Menu Expand

Entrepreneurial Marketing – Zum Bedarf eines modifizierten Marketingansatzes für junge wachstumsorientierte Unternehmen

  1. Journals
  2. Economics, Finance, Business & Management
  3. ZfKE – Zeitschrift für KMU und Entrepreneurship
  4. Vol. 57, Issue 3–4
  5. pp. 187–217

JOURNAL ARTICLE

Cite JOURNAL ARTICLE

Style
Eggers, F., Kraus, S., Filser, M. Entrepreneurial Marketing – Zum Bedarf eines modifizierten Marketingansatzes für junge wachstumsorientierte Unternehmen. ZfKE – Zeitschrift für KMU und Entrepreneurship, 57(3–4), 187-217. https://doi.org/10.3790/zfke.57.3-4.187
Eggers, Fabian; Kraus, Sascha and Filser, Matthias "Entrepreneurial Marketing – Zum Bedarf eines modifizierten Marketingansatzes für junge wachstumsorientierte Unternehmen" ZfKE – Zeitschrift für KMU und Entrepreneurship 57.3–4, 2009, 187-217. https://doi.org/10.3790/zfke.57.3-4.187
Eggers, Fabian/Kraus, Sascha/Filser, Matthias (2009): Entrepreneurial Marketing – Zum Bedarf eines modifizierten Marketingansatzes für junge wachstumsorientierte Unternehmen, in: ZfKE – Zeitschrift für KMU und Entrepreneurship, vol. 57, iss. 3–4, 187-217, [online] https://doi.org/10.3790/zfke.57.3-4.187
Format
Download

Entrepreneurial Marketing – Zum Bedarf eines modifizierten Marketingansatzes für junge wachstumsorientierte Unternehmen

Eggers, Fabian | Kraus, Sascha | Filser, Matthias

ZfKE – Zeitschrift für KMU und Entrepreneurship, Vol. 57 (2009), Iss. 3–4 : pp. 187–217

7 Citations (CrossRef)

Preview Login to order (PDF)

Additional Information

Article Details

Publisher Name
Duncker & Humblot
DOI
https://doi.org/10.3790/zfke.57.3-4.187
Language
German
Pages
31

Pricing

Individual
€ 26.00 (incl. local VAT if applicable)

Author Details

Fabian Eggers, San José State University, Department for Marketing and Decision Sciences, One Washington Square, USA-San José CA 95192–0069.

Sascha Kraus, Hochschule Liechtenstein, Lehrstuhl für Entrepreneurship, Schaanerstrasse 99, FL-9490 Vaduz.

Matthias Filser, Hagen Management GmbH, Rheinstraße 26–27, AT-6890 Lustenau.

Cited By

  1. Effects of entrepreneurial marketing on new ventures' exploitative and exploratory innovation: The moderating role of competitive intensity and firm size

    Bachmann, Jan-Thomas | Ohlies, Isabel | Flatten, Tessa

    Industrial Marketing Management, Vol. 92 (2021), Iss. P.87

    https://doi.org/10.1016/j.indmarman.2020.10.002 [Citations: 64]

  2. Employer Brand Building for Start-Ups: Which Job Attributes Do Employees Value Most?

    Tumasjan, Andranik | Strobel, Maria | Welpe, Isabell M.

    SSRN Electronic Journal, Vol. (2011), Iss.

    https://doi.org/10.2139/ssrn.1738955 [Citations: 0]

  3. Developing a scale for entrepreneurial marketing: Revealing its inner frame and prediction of performance

    Eggers, Fabian | Niemand, Thomas | Kraus, Sascha | Breier, Matthias

    Journal of Business Research, Vol. 113 (2020), Iss. P.72

    https://doi.org/10.1016/j.jbusres.2018.11.051 [Citations: 63]

  4. Employer brand building for start-ups: which job attributes do employees value most?

    Tumasjan, Andranik | Strobel, Maria | Welpe, Isabell M.

