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Entrepreneurial marketing strategy: lessons from the Red Queen
by Minet Schindehutte, Michael Morris
International Journal of Entrepreneurship and Innovation Management (IJEIM), Vol. 11, No. 1, 2010


Abstract: The Red Queen effect is examined as a common scenario affecting contemporary marketers. Entrepreneurial marketing (EM) is posited as an organisational response to threatening, turbulent conditions. Work on EM is extended in this article to include entrepreneurial marketing strategy. Characteristics of such strategies are explored. It is argued that these strategies are inherently emergent, flexible and adaptable. The central role of innovation, particularly business model innovation, is highlighted. Six principles to guide the formulation of entrepreneurial marketing strategies are introduced.


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