Abstract
Entrepreneurial marketing (EM) behaviors are different from traditional marketing behaviors (Morris et al. 2002; Hills et al. 2008). Previous studies mention several characteristics of EM behaviors such as calculated risk-taking (Carson and Grant 1998), decisions based on intuition and experience (Siu and Kirby 1999), inherent focus on recognition of opportunities (Hills and Singh 1998), flexible approaches to markets (Sashittal and Jassawalla 2001), and exploitation of smaller market niches (Stasch 1999). To investigate if EM behaviors happen systematically, there is a need for empirical study to identify patterns in firms’ EM behaviors.
Chapter PDF
Similar content being viewed by others
Keywords
- Entrepreneurial Orientation
- Systematic Relationship
- Entrepreneurial Firm
- Young Firm
- Stratify Sample Design
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Kilenthong, P., Hills, G.E., Hultman, C. (2015). Entrepreneurial Marketing and its Antecedent: An Empirical Investigation of the Role of Entrepreneurial Orientation. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_149
Download citation
DOI: https://doi.org/10.1007/978-3-319-10873-5_149
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
eBook Packages: Business and EconomicsBusiness and Management (R0)