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Sascha Kraus, Michèle O’Dwyer & Audrey Gilmore: Entrepreneurial Marketing

Call for Paper

Abstracts (1-2 pages)

for the

Panel Session on

“Entrepreneurial Marketing”

Entrepreneurial Marketing, i.e. the interface of the two research fields entrepreneurship and
marketing, is a scholarly concept that continues to blossom. The quantity and quality of
related research and writing is increasing, and theoretical as well as empirical works are
expanding the frontiers of knowledge (Collinson & Shaw, 2001). Until recently, the two fields
had long been regarded as two entirely independent scholarly domains (Hills & Hultman,
2006). However, research at the interface of marketing and entrepreneurship seeks to bring
the two disciplines together, treating them as one (Carson et al., 1995), with some researchers
speaking of the emergence of a new paradigm (Collinson, 2002).

Several overlaps between these two disciplines could have been identified. Successful
entrepreneurs practice marketing, and the better marketers are entrepreneurial (Day et al.,
1998). Several entrepreneurial activities, e.g. the identification of new opportunities, the
application of innovative techniques, the commercialisation of products, or the successful
satisfaction of customer needs, are also fundamental aspects of marketing theory (Collinson &
Shaw, 2001).

Empirical evidence suggests that a significant relationship exists between an enterprise’s

marketing and entrepreneurial orientations, both of which directly impact organisational
success. A growing body of literature has focused on the role of marketing in SMEs, although
some scholars have also addressed the application of entrepreneurial concepts to the
marketing side of an enterprise – regardless of organisation size or age. In these cases,
attempts have been made to transfer entrepreneurial concepts to marketing concepts, such as
marketing strategy, product development, sales, or buyer behaviour. Many entrepreneurial
activities, such as the identification of new opportunities, the application of innovative
techniques, the commercialisation of products, and the satisfaction of customer needs in the
chosen target market are also elementary aspects of marketing theory. On the other hand,
many researchers have tried to apply marketing ideas to new enterprises. Without doubt,
marketing plays a crucial role not only in developing, producing, and selling products or
services, but also in guiding recruiting efforts and raising capital. However, it can be
concluded that successful entrepreneurs undertake marketing in unconventional ways.
Entrepreneurial firms in fact often exhibit marketing behaviour which is very different to

Drs. Sascha Kraus, Michèle O’Dwyer & Audrey Gilmore: Entrepreneurial Marketing

classic textbook approaches (Hills et al., 2009). Entrepreneurial marketing often relies on
interactive marketing methods often communicated through word-of-mouth rather than a
more traditional marketing mix; monitoring the marketplace through informal networks rather
than formalised market research, and generally adopting more entrepreneurial approaches to
marketing activities.

Nevertheless, research findings on the interrelation between marketing and entrepreneurship

are extremely fragmented so far, and there is no integrated analysis or comprehensive theory
yet (Kraus et al., 2009). This special issue therefore aims at contributing to the theory building
of entrepreneurial marketing.

The authors of the best papers of this panel session will receive the
opportunity to publish in special issue of the
Journal of Small Business and Entrepreneurship (JSBE)

We encourage researchers to present their ideas and concepts on the theoretical foundation
and the empirically induced design of entrepreneurial marketing. Innovative work that
challenges mainstream literature is welcome.

Possible topics might include, but are not limited to:

• Novel, innovative, risk-taking and proactive ways of marketing in new or established

enterprises (such as buzz marketing, guerrilla marketing, viral marketing, internet
marketing, public relations etc.)
• Similarities, differences and interfaces of marketing and entrepreneurship
• Marketing for start-ups and new ventures
• Entrepreneurial advertising, pricing etc.
• Relationship marketing
• Leveraging limited marketing recourses
• Identifying and evaluating marketing opportunities
• Optimizing marketing/sales tools for an entrepreneurial setting

Abstracts on empirical work must include information on the relevant theories being tested,
methodology, data, and (expected) results. Papers will be judged on significance, originality,
relevance, and clarity.

Drs. Sascha Kraus, Michèle O’Dwyer & Audrey Gilmore: Entrepreneurial Marketing

Submission procedure:
Please send your 1-2 pages abstract (max. 500 words, double-spaces, Times New Roman 12)
as Word 2003/XP (.doc) attachment to:

No Word 2007/Vista (.docx) documents!

Submission Deadline (extended): February 21, 2009.


Dr. Sascha Kraus

University of Liechtenstein

Dr. Michèle O’Dwyer

University of Limerick, Ireland

Professor Audrey Gilmore

University of Ulster, UK