Artikel Jurnal

Where is the opportunity without the customer? An integration of marketing activities, the entrepreneurship process, and institutional theory. e-journal

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Marketing and entrepreneurship have long been recognized as two key responsibilities of the firm. Despite their tight integration in practice, marketing and entrepreneurship as domains of scholarly inquiry have largely progressed within their respective disciplinary boundaries with minimal cross-disciplinary fertilization. Furthermore, although firms increasingly undertake their marketing and entrepreneurial activities across diverse settings, academe has provided little insight into how changes in the institutional environment may substantially alter the processes and outcomes of these undertakings. Herein, we integrate research on marketing activities, the entrepreneurship process, and institutional theory in an effort to address this gap. We first discuss market orientation as enhancing a firm's opportunity recognition and innovation, whereas marketing mix decisions enhance opportunity exploitation. We then examine how entrepreneurship leads to innovation directed toward market orientation and marketing mix activities. Based on this foundation, we examine differences in marketing and entrepreneurship activities across institutional contexts.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

338.04 WEB w

Penerbit

Dordrecht Netherlands : Springer., 2011

Deskripsi Fisik

537-554 hlm ; 18 lembar

Bahasa

English

ISBN/ISSN

0092-0703

Klasifikasi

338.04

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 39, Issue 4

Subjek

ENTREPRENEURSHIP

Info Detail Spesifik

Document Type: Article

Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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