ENTREPRENEURIAL MARKETING: GLOBAL PERSPECTIVES
ENTREPRENEURIAL MARKETING:GLOBAL PERSPECTIVES
ENTREPRENEURIALMARKETING: GLOBALPERSPECTIVESEDITED BYZUBIN SETHNAUniversity of Bedfordshire, UKROSALIND JONESUniversity of Birmingham, UKPAUL HARRIGANUniversity of Western Australia, AustraliaUnited Kingdom – North America – JapanIndia – Malaysia – China
Emerald Group Publishing LimitedHoward House, Wagon Lane, Bingley BD16 1WA, UKFirst edition 2013Copyright r 2013 Emerald Group Publishing LimitedReprints and permission serviceContact: permissions@emeraldinsight.comNo part of this book may be reproduced, stored in a retrieval system, transmitted in anyform or by any means electronic, mechanical, photocopying, recording or otherwisewithout either the prior written permission of the publisher or a licence permittingrestricted copying issued in the UK by The Copyright Licensing Agency and in the USA byThe Copyright Clearance Center. Any opinions expressed in the chapters are those of theauthors. Whilst Emerald makes every effort to ensure the quality and accuracy of itscontent, Emerald makes no representation implied or otherwise, as to the chapters’suitability and application and disclaims any warranties, express or implied, to their use.British Library Cataloguing in Publication DataA catalogue record for this book is available from the British LibraryISBN: 978-1-78190-786-3ISOQAR certifiedManagement System,awarded to Emeraldfor adherence toEnvironmentalstandardISO 14001:2004.Certificate Number 1985ISO 14001
To Navaz, Mahya, Kai and Kaus, Here’s my ‘story’!Nigel Bradley, inspiration personifiedTo my family who always help me along the path;Glenys and John Pearce, husband Vern, daughter Liz,sisters Sian and RuthTo my brother, Niall
ContentsList of ContributorsixAbout the EditorsxiiiA Foreword: Qualitative RecollectionsGerald E. Hills and Claes M. HultmanxviiAn Introduction to Entrepreneurial Marketing: Global PerspectivesZubin Sethna, Rosalind Jones and Paul HarriganxxiPart A: Perspectives of Entrepreneurial Marketing1. Entrepreneurship and Marketing Interface Research – A Synopsis andEvaluationAudrey Gilmore, Andrew McAuley, Damian Gallagher and David Carson32. The Interrelationships Between Entrepreneurial Experience, ExplanatoryStyle, Effectuation, and Entrepreneurial Self-EfficacyChickery J. Kasouf, Sussie C. Morrish and Morgan P. Miles233. Contextual Marketing (CM)Jonathan H. Deacon and Jacqueline Harris454. The Role of Marketing Rational and Natural Business Start-UpsBjörn Bjerke and Claes M. Hultman635. Entrepreneurial Marketing Orientation in SMEsRosalind Jones and Mari Suoranta896. Globalization of Markets: Implications for the Entrepreneurial Firm in the21st CenturyCan Uslay, Sengun Yeniyurt and Olivia F. Lee1117. Opportunity and the Entrepreneurial MarketerMichael H. Morris, Blakley Davis, Adam Mills, Leyland F. Pitt andPierre Berthon127
viiiContents8. Entrepreneurial Capital and NetworksEleanor Shaw1479. Are We Going Around in Circles? Diasporic SMEs: A ConceptualPattern in the Field of Entrepreneurial NetworksZubin Sethna165Part B: Approaches to Entrepreneurial Marketing10. Market Creation as an Entrepreneurial Marketing ProcessJenny Darroch, Sussie C. Morrish, Jonathan H. Deacon andMorgan P. Miles17911. Innovative Marketing in SMEs: An ‘‘APT’’ ConceptualizationMichele O’Dwyer and Audrey Gilmore19912. Social Media, Customer Relationship Management, and SMEsPaul Harrigan22113. Word of Mouth to Word of Mouse: Social Media and the EntrepreneurDavid Stokes and Chloe H. Nelson24314. Does Branding Matter to Start-Ups? Challenges and OpportunitiesFang Wan, Amitava Chattopadhyay and Daniel Sun25915. The Soloist in Entrepreneurial MarketingPeter Fraser269About the Authors285