    Zeitschrift für Betriebswirtschaft, Vol. 81 (2011), Iss. S6 P.111

    https://doi.org/10.1007/s11573-011-0507-2 [Citations: 39]

  5. Entrepreneurship

    Entrepreneurial Marketing und Marktausrichtung

    Fueglistaller, Urs | Müller, Christoph | Müller, Susan | Volery, Thierry

    2016

    https://doi.org/10.1007/978-3-8349-4770-3_6 [Citations: 0]

  6. Entrepreneurship

    Entrepreneurial Marketing und Marktausrichtung

    Fust, Alexander | Fueglistaller, Urs | Müller, Christoph | Müller, Susan | Zellweger, Thomas

    2019

    https://doi.org/10.1007/978-3-658-26800-8_6 [Citations: 0]

  7. Diskussionslinien der Entrepreneurial Marketing-Forschung: Ergebnisse einer Zitationsanalyse

    Kraus, Sascha | Eggers, Fabian | Harms, Rainer | Hills, Gerald E. | Hultman, Claes

    Zeitschrift für Betriebswirtschaft, Vol. 81 (2011), Iss. S6 P.27

    https://doi.org/10.1007/s11573-011-0509-0 [Citations: 7]

References

  1. Abdul, A./Seiders, K. (2006): Entrepreneurial Marketing. In: Bygrave, W. D./Zacharakis, A. (Hrsg.): Entrepreneurship. New Jersey: John Wiley & Sons, 71–107.  Google Scholar
  2. Acs, Z. J./Audretsch, D. B. (1992): Innovation durch kleine Unternehmen. Berlin: Edition Sigma.  Google Scholar
  3. Ahuja, R. D./Michels, T. A./Walker, M. M./Weissbuch, M. (2007): Teen perceptions of disclosure in buzz marketing. In: Journal of Consumer Marketing, 24 (3), 151–159.  Google Scholar
  4. Ardichvili, A./Cardozo, R./Ray, S. (2001): A theory of entrepreneurial opportunity identification and development. In: Hills, G./Hansen, D./Merrilees, B. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 274–294.  Google Scholar
  5. Becherer, R./Riordan, E. (1993): New business venture credibility – Relevant dimensions. In: Hills, G. E./LaForge, R.W./Muzyka, D. F. (Hrsg.): Research at the Marketing/Entrepreneurship interface. Chicago: UIC, 114–129.  Google Scholar
  6. Becherer, R./Riordan, E. (1996): Establishing new venture credibility with advertising cues – The moderating influence of personal consumer traits. In: Hills, G. E./Teach, R. D./Geursen, G.M. (Hrsg.): Research at the marketing/entrepreneurship interface. Chicago: UIC, 359–372.  Google Scholar
  7. Bjerke, B./Hultman, C. (2002): Entrepreneurial marketing – the growth of small firms in the new economic era. Cheltenham: Edward Elgar.  Google Scholar
  8. Blenker, P. (2001): In search of an adequate marketing approach for small entrepreneurial firms. In: Hills, G./Hansen, D./Merrilees, B. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 70–85.  Google Scholar
  9. Blumentritt, T./Kickul, J./L. K., G. (2005): Building an inclusive entrepreneurial culture – effects of employee involvement on venture performance and innovation. In: International Journal of Entrepreneurship and Innovation, 6 (2), 77–84.  Google Scholar
  10. Boag, D. A./Rinholm, B. L. (1989): New product management practices of small high technology firms. In: Journal of Product Innovation Management, 6 (2), 109–122.  Google Scholar
  11. Brannen, W. (1987): Toward the development of the study of entrepreneurial marketing. In: Hills, G. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 287–296.  Google Scholar
  12. Brettel, M./Heinemann, F./Kessell, A. (2005): Market Orientation in Emerging Firms – Towards a More Rigorous Understanding of Entrepreneurial Marketing. In: Huston, M./Walker, B. (Hrsg.): AMA 2005 Summer Educators’ Conference Proceedings – Enhancing Knowledge Development in Marketing. San Francisco.  Google Scholar
  13. Brooksbank, R./Kirby, D./Wright, G. (1992): Marketing and company performance – an examination of medium sized manufacturing firms in Britain. In: Small Business Economics, 4 (3), 221–236.  Google Scholar
  14. Browning, J. M./Adams, R. J. (1988): Trade shows – An effective promotional tool for the small industrial firm. In: Journal of Small Business Management, 26 (4), 31–36.  Google Scholar
