Title: The role of knowledge in entrepreneurial marketing

Authors: Roland Zs. Szabo, Lilla Hortovanyi, David F. Tarody, Adrienn Ferincz, Miklos Dobak

Addresses: Corvinus University of Budapest, Fovam ter 8, H-1093, Budapest, Hungary. ' Corvinus University of Budapest, Fovam ter 8, H-1093, Budapest, Hungary. ' Corvinus University of Budapest, Fovam ter 8, H-1093, Budapest, Hungary. ' Corvinus University of Budapest, Fovam ter 8, H-1093, Budapest, Hungary. ' Corvinus University of Budapest, Fovam ter 8, H-1093, Budapest, Hungary

Abstract: This paper aims to explain how the two sources of knowledge (know-how, know-who) influence the use of innovative marketing techniques and their impact on competitive advantage. The proposition is studied through case-study methodology. Entrepreneurial behaviour is generally associated with the ability to innovate, initiate change, and perpetuate the strengths of flexibility and responsiveness. Consequently, entrepreneurial marketing managers also search for creating new opportunities by coming up with new combinations of the marketing tools, allocating resources in another way, or just looking at the value creation process from a different point of view. While conventional marketers use the traditional market research to adapt to the environment, entrepreneurial marketers rather build on experience, immersion, and intuition for making their decisions.

Keywords: entrepreneurial marketing; guerrilla marketing; knowledge sources; know-who; know-how; competitive advantage; entrepreneurial behaviour; innovation; change initiation; flexibility; responsiveness; marketing managers; new opportunities; resource allocation; value creation; market research; experience; immersion; intuition; decision making; Hungary; dental firms; dentists; dentistry; entrepreneurial venturing; business ventures; entrepreneurs; entrepreneurship; entrepreneurialism.

DOI: 10.1504/IJEV.2011.039338

International Journal of Entrepreneurial Venturing, 2011 Vol.3 No.2, pp.149 - 167

Published online: 22 Oct 2014 *

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