List of ContributorsPierre BerthonBentley University, Waltham, MA, USABjörn BjerkeLinnaeus University, Kalmar, SwedenDavid CarsonUniversity of Ulster, Newtownabbey, Northern Ireland,UKAmitavaChattopadhyayINSEAD, SingaporeJenny DarrochClaremont Graduate University, Claremont, CA, USABlakley DavisOklahoma State University, Stillwater, OK, USAJonathan H. DeaconUniversity of South Wales, Newport, Wales, UKPeter FraserUniversity of Hertfordshire, Hertfordshire, UKDamian GallagherUniversity of Ulster, Newtownabbey, Northern Ireland,UKAudrey GilmoreUniversity of Ulster, Newtownabbey, Northern Ireland,UKPaul HarriganUniversity of Western Australia, Crawley, WA, AustraliaJacqueline HarrisUniversity of South Wales, Newport, Wales, UKGerald E. HillsBradley University, Peoria, IL, USAClaes M. HultmanÖrebro University, SwedenRosalind JonesUniversity of Birmingham, UKChickery J. KasoufWorcester Polytechnic Institute, Worcester, MA, USAOlivia F. LeeRutgers College, Piscataway, NJ, USAAndrew McAuleySouthern Cross University, Lismore, NSW, AustraliaMorgan P. MilesUniversity of Tasmania, Launceston, AustraliaAdam MillsSimon Fraser University, Vancouver, British Columbia,Canada
xList of ContributorsMichael H. MorrisOklahoma State University, Oklahoma, USASussie C. MorrishUniversity of Canterbury, Christchurch, New ZealandChloe H. NelsonNelson’s Eye Patch, Norfolk, UKMichele O’DwyerKemmy Business School, University of Limerick, Limerick,IrelandLeyland F. PittSimon Fraser University, Vancouver, British Columbia,CanadaZubin SethnaUniversity of Bedfordshire, Luton, Bedfordshire, UKEleanor ShawUniversity of Strathclyde, Glasgow, Scotland, UKDavid StokesUniversity of Kingston, Kingston Upon Thames, Surrey,UKDaniel SunUniversity of British Columbia, Vancouver, CanadaMari SuorantaUniversity of Jyvaskyla, School of Business andEconomics, FinlandCan UslayRutgers College, Piscataway, NJ, USAFang WanUniversity of Manitoba, Winnipeg, CanadaSengun YeniyurtRutgers College, Piscataway, NJ, USA
List of ContributorsxiCover photo provided by David Smith from Outdoor ActiveI am a determined individual who likes a challenge; be it physical or mental, orpreferably a combination of the two! My particular passions are climbing andtriathlon. Climbing and its inherent risks quickly galvanise an individual’s selfreliance, ability to judge risk, and help develop the fortitude needed to complete atask during times of stress. It is this stepping out of one’s ‘‘comfort zones,’’ by takingrisks that promotes self learning, and given a successful outcome, ones confidence toundertake more challenges.Triathlon on the other hand, for me, is all about training and the ability to plan.Whether that’s your time, balancing different areas of your life such as family, oreven goal setting, having the ability to motivate yourself when there is no immediatethreat is an excellent skill to have. The depth of character this skill requires, andconsequently develops, is different, yet and very complimentary to the reactive skillsclimbing promotes.I personally believe the combined ability to plan, and be reactive, means you have thebest chances of successfully meeting the challenge ahead, whatever their nature andcontext.David Smith (M.Sc.)A little about the company:The company was first founded in 2007. The focus of Outdoor Active is to helppeople explore, get fit, and learn through outdoor activities. This is done bydelivering high quality courses and activity sessions. At Outdoor Active we are aninstitutional member of the Institute for Outdoor Learning (IOL) and fully licensedto offer outdoor activities to under 18’s by the Adventure Activities Licensing Service(AALS), which is controlled by the Health & Safety Executive (HSE). Further to thiswe are a Duke of Edinburgh Approved Activity Provider.