  15. Brush, C. G. (1992): Marketplace information scanning activities of new manufacturing ventures. In: Journal of Small Business Management, 30 (4), 41–53.  Google Scholar
  16. Buskirk, B. D./Lavik, M. (2004): Entrepreneurial Marketing: Real Stories and Survival Strategies. South-Western College Publication.  Google Scholar
  17. Buskirk, R. (1987): Research opportunities in entrepreneurial marketing. In: Hills, G. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 107–110.  Google Scholar
  18. Buskirk, R. (1993): An analysis of critical marketing mistakes by highly successful entrepreneurs. In: Hills, G./LaForge, R./Muzyka, D. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 162–172.  Google Scholar
  19. Buskirk, R. H./Buskirk, B. D. (1990): The rebirth of Entrepreneurial Marketing. In: Journal of Education for Business. 66, 69–73.  Google Scholar
  20. Campbell, A. (1985): Campbell, A.: Guerilla marketing – A survival of the fittest in a jungle of promotions. In: Canadian Business, 53 (3), 150.  Google Scholar
  21. Cantillon, R. (1755): Essai Sur la Nature du Commerce en Général. London: Frank Cass and Company.  Google Scholar
  22. Cardozo, R./McLaughlin, K./Harmon, B./Reynolds, P./Miller, B. (1993): Product-market choices and growth of new businesses. In: Journal of Product Innovation Management, 10 (4), 331–340.  Google Scholar
  23. Carland, J.W./Hoy, F./Boulton, W./Carland, J. A. (1984): Differentiating entrepreneurs form small business owners – a conceptualization. In: Academy of Management Review, 9 (2), 354–349.  Google Scholar
  24. Carson, D./Cromie, S./McGowan, P./Hill, J. (1995): Marketing and entrepreneurship in SMEs. London: Prentice Hall.  Google Scholar
  25. Carson, D./Grant, K. (1998): SME marketing competencies – A definition and some empirical evidence. In: Hills, G. E./Miles, M. P. (Hrsg.): Research at the Marketing/Entrepreneurship interface. Chicago: UIC, 173–186.  Google Scholar
  26. Carson, D./Hill, J./McGowan, P. (1994): In pursuit of entrepreneurial marketing management competencies. In: Hills, G. E./Mohan-Neill, S. T. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 76–79.  Google Scholar
  27. Carson, D. J. (1985): The evolution of marketing in small firms. In: European Journal of Marketing, 19 (5), 7–16.  Google Scholar
  28. Casson, M. (1991): The entrepreneur – an economic theory. Aldershot: Gregg Revivals.  Google Scholar
  29. Casson, M. (1997): How Interaction between Relationship and Entrepreneurial Marketing may affect Organizational Competencies in Small UK Manufacturing Firms. In: Marketing Education Review, 7 (3), 55–65.  Google Scholar
  30. Casson, M. (2000): Entrepreneurial marketing. Basingstroke, NY: McMillan Business.  Google Scholar
  31. Collinson, E./Shaw, E. (2001): Entrepreneurial marketing – a historical perspective on development and practice. In: Management Decision, 39 (9), 761–766.  Google Scholar
  32. Cooper, A. C./Bruno, A. V. (1977): Success Among High-Technology Firms. In: Business Horizons, 20 (2), 16–22.  Google Scholar
  33. Coviello, N. E./Brodie, R. J./Munro, H. J. (2000): An investigation of marketing practice by firm size. In: Journal of Business Venturing, 15 (5/6), 523–545.  Google Scholar
  34. Davis, H. D./Rawwas, M. Y. A. (1994): Distribution in new/growing firms. In: Hills, G. E. (Hrsg.): Marketing and entrepreneurship – Research ideas and opportunities. Westport: Quorum, 163–187.  Google Scholar
  35. Doutriaux, J. (1990): Effect of internal marketing and r&d orientations on hightech entrepreneurial start-ups. In: Journal of Small Business and Entrepreneurship, 8 (4), 9–27.  Google Scholar
  36. Duus, H. (1994): Economic foundations for an entreprenereurial marketing concept. Kopenhagen: Working Paper.  Google Scholar
  37. Duus, H. J. (1997): Economic foundations for an entrepreneurial marketing concept. In: Scandinavian Journal of Management, 13 (3), 287–305.  Google Scholar
