Managing entrepreneurial opportunism and marketing discipline in firm performance: empirical application Online publication date: Sat, 03-Jul-2010
by Michel Soto Chalhoub
International Journal of Entrepreneurial Venturing (IJEV), Vol. 2, No. 1, 2010
Abstract: Entrepreneurship and marketing discipline represent a combination between perceptive observation and deliberate planning. Entrepreneurial marketing requires fast, aggressive manoeuvres to capture opportunities, balanced with disciplined analysis, planning, and execution. We develop a theoretical framework that shows the relationship between entrepreneurial leadership and adaptability based on market research. We propose seven success factors for managers to monitor in entrepreneurial marketing: 1) first mover; 2) adaptability; 3) interpersonal interaction; 4) participative management; 5) process; 6) marketing tools; 7) technology. We test the framework using data collected from enterprises in the Middle East. The empirical analysis shows that first mover, adaptability, interpersonal interaction, process orientation and technology are positively related to performance. Participative management and marketing tools are found statistically insignificant. Although this data provides insight, it is bound to cultural factors. Therefore, we recommend that all seven dimensions be monitored as key success factors to combine entrepreneurial action with marketing discipline.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Entrepreneurial Venturing (IJEV):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com