Title: History, theory and evidence of entrepreneurial marketing – an overview

Authors: Gerald E. Hills, Claes M. Hultman, Sascha Kraus, Reinhard Schulte

Addresses: University of Illinois at Chicago, Institute for Entrepreneurial Studies, 601 South Morgan, Suite 709, Chicago, IL 60607, USA. ' Swedish Business School, Orebro University, SE-701 82 Orebro, Sweden. ' University of Liechtenstein, Furst-Franz-Josef-Strasse, LI-9490 Vaduz, Liechtenstein. ' Leuphana University Lueneburg, Department of Entrepreneurship and Start-Up Management, Scharnhorststr, 1, UC 6.133, D-21335, Lueneburg, Germany

Abstract: Entrepreneurial marketing (EM), i.e. the interface of the two research fields of entrepreneurship and marketing, is a scholarly concept that is receiving increasing interest. In our article, we attempt to address definitional issues, theoretical foundations, historical milestones and new, preliminary empirical findings. More exactly, we propose our own definition of EM especially taking into consideration the entrepreneurial orientation behind this new marketing concept and the aim of creating customer value through such means as innovativeness, creativity, selling, networking or flexibility. Besides, we offer an overview of EM|s |modern history| within the last 20 years and show related empirical results from a study in the US.

Keywords: entrepreneurial marketing; entrepreneurship; innovation management; customer value; creativity; networking; sales techniques; USA; United States.

DOI: 10.1504/IJEIM.2010.029765

International Journal of Entrepreneurship and Innovation Management, 2010 Vol.11 No.1, pp.3 - 18

Available online: 02 Dec 2009 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article