About the EditorsZubin Sethna’s Ph.D. thesis examines the entrepreneurial marketing activities within ethnic firms in theUnited Kingdom, and his research interests lie atthe marketing and entrepreneurship interface. AsPrincipal Lecturer (Associate Professor) in Marketingat the University of Bedfordshire’s Business School,Zubin oversees the postgraduate portfolio. Zubinhas successfully launched five businesses (one ofwhich won a National Award) and in his capacityas Managing Consultant at Baresman Consulting(www.baresman.com), Zubin has integrated marketingstrategy/communications with management consultancy and training for numerous organizations bothin the United Kingdom and internationally, and acrossa variety of industry sectors (including HealthCare, Professional Services, Music, Travel, Manufacturing, Retail, IT, Education,and ‘‘cottage’’ industries). These 22 years of industry experience allow him to take apractice-based approach to teaching whenever he is in the classroom. Zubinpreviously taught Innovation and Entrepreneurship on the AMBA accredited MBAprogram at the University of Westminster, and prior to that ran an immenselypopular and successful ‘‘Business Start-up’’ program for creative industry graduatesfrom the University of the Arts London. Zubin is currently Co-Chair of the Academyof Marketing’s Special Interest Group on ‘‘Entrepreneurial and Small BusinessMarketing’’ (with Roz Jones) and has been invited to conduct keynote lectures at HEinstitutions in the United Kingdom, EU, China, and India, and regularly speaks atSouth East Asia’s leading Business School, the Indian Institute of ManagementAhmedabad (IIMA). Zubin also serves as an Editorial Board member for tworespected international journals: Journal of Research in Marketing and Entrepreneurship, and Journal of Urban Regeneration and Renewal. In addition to this, Zubin hasalso previously been instrumental in attracting funding in excess of d350k foracademic projects from leading public and private bodies such as Department forEducation and Skills (DfES), Learning and Skills Council UK, and Harrods!
xivAbout the EditorsRosalind Jones is a Lecturer in Marketing at theUniversity of Birmingham, UK, and a Fellow of theHigher Education Academy (FHEA). Previously shewas Lecturer at Bangor Business School, Wales andVisiting Professor at Jyvaskyla University, Finland.She teaches entrepreneurship at SIM, the SingaporeInstitute of Management. She is an active member ofISBE, the Institute of Small Business and Enterprise,a founder member of GIKA the Global Innovationand Knowledge Academy, and on the steeringcommittee of the University of Illinois Chicago(UIC)/American Marketing Association (AMA) Marketing and Entrepreneurship Interface Group, USA.Rosalind is also a Member of the Academy ofMarketing (AM), UK and she co-chairs the Academy of Marketing Special InterestGroup in Small Business and Entrepreneurial Marketing with Zubin Sethna. She is amember of the ‘‘Senior Levitt Group’’ at the Chartered Institute of Marketing(CIM), and a ‘‘Chartered Marketer.’’ She is the CIM SME Ambassador for NorthWales. Her research interests include entrepreneurship and small business,entrepreneurial marketing, and more specifically, marketing in SMEs. Her currentresearch focus is on technology and hospitality industries, innovation, e-marketing inSMEs, internationalization strategies, and the strategic orientation of SMEs. She haspublished in leading marketing and small business journals including the Journal ofResearch in Marketing and Entrepreneurship, International Journal of MarketingResearch, Journal of Marketing Management, International Small Business Journal,Journal of Small Business and Enterprise Development, The Services IndustriesJournal, and the International Journal of Entrepreneurial Behaviour and Research.Rosalind serves on the Editorial Advisory boards of Management Decision and theJournal of Research in Marketing and Entrepreneurship. She is a reviewer for severalother international journals and conferences in this field. In 2012 she received theEmerald Outstanding Reviewer of the Year and her paper (Jones & Rowley)published in the International Small Business Journal was a top ‘‘most read’’ paperin 2012.
About the EditorsxvPaul Harrigan is an Assistant Professor of Marketingat the University of Western Australia. He receivedhis Ph.D. on the topic of CRM from the University ofUlster in the United Kingdom in 2008. His researchinterests span Customer Relationship Management(CRM), Social Media Marketing, and Small BusinessMarketing. He has published in these areas in journalssuch as the Journal of Marketing Management and theInternational Journal of Electronic Commerce. He alsoteaches in these areas and broader marketing areas athis home institution in Australia and as a VisitingProfessor at the University of Southampton in theUnited Kingdom and IESEG School of Managementin France. He is a member of a range of academicbodies, such as the Australian and New Zealand Marketing Association, the Instituteof Direct and Digital Marketing, and the UK Academy of Marketing holdingseveral committee positions that are responsible for conference management, anddirections in research and education.