  38. Egge, K./Simer, F. (1989): Marketing experience and new venture success among entrepreneurs – results in the twin cities. In: Hills, G./LaForge, R./Parker, B. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 105–115.  Google Scholar
  39. Eggers, F. (2009): Gründungsmarketing – Theorie und Empirie des Marketing junger Dienstleistungsunternehmen. Hamburg: Dr. Kovac.  Google Scholar
  40. Fischer, E./Reuber, R. (2007): The good, the bad, and the unfamiliar – The challenges of reputation formation facing new firms. In: Entrepreneurship Theory and Practice, 31 (1), 53–75.  Google Scholar
  41. Freiling, J./Estevao, M.-J. (2004): Erfolgsfaktoren neugegründeter Dienstleistungsbetriebe – Konzeptionelle Überlegungen und empirische Befunde aus Sicht des Entrepreneurial Marketing. In: Achleitner, A.-K./Klandt, H./Koch, L. T./Voigt, K.-I. (Hrsg.): Jahrbuch Entrepreneurship 2004/05. Berlin/Heidelberg: Springer, 263–288.  Google Scholar
  42. Freiling, J./Kollmann, T. (Hrsg.) (2008): Entrepreneurial Marketing – Besonderheiten, Aufgaben und Lösungsansätze für Gründungsunternehmen. Gabler: Wiesbaden.  Google Scholar
  43. Gardner, D. (1994): Marketing/entrepreneurship interface – a conceptualization. In: Hills, G. (Hrsg.): Marketing and entrepreneurship – research ideas and opportunities. Westport: Quorum, 35–54.  Google Scholar
  44. Gardner, M. P./Shuman, P. (1988): Sponsorships and small businesses. In: Journal of Small Business Management, 26 (4), 44–52.  Google Scholar
  45. Gartner, W. B./Thomas, R. J. (1993): Factors affecting new product forecasting accuracy in new firms. In: Journal of Product Innovation Management, 10 (1), 35–52.  Google Scholar
  46. Gierl, H./Helm, R. (2002): Marktexploration, Marketingstrategien und Preisfindung. In: Dowling, M./Drumm, H. J. (Hrsg.): Gründungsmanagement – Vom erfolgreichen Unternehmensstart zu dauerhaftem Wachstum. Berlin: 51–68.  Google Scholar
  47. Gilmore, A./Carson, D. (1999): Entrepreneurial Marketing by Networking. In: New England Journal of Entrepreneurship, 12 (2), 31–38.  Google Scholar
  48. Gilmore, A./Carson, D./Grant, K. (1999): SME marketing by networking. In: Hills, G. E./Siu, W.-S./Malewicki, D. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 192–200.  Google Scholar
  49. Grothus, T. (2000): Marketing für KMU – Modifikation bestehender Theorien oder ein neuer Ansatz? In: Meyer, J. (Hrsg.): Jahrbuch der KMU-Forschung 2000 – Marketing in kleinen und mittleren Unternehmen. München: Franz Vahlen Verlag, 15–30.  Google Scholar
  50. Gruber, M. (2003): Research on marketing in emerging firms – key issues and open questions. In: International Journal of Technology Management, 26 (5/6), 600 – 620.  Google Scholar
  51. Gruber, M. (2004a): Entrepreneurial Marketing. In: Die Betriebswirtschaft 64 (1), 78–100.  Google Scholar
  52. Gruber, M. (2004b): Marketing in New Ventures: Theory and Empirical Evidence. In: Schmalenbach Business Review. 56 (2). 164–199.  Google Scholar
  53. Gruber, M. (2005): Marketingplanung von Unternehmensgründungen – Eine theoretische und empirische Analyse. Wiesbaden: Gabler Verlag.  Google Scholar
  54. Gruber, M./MacMillan, I. C./Thompson, J. D. (2008): Look Before You Leap: Market Opportunity Identification in Emerging Technology Firms. In: Management Science, 54 (9), 1652–1665.  Google Scholar
  55. Hamel, G./Prahalad, C. K. (1994): Competing for the future. Boston: Harvard Business School Press.  Google Scholar
  56. Harms, R./Grichnik, D. (2007): Zur Zukunft der deutschsprachigen Entrepreneurshipforschung – Strategien und thematische Schwerpunkte. In: Zeitschrift für Klein- und Mittelunternehmen und Entrepreneurship, 55 (4), 266–275.  Google Scholar
  57. Harms, R./Grichnik, D. (2008): Zukunft der deutschsprachigen Entrepreneurshipforschung – Strategien und thematische Schwerpunkte. In: Kraus, S./Gundolf, K. (Hrsg.): Stand und Perspektiven der deutschsprachigen Entrepreneurship- & KMU-Forschung. Stuttgart: Ibidem.  Google Scholar
