Title: Entrepreneurial marketing strategy: lessons from the Red Queen

Authors: Minet Schindehutte, Michael Morris

Addresses: Department of Entrepreneurship and Emerging Enterprises, Whitman School of Management, Syracuse University, Syracuse, New York 13244, USA. ' Department of Entrepreneurship and Emerging Enterprises, Whitman School of Management, Syracuse University, Syracuse, New York 13244, USA

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.

Keywords: entrepreneurship; entrepreneurial marketing; marketing strategies; Red Queen effect; business models; innovation management.

DOI: 10.1504/IJEIM.2010.029769

International Journal of Entrepreneurship and Innovation Management, 2010 Vol.11 No.1, pp.75 - 94

Available online: 02 Dec 2009 *

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