Marketing and Entrepreneurship: Research Ideas and Opportunities

By Gerald E. Hills | Go to book overview

task, a scarcity of professional managers, and a mixture of personal, non-maximizing financial goals. Just as a child is not a little adult, a new venture or smaller firm is not a little Fortune 100 firm. In firms where several of these conditions exist, one could expect that the marketing function would be both viewed differently and performed differently from marketing functions in mature firms. Although the basic definition of marketing remains intact, new venture marketing could join the ranks of other specialized areas; such as international marketing, industrial marketing, and services marketing. Finally, a study of the inherent definitional and conceptual similarities between marketing and entrepreneurship supported the hypothesis that more entrepreneurial firms should also be more marketing oriented ( Morris and Paul 1987). Perhaps marketing is the home for entrepreneurship.


REFERENCES

Cravens D. W., G. E. Hills, and R. B. Woodruff. Marketing Management. Homewood, IL: Richard D. Irwin, 1987.

Hills G. E. "Market Analysis and Marketing in New Ventures: Venture Capitalists' Perceptions." In Frontiers of Entrepreneurship Research, edited by K. Vesper, 167-82. Wellesley, MA: Babson College, 1984.

Hisrich R. D. "Marketing and Entrepreneurship Research Interface." In Research at the Marketing/Entrepreneurship Interface, edited by G. E. Hills , R. W. LaForge, and B. J. Parker, 3-17. Chicago: University of Illinois at Chicago, 1989.

Hunt K., J. C. Huefner, C. Voegele, and P. B. Robinson. "The Entrepreneurial Consumer." In Research at the Marketing/Entrepreneurship Interface, edited by G. E. Hills, R. W. LaForge, and B. J. Parker, 175-84. Chicago: University of Illinois at Chicago, 1989.

Kotler P. "A Generic Concept of Marketing." Journal of Marketing 36(2), ( 1972): 46-54.

Morris M. H., and G. W. Paul. "The Relationship Between Entrepreneurship and Marketing in Established Firms." Journal of Business Venturing 2 (3), (Summer 1987): 247-59.

Sheth J. N., D. M. Gardner, and D. E. Garrett. Marketing Theory: Evolution and Evaluation. New York: John Wiley & Sons, 1988.

Stevenson H., and J. C. Jarillo-Mossi. "Preserving Entrepreneurship as Companies Grow." Journal of Business Strategy 7 ( 1986): 10-23.

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