A Foreword: Qualitative RecollectionsThe Early PastThe year was 1982. A research conference had just been held and the term‘‘entrepreneurial marketing’’ (EM) had been used without definition or fanfare. Itwas a by-invitation meeting, approximately 25 attended and a book was to bepublished with 15 papers. It was the first time that academia had convened a meetingon this topic and the discussions reflected a fragile domain with debate over the mostfundamental issues. The term ‘‘small business’’ was used but some warned thescholars that this attached a negative connotation, going back to previous critiquesof education in U.S. business colleges and demands to eliminate overly appliedcoursework and to instead be more analytic and quantitative.Although professors in attendance deemed this meeting a ‘‘success,’’ there waslittle momentum at its conclusion. The organizer later concluded that it was a‘‘meeting ahead of its time’’ and history had shown that the academy at that time wasnot accepting of this topical realm. Yet a small core group of faculty continued toengage in discussions at conferences and the ember from the first meeting was notcompletely extinguished. One conclusion was that, above all else, scholarly effortsshould focus on the marketing/entrepreneurship interface.The timing was good as entrepreneurial behavior at this time became more policyrelevant in many countries around the world and the research in this new interfacehad potential to yield contributions and fertilize two academic disciplines; marketingas well as the fast growing academic field of entrepreneurship. In hindsight it isinteresting to notice that aspects of what was discussed in the early 80s in thissymposium have become main-stream in the contemporary marketing discourseof the 21st century. The most important contribution of this early pioneer efforthowever, was probably to lay the foundation for the future developments in themarketing/entrepreneurship interface.Fast Forward to 1986It was decided to once again ‘‘test the water’’ and three research meetings were heldin conjunction with the annual conference of the American Marketing Association(AMA), the United States. Association of Small Business and Entrepreneurship
xviiiForeword(USASBE), and the International Council for Small Business (ICSB). In each case,three or four hours were devoted to discussions among 15–20 faculty researchers onwhat came to be called ‘‘the interface’’ — of marketing and entrepreneurship. Unlikethe conference in 1982, a measure of entrepreneurial passion began to emerge, and itwas decided to once again host a scholarly meeting called the Research Symposiumon Marketing and Entrepreneurship. This was held at the University of Illinois atChicago campus in 1986, with a published proceedings (to become known as the‘‘blue books’’) in 1987. Three highly regarded scholars were invited to add credibilityand address this new subject area: Jagdish Sheth (University of Southern California),Hans Thorelli (Indiana University), and Merle Crawford (University of Michigan).Two years later (1988) a second Symposium was held with a ‘‘Blue book’’published in 1989 and a Research Symposium has been held every year since. In someyears two meetings were held to encourage engagement of researchers around theworld. Two symposia were held in Sweden, two were cosponsored by the highlyregarded INSEAD, and one each in Melbourne and Hong Kong.Fast forward to MilestonesThere have been several important research milestones over the past three irst empirical study of the marketing and entrepreneurship interface inBabson College’s Frontiers of Entrepreneurship Research;Created American Marketing Association Task Force on Marketing andEntrepreneurship;First Session Track in AMA Summer Marketing Educators’ Conference;First annual UK Academy of Marketing Symposium. Also first academicbook, Marketing and Entrepreneurship in SMEs by David Carson andcoauthors at Ulster;Founded Journal of Research in Marketing and Entrepreneurship;Publication of Entrepreneurial Marketing: The Growth of Small Firms inthe New Economic Era;Publication of Rethinking Marketing;THIS new book! – Entrepreneurial Marketing: Global PerspectivesOther major milestones included developing a very important longitudinal researchdatabase, originally called the Entrepreneurship Research Consortium (now PSED);and a large database sponsored by the U.S. National Federation of IndependentBusiness. Also, the quality and number of related Journals increased dramatically,and the annual Research Symposium on Marketing and Entrepreneurship added aKauffman Foundation Doctoral Student Consortium component. The growingnumber of young scholars bodes well for the future of the M/E interface.Research in recent years has offered a combination of qualitative and quantitativemethodologies, and higher levels of understanding using more advanced methods
