Marketing and Entrepreneurship: Research Ideas and Opportunities

By Gerald E. Hills | Go to book overview

therefore, not fall into the trap of attempting to characterize this complex process by defining it on the basis of only one factor.

Second, we are still in the early stages of understanding the phenomenon. There is much we can learn from practitioners at this point. We should not take great confidence in our limited data base to the point where we turn inward in our thoughts as so many other academic disciplines have done ( Kuhn 1962).

Third, we may wish, for a time, to move away from studying the structural artifacts of entrepreneurship (example the exact characteristics of entrepreneurs) and move to building a greater understanding of the process involved. Particularly, we may wish to better understand what instills entrepreneurship, what fuels it, and what factors limit or force its demise. Furthermore, in this time of economic turbulence and changing opportunity sets, we may wish to better understand how to rekindle entrepreneurship for the sake of the many stagnant, bureaucratic processes that our socioeconomic system has fostered.

Finally, because entrepreneurship is a complex process that cuts across disciplines, we need to overcome some of the artificial barriers that restrain researchers. Particularly, we may wish to borrow not only theories but also research methods and perspectives that can provide insight across the organization.


NOTES
1.
What is increasingly clear is that quite often these innovations come about by the incremental efforts of a number of individuals often acting quite independently until one of them makes the "quantum leap," ignores existing market logic, and produces an economic discontinuity. Who does it is unpredictable and unique, making such an act difficult for economists to study or even to recognize how important it is, because each act is a unique and non-recurring phenomena.
2.
The complete quote is, "The strategic stimulus to economic development is innovation defined as the commercial or industrial application of something new--a new product, process, or method of production; a new form of commercial, business, or financial organization. Innovation involves (1) the commercial application of (2) any new idea" ( Schumpeter 1934, xix).
3.
That is, an independent discovery that employs the same process as did the original. Simon cites, as an example, young Gauss finding for himself the formula for the sum of the first N integers even though it was well known to trained mathematicians of the day.

-21-

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