  58. Haugh, H./McKee, L. (2004): The cultural paradigm of the smaller firm. In: Journal of Small Business Management, 42 (4), 377–394.  Google Scholar
  59. Havemann, F. (2009): Einführung in die Biliometrie. Berlin: Gesellschaft für Wissenschaftsforschung.  Google Scholar
  60. Hennig-Thurau, T./Walsh, G./Schrader, U. (2003): Zeitschriftenranking des Verbandes der Hochschullehrer für Betriebswirtschaft. In: http://pbwi2www.unipaderborn.de/WWW/TEMP/VHB/NEW/VHB_WEB.NSF/Navigator?ReadForm&L3CTG=TOP~Verein~Zeitschriftenranking.  Google Scholar
  61. Hill, J./Wright, L. T. (2000): Defining the Scope of Entrepreneurial Marketing: A Qualitative Approach. In: Journal of Enterprising Culture, 8 (1), 23–46.  Google Scholar
  62. Hills, G. (1994): Marketing and entrepreneurship – the domain. In: Hills, G. (Hrsg.): Marketing and entrepreneurship – research ideas and opportunities. Westport: Greenwood Press, 5–10.  Google Scholar
  63. Hills, G./Hultman, C. (1999): Marketing behavior in growing firms – a challenge to traditional marketing knowledge. In: Hills, G./Siu, W./Malewicki, D. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 14–29.  Google Scholar
  64. Hills, G./LaForge, R.W. (1992a):Marketing and entrepreneurship: the state of the art. In: Sexton, D. L./Kasarda, J. D. (Hrsg.): The State of the Art of Entrepreneurship. Boston: Kent, 164–190.  Google Scholar
  65. Hills, G./LaForge, R.W. (1992b): Research at the marketing interface to advance entrepreneurship theory. In: Entrepreneurship: Theory & Practice, 16 (3), 91–100.  Google Scholar
  66. Hills, G. E. (1984): Market Analysis and Marketing in New Ventures: Venture Capitalists’ perceptions. In: Frontiers of Entrepreneurship Research, 167–182.  Google Scholar
  67. Hills, G. E. (1987): Research at the Marketing/Entrepreneurship Interface. Chicago, IL: University of Illinois.  Google Scholar
  68. Hills, G. E. (2002): Foreword. In: Bjerke, B. und HuItman, C. M. (Hrsg.): Entrepreneurial Marketing – The growth of small firms in the new economic era. Cheltenham/Northampton, MA: Edward Elgar, xi–xiii.  Google Scholar
  69. Hills, G. E./Hultman, C. M. (2006): Entrepreneurial Marketing. In: S. Lagrosen/G. Svensson (Hrsg.), From Marketing – Broadening the Horizons. Lund: Studentlitterature, 219–234.  Google Scholar
  70. Hills, G. E./Hultman, C. M./Kraus, S./Schulte, R. (2010): History, theory and evidence of entrepreneurial marketing – an overview. In: International Journal of Entrepreneurship and Innovation Management. 11 (1). 1–16.  Google Scholar
  71. Hills, G. E./Hultman, C. M./Miles, M. P. (2008): The Evolution and Development of Entrepreneurial Marketing. In: Journal of Small Business Management, 46 (1), 99–112.  Google Scholar
  72. Hitt, M. E./Ireland, R. D./Hoskisson, R. E. (2001): Strategic management: Competitiveness and Globalization. 4. Cincinatti: South-Western College Publishing.  Google Scholar
  73. Hult, G./Neese, W./Bashaw, R. (1997): Faculty perceptions of marketing journals. In: Journal of Marketing Education, 19 (1), 37–52.  Google Scholar
  74. Iannarelli, C. L. (1987): Marketing implementation strategies among owner managed small firms – A conceptual model of differences. In: Hills, G. E. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 101–106.  Google Scholar
  75. Jarillo, J. C. (1989): Entrepreneurship and Growth: The Strategic Use of External Resources. In: Journal of Business Venturing, 4 (2), 133–148.  Google Scholar
  76. Kaikati, A./Kaikati, J. (2004): Stealth Marketing – How to reach consumers surreptitously. In: CaliforniaManagement Review, 46 (4), 6–22.  Google Scholar
  77. Kao, R.W. Y. (1986): Market research and small new-venture start-up strategy. In: Journal of Small Business and Entrepreneurship, 3 (4), 36–42.  Google Scholar
