Marketing/Entrepreneurship Interface.
  5. (1971). Cited in: doi
  6. (1997). Cross-Cultural Reliability and Validity of a Scale to Measure Firm Entrepreneurial Orientation. doi
  7. (2008). Effectuation Elements of Entrepreneurial Expertise. doi
  8. (2007). Enterprise & Regulatory Reform doi
  9. (2002). Entrepreneurial Marketing: A Construct For Integrating Emerging Entrepreneurship And Marketing Perspectives. doi
  10. (2002). Entrepreneurial Marketing. doi
  11. (1994). Entrepreneurism As A Market Satisfying Mechanism In A Free Market System. In:
  12. (1993). From Marketing Mix to Relationship Marketing: Towards a paradigm shift in Marketing. doi
  13. (1995). In doi
  14. (1986). Innovation and Entrepreneurship. doi
  15. (1983). Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum. doi
  16. (2010). Interface research: a commentary on a commentary – ten years on. doi
  17. (2008). Is the Tendency to Engage in Entrepreneurship Genetic? doi
  18. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: the moderating role of environment and industry life cycle. doi
  19. (1990). Market orientation: the construct, research propositions, and managerial implications. doi
  20. (1995). Marketing and Entrepreneurship in SMEs: An Innovative Approach.
  21. (1995). Notes from a Small Island.
  22. (1999). Some Observations From Teaching A Module In
  23. (2008). The American Marketing Association Releases a Definition of Marketing, Press Release,
  24. (1992). The Changing Role of Marketing in the Corporation. doi
  25. (1993). The Development of a Research Paradigm for the Investigation of Entrepreneurship: Some Methodological Issues. In:
  26. (1990). The effect of a market orientation on business profitability. doi
  27. (1992). The Entrepreneur-An Economic Theory. doi
  28. (2002). The Need for a New Paradigm for Small Business Marketing? –What is Wrong with the Old One? doi
  29. (1934). The Theory of Economic Development. doi
  30. (2008). Volumes are available

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.