Marketing and Entrepreneurship: Research Ideas and Opportunities

By Gerald E. Hills | Go to book overview

Introduction

Market opportunities and marketing may be the two most important elements underpinning successful business creation, but scholarly attention to this interface has occurred only in recent years. This book attempts to define and conceptualize this interface, assess the status of the subject in the marketing discipline, and review relevant knowledge.

In the mid- 1980s it was observed that because the importance of new ventures was well documented, one might expect marketing scholars to commonly enter "stage of the business life cycle" and "firm size" variables into marketing studies ( Davis, Hills, and LaForge 1985). The evidence, however, suggested that marketing academicians had almost entirely neglected such investigations. A review of the Journal of Marketing from 1936 to the present failed to identify any titles directed wholly toward marketing and new ventures or firm size. Rarely did any of the articles even include these subjects as a secondary focus. A similar review of the Journal of Retailing since 1927 identified only four articles dealing with these subjects, the most recent published in 1952.

A review of the sources of entrepreneurship literature over more recent years identified four articles (two percent of the total number of articles) in which marketing was the major field of orientation. Articles "mentioning" marketing totaled seventeen ( Hisrich 1989).

In 1983, proceedings were published as the result of a research meeting on marketing and entrepreneurship, cosponsored by the American Marketing Association (AMA) and the International Council for Small Business ( Hills, Barnaby, and Duffus 1983). The primary value of this publication was the identification of important research issues, although it was clear at that time that few in the marketing discipline were interested. Four years later a second symposium was held, and this time it met with a new level of interest among

-1-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Marketing and Entrepreneurship: Research Ideas and Opportunities
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 332

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.