  78. Kara, A./Spillan, J./DeShields, O. (2005): The effect of a market orientation on business performance – a study of small-sized service retailers using MARKOR scale. In: Journal of Small Business Management, 43 (2), 105–118.  Google Scholar
  79. King, C. (2006): Erfolgreiche Marketingstrategien für innovative technologieorientierte Unternehmensgründungen. Köln: Eul.  Google Scholar
  80. Kirzner, I. (1973): Competition and entrepreneurship. Chicago: UIC Press.  Google Scholar
  81. Kohli, A. K./Jaworski, B. J. (1990): Market orientation: the construct, research propositions, and managerial implications. In: Journal of Marketing. 54. 1–18.  Google Scholar
  82. Kollmann, T./Kuckertz, A. (2008): Implikationen des Market-Based-View für das Entrepreneurial Marketing. In: Freiling, J./Kollmann, T. (Hrsg.): Entrepreneurial Marketing. Besonderheiten, Aufgaben und Lösungsansätze für Gründungsunternehmen. Wiesbaden: Gabler, 47–61.  Google Scholar
  83. Kraus, S./Harms, R./Fink, M. (2010): Entrepreneurial Marketing: Moving beyond marketing in new ventures. In: International Journal of Entrepreneurship and Innovation Management, 10 (1), 19–34.  Google Scholar
  84. LaBarbera, P. A./Rosenberg, S. A. (1989): Marketing research and small entrepreneurial enterprises. In: Hills, G. E./LaForge, R.W./Parker, B. J. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 233–244.  Google Scholar
  85. LaForge, R./Miller, S. (1987): The moderating effects of company size on business level markting strategies. In: Hills, G. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 54–64.  Google Scholar
  86. Lee, K. S./Lim, G. H./Tan, S. J. (1999): Gray marketing – A low cost market penetration strategy for entrepreneurs. In: Hills, G. E./Siu, W.-S./Malewicki, D. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 02–116.  Google Scholar
  87. Levinson, J. C. (1984): Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business. Boston: Houghton Mifflin.  Google Scholar
  88. Lodish, L./Morgan, H./Kallianpur, A. (2001): Entrepreneurial marketing. New York: John Wiley & Sons.  Google Scholar
  89. Lumpkin, G. T./Dess, G. G. (1996): Clarifying the entrepreneurial orientation construct and linking it to performance. In: Academy of Management Review, 21 (1), 135–172.  Google Scholar
  90. Mankelow, G./Merrilees, B. (2001): Towards a Model of Entrepreneurial Marketing for Rural Women: A Case Study Approach. In: Journal of Developmental Entrepreneurship. 6(3). 221–235.  Google Scholar
  91. Mattmüller, R./Susen, S. (1995): Marketing-Defizite im Innovationsprozess technologieorientierter mittelständischer Unternehmen – State-of-the-Art und empirische Ergebnisse. In: Jahrbuch der Absatz- und Verbrauchsforschung, 159–186.  Google Scholar
  92. Mattsson, J./Praesto, A. (2005): The Creation of a Swedish Heritage Destination: An Insider’s View of Entrepreneurial Marketing. In: Scandinavian Journal of Hospitality and Tourism. 5 (2). 152–166.  Google Scholar
  93. McCartan-Quinn, D./Carson, D. (2003): Issues which impact upon marketing in the small firm. In: Small Business Economics, 21 (2), 201–213.  Google Scholar
  94. McDaniel, S.W./Parasuraman, A. (1985): Small business experience with and attitudes toward formal marketing research. In: American Journal of Small Business, 9 (4), 1–6.  Google Scholar
  95. McDaniel, S.W./Parasuraman, A. (1986): Practical guidelines for small business marketing research. In: Journal of Small Business Management, 24 (1), 1–8.  Google Scholar
  96. McGowan, P./Rocks, S. (1995): Entrepreneurial marketing networking and small firm innovation: some empirical findings. In: Hills, G. E./Muzyka, D. F./Omura, G. S./Knight, G. A. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 43–54.  Google Scholar
  97. Merrilees, B./Frazer, L. (2006): Entrepreneurial franchisees have hidden superior marketing systems. In: Qualitative Market Research: An International Journal. 9 (1). 73–85.  Google Scholar
