Some Definitions of EM

Bäckbrö and Nyström (2006), p. 13

“Entrepreneurial marketing is the overlapping aspects between entrepreneurship and marketing; therefore it is the behavior shown by any individual and/or organization that attempts to establish and promote market ideas, while developing new ones in order to create value.”

Bjerke and Hultman (2002), p. 15

“EM is the “marketing of small firms growing through entrepreneurship.”” Duus (1997), “The distinguishing feature of this new interpretation, which is essentially a market-oriented inside-out perspective, could be the development of the specific competencies of the firm by entrepreneurial action with a view to serving future customers' latent demand for products that do not yet exist. […] this can be called "the entrepreneurial marketing concept.””

Hill and Wright (2000), p. 25

“A new stream of research describes the marketing orientation of small firms as ‘entrepreneurial marketing’. This means a style of marketing behavior that is driven and shaped by the owner manager’s personality.”

Miles and Darroch (2006), p. 488

“[…] firms adopting EMPs [entrepreneurial marketing processes, the authors] will engage in marketing processes emphasizing opportunity creation and/or discovery, evaluation and exploitation.”

Morris et al. (2000)

“the proactive identification and exploitation of opportunities for acquiring and retaining profitable customers through innovative approaches to risk management, resource leveraging and value creation.” (p. 5)

“EM synthesizes critical aspects of marketing and entrepreneurship into a comprehensive conceptualization where marketing becomes a process that firms use to act entrepreneurially.” (p. 2) “the unplanned, non-linear, visionary marketing actions of the entrepreneur.” (p. 4).

Shaw (2004), p. 197

“[…] four themes relevant to understanding entrepreneurial marketing within a social enterprise context emerged: opportunity recognition (OR); entrepreneurial effort (EE); an entrepreneurial organizational culture (EOC); and networks and networking (N&N).”

Stokes (2000a), p. 2

“marketing carried out by entrepreneurs or owner-managers of entrepreneurial ventures” Stokes (2000a), p. 13

“The entrepreneurial marketing concept is focused on innovations and the development of ideas in line with an intuitive understanding of market needs; […].”

Source: S. Kraus, R. Harms and M. Fink; Entrepreneurial Marketing: Moving beyond Marketing in New Ventures Int. J. Entrepreneurship and Innovation Management , Special Issue, 2009.