THE CHRONOLOGY OF ENTREPRENEURIAL

MARKETING DEFINITIONS
I J A B E R, Vol. 14, No. 2 (2016)

PREPARED FOR: PROF MADYA NOOR HASMINI BINTI ABD GHANI

ENTREPRENEURIAL MARKETING (AES 51003)

PREPARED BY : MUHAMMAD QASIM 

April 3, 2021
INTRODUCTION

• The article explores the development in the definition of Entrepreneurial Marketing and analyzes the
definitions submitted over the past years.
• Marketing with entrepreneurship have an important relationship and this is because marketing is a
business function that must be used appropriately by the entrepreneurs to launch and develop the new
venture successfully (Hisrich, 1992; 54).
• “Entrepreneurial Marketing (EM) is a concept that was developed at the interface between two sciences
– marketing and entrepreneurship – almost thirty years ago”. IONIŢĂ (2012; 132)
• EM is marketing of small firms growing through entrepreneurship”. Bjerke & Hultman (2002; 15)
 Aim of article

The aim of this article is to explore the development in the definition of Entrepreneurial
Marketing since 2002 until 2012, The article also analyzes the similarities and
differences in definitions submitted by experts over the past years.
DEFINITIONS DEVELOPMENT OF ENTREPRNEURIAL MARKETING

Years Authors Definitions Dimensions

2002– Morris, et al (2002; 5) EM is the proactive identification and exploitation of opportunities for acquiring Identification Exploitations Resource
2004 and retaining profitable customer through innovative approaches to risk Leveraging Risk Management Value
management, resource leveraging and value creation. Creation
(Miles & It is composed of a proactive organizational focus on customer satisfaction Customer Satisfaction Value creation
Darroch, 2004). through innovative and efficient value creation throughout the value chain
2004- Beverland & Effective action or adaptation of marketing theory to the specific needs of SMEs. Innovation Opportunities Risk and
2006 Lockshin (2004) Those effective actions should simultaneously solve matters such as restrictions resources
Becherer et al. (2006) regarding innovation, opportunities, risk and resources
2006- Bäckbrö & Nyström Entrepreneurial Marketing is the overlapping aspects between entrepreneurship Individual behavior Organizational
2008 (2006; 13) and marketing; therefore it is the behavior shown by any individual and / or behavior
organization that attempts to establish and promote market ideas, while Create Value
developing new ones in order to create value
Becherer et al (2008) Entrepreneurial marketing is describe the marketing processes of firms pursuing Market opportunities leveraging
opportunities in uncertain market circumstances
DEFINITIONS DEVELOPMENT OF ENTREPRNEURIAL MARKETING (CONT.)

Years Authors Definitions Dimensions

2008– Hills, et al EM is spirit, an orientation as well as a process of pursuing opportunities and launching, Create relationship
20010 (2010;6) and growing venture that create perceived customer value through relationship, especially
by employing innovativeness, creativity, selling, market immersion, networking, or
flexibility
Kraus, et al EM is an organizational function and a set of processes for creating, communicating and Creating value
(2010; 26) delivering value to customers and for managing customer relationships in ways that Communicating value
benefit the organization and its stakeholders, and that is characterized by innovativeness, Delivering value
risk-taking, proactiveness, and may be performed without the resources currently
controlled
2010- Jones and Entrepreneurial marketing is (....) strategic direction and involves organizational members’ Creating superior value
2012 Rowley (2011) practice of integrating customer preferences, competitor intelligence and product Delivering superior value
knowledge into the process of creating and delivering superior value to customers
Hills & Hultman Entrepreneurial marketing is considered more proactive, more innovative, more Proactive Innovative
(2011) opportunity and growth oriented, and more willing to take risks than conventional Opportunity Growth oriented
marketing Willing to take risk
Hacioglu et al, We define entrepreneurial marketing as a Process
(2012) process with an entrepreneurial spirit (marketing by founder-entrepreneur)
Daniela IONIŢĂ, EM is a set of processes of creating, communicating and delivering value, guided by Creating Communicating
(2012;147) effectual logic and used a highly uncertain business environment Delivering value
CONCLUSION

• Various definitions of entrepreneurial marketing are available in the literature however the conceptual
meaning is relatively the same.

• There are similarities between the definitions in terms of how an organization creates market opportunities,
values, build relationships with customers, innovative and has a readiness in the face of risk.

• The difference between the definitions from 2002 to 2012 lies on the ways of approaches in conducting the
process of entrepreneurial marketing.

• The dimensions obtained out of this research are Exploitation, Leveraging Resources, Opportunity-driven,
Innovation, Risk Management, Value Creation/Creating Value, Create Relationship, and Process