Forewordxix(e.g., structural equation modelling). Based on an increased flow of new research overseveral years, we offered a definition of ‘‘EM.’’ As debatable as it may be, thisdefinition highlights findings provided by several researchers:EM is a spirit, an orientation as well as a process of passionately pursuingopportunities and launching and growing ventures that create perceivedcustomer value through relationships by employing innovativeness,creativity, selling, market immersion, networking and flexibility.Research as well as anecdotal observations of hundreds of entrepreneurs yieldsfrequent references to the role of ‘‘passion.’’ EM is not an analytical, dispassionateconcept, but instead a rich, exciting, qualitative process. Research has also confirmedthat a marketing orientation and an entrepreneurial orientation are linked by EM,and a day-to-day focus on opportunity recognition is central to the nature ofentrepreneurship. So it is no surprise that market opportunities are inherently withinEM. Launching ventures in new and mature firms to create value for customers isalso a critical part of EM, supported by numerous studies. Qualitative immersion ina marketplace is often far more important than formal market research. And EMplaces special weight on building networking relationships, being creative andinnovative, and being flexible with special attention to effectuation. Perhaps moreimportant than any element is selling. As the expression goes, ‘‘nothing happens untilthere is a sale.’’ConclusionWe propose that by combining all of these EM elements, we have a new ‘‘school ofmarketing thought’’ that is fundamentally different from other schools identified bymarketing scholars. There is a great opportunity for marketing professors to fullyembrace this new school, to the advantage of their students and the rapidly changingsociety in which we live. THIS new book is excellent in moving EM knowledgeforward, to the benefit of us all. We congratulate Zubin, Roz and Paul for creatingsuch a valuable volume! It will undoubtedly become another benchmark in development of the EM domain.Professor Gerald E. HillsBradley UniversityProfessor Claes M. HultmanOrebro University
An Introduction to Entrepreneurial Marketing:Global P
Part A: Perspectives of Entrepreneurial Marketing 1. Entrepreneurship and Marketing Interface Research – A Synopsis and Evaluation Audrey Gilmore, Andrew McAuley, Damian Gallagher and David Carson 3 2. The Interrelationships Between Entrepreneurial Experience, Explanatory Style, Effectuation, and Entrepreneurial Self-Efficacy
entrepreneurial mindset. Based on the researcher's observation, the management has been neglecting developing an entrepreneurial mindset through training to promote an entrepreneurial culture and mindset. Entrepreneurial culture or entrepreneurial environment provides a place where entrepreneurial mindset/spirit can be enhanced/developed.
entrepreneurial mindset as indispensable to the success of SMEs in Nigeria. Entrepreneurial competencies are skills, values, and attitudes that are well-thought-out necessary for the success of small and medium scale businesses. Entrepreneurial mindset refers to a specific state of mind which orientates human conduct towards
marketing environment has made competition tougher for small and medium-size enterprises. (Olannye & Eromafuru, 2016). The need for an acceptable understanding of entrepreneurial marketing strategies and its applicability to entrepreneurial firms has gradually become an issue of pivotal concern to many scholars, entrepreneurs, and employees of .
A question within entrepreneurial education that never seems to go out of fashion is “Can entrepreneurship be taught?”. To address this question, this thesis adopts the view that becoming entrepreneurial requires direct experience, and explores how learning-by-doing can be put to use in entrepreneurial education through action-based approaches.
Entrepreneurial Mindset Assessment Reviews 01 Instrument Title Suggested Use, if noted Conceptual Framework, if any Factors / constructs assessed Reliability Validity Comments Availability Reviewer Entrepreneurial Self-Efficacy (ESE) Determining entrepreneurial tendency in college students and, possibly, those in the workforce Bandura, Self .
entrepreneurial process, which contributes to the entrepreneur's behaviour and performance (Clarysse & Van Boxstael, 2015; Murnieks et al., 2014). Passion is highly crucial in entrepreneurial context, considering that entrepreneurs must deal with challenges from the early phase of their business (Gielnik et al., 2015).
The goal of this course module is t o integrate the entrepreneurial mindset into thermodynamics, a core Mechanical Engineering course. So what exactly is th e entrepreneurial mindset then? Robert Kern 6, the founder of the Kern Family Foundation, explains the entrepreneurial mindset
Robert King and Albert Woodfox. Excellent facilities The School is based in the John Foster Building on the Mount Pleasant campus and here you’ll find high specification learning and teaching rooms, lecture theatres and a large IT suite. The building itself, a former convent, has a fascinating history and many of its original features remain, including the Moot Room which hosts large .
