Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

AbstractThe purpose of this paper is to critically explore the construct of entrepreneurial marketing (EM). This term is used as an integrative conceptualization that reflects such alternative perspectives as guerrilla marketing, radical marketing, expeditionary marketing, disruptive marketing and others. Seven core dimensions of EM are identified, and an underlying theoretical foundation based on resource advantage theory is proposed. A conceptual model is introduced of key factors surrounding the phenomenon of entrepreneurial marketing. Conclusions and implications are drawn for theory and practice, and priorities are proposed for continuing research.Key Words: customer intensityentrepreneurshipentrepreneurial orientationinnovationmarket orientationopportunityresource leveragingresource advantagerisk-taking This article is part of the following collections: Celebrating the Impactful Articles from Journal of Marketing Theory and Practice Additional informationNotes on contributorsMichael H. MorrisMichael H. Morris (Ph.D. Virginia Technical Institute), holds the Writing Chair in Entrepreneurship at Syracuse University, and is the Director of the Program in Entrepreneurship and Emerging Enterprises. Dr. Morris has served as chair of the American Marketing Association’s Task Force on Marketing and Entrepreneurship and is currently the editor of the Journal of Developmental Entrepreneurship. He has received Edwin M. and Gloria W. Appel Prize for for contributions to the field of entrepreneurship, has been inducted as a “21st Centur Entrepreneurship Research Fellow”. He is a former Fulbright Scholar (South Africa, 1993).Minet SchindehutteMinet Schindehutte (Ph.D., University of Pretoria) is assistant professor of Entrepreneurship at Miami University in Ohio. She holds a Post-graduate Diploma in Marketing from the University of South Africa. Dr. Schindehutte has been extensively involved with curriculum development efforts for the nationally recognized Entrepreneurship Program at Miami. Her current research interests include innovation strategies in entrepreneurial firms, the unique challenges of women and ethnic entrepreneurs, and the roles of ethics and values in entrepreneurial companies.Raymond W. LaForgeRaymond W. LaForge (DBA, University of Tennessee) is the Brown-Forman Professor of Marketing at the Univesity of Louisville. The founder and executive editor of the Marketing Education Review, he has championed a number of innovations both in university and professional sales management and sales force training. Dr. LaForge has published extensively in the areas of sales management and professional selling, and is the author of leading textbooks in marketing, sales management, and personal selling.