  98. Meyer, J. (2000): Jahrbuch der KMU-Forschung – Marketing in kleinen und mittleren Unternehmen. München: Franz Vahlen Verlag.  Google Scholar
  99. Meziou, F. (1991): Areas of strength and weakness in the adoption of the marketing concept by small manufacturing firms. In: Journal of Small Business Management, 29 (4), 72–78.  Google Scholar
  100. Meziou, F. (1994): Pricing behaviour of small firms – An empirical analysis. In: Journal of Small Business and Entrepreneurship, 11 (3), 39–48.  Google Scholar
  101. Miles, M./Burns, O. (1994): Marketing as entrepreneurship – the relationship between the marketing orientation, the entrepreneurial orientation, and environmental uncertainty revisited. In: Hills, G./ Mohan-Neill, S. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 97–105.  Google Scholar
  102. Miles, M./Russell, G./Arnold, D. (1995): The interrelationship between the marketing orientation, the entrepreneurial orientation, and the quality orientation – an exploratory study. In: Hills, G./Muzyka, D./Omura, G./Knight, G. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 97–109.  Google Scholar
  103. Miles, M. P./Darroch, J. (2006): Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage. In: European Journal of Marketing, 40 (5/6), 485–501.  Google Scholar
  104. Mitesser, O. (2008): Latente semantische Analyse zur Messung der Diversität von Forschungsgebieten. Berlin: IfBB.  Google Scholar
  105. Mohan-Neill, S. I. (1995): The influence of firm’s age and size on its environmental scanning activitities. In: Journal of Small Business Management, 33 (4), 10–21.  Google Scholar
  106. Mohan-Neill, S. I. (1996): Market research and market scanning in new ventures – Myths, method or madness? In: Hills, G. E./Teach, R. D. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 307–316.  Google Scholar
  107. Morris, M. H./Berthon, P. R./Pitt, L. F./Murgolo-Poore, M. E./Ramshaw, W. F. (2001): An Entrepreneurial Perspective on the Marketing of Charities. In: Journal of Nonprofit & Public Sector Marketing. 9 (3). 75–87.  Google Scholar
  108. Morris, M. H./Kuratko, D. F./Covin, J. G. (2008): Corporate Entrepreneurship & Innovation, 2. Aufl., Mason, OH, USA: Thomson Higher Education.  Google Scholar
  109. Morris, M. H./Lewis, P. (1995): The determinants of entrepreneurial activity – implications for marketing. In: European Journal of Marketing, 29 (7), 31–48.  Google Scholar
  110. Morris, M. H./Paul, G.W. (1987): The Relationship between Entrepreneurship and Marketing in Established Firms. In: Journal of Business Venturing, 2 (3), 247–259.  Google Scholar
  111. Morris, M. H./Pitt, L. (1995): Informal entrepreneurship in the third world – a marketing perspective. In: Hills, G./Muzyka, D./Omura, G./Knight, G. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 405 – 433.  Google Scholar
  112. Morris, M. H./Schindehutte, M./LaForge, R.W. (2002a): Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. In: Journal of Marketing Theory & Practice, 10 (4), 1–19.  Google Scholar
  113. Morris, M. H./Schindehutte, M./LaForge, R.W. (2002b): The emergence of entrepreneurial marketing – nature and meaning. In: Welsch, H. (Hrsg.): Entrepreneurship – the way ahead. New York: Routledge, 91–104.  Google Scholar
  114. Murray, J. (1981): Marketing is the home for the entrepreneurial process. In: Industrial Marketing Management, 10 (2), 93–99.  Google Scholar
  115. Noteboom, B. (1994): Innovation and diffusion in small firm: Theory and evidence. In: Small Business Economics, 6 (5), 327–347.  Google Scholar
  116. Osborne, R. L. (1995): The essence of entrepreneurial success. In: Management Decision, 33 (7), 4–9.  Google Scholar
  117. Ottenbacher, M./Shaw, V./Ermen, D. (2006): The new service development process in successful small entrepreneurial firms. In: International Journal of Entrepreneurship and Innovation, 7 (2), 77–85.  Google Scholar
  118. Pelham, A. (2000): Market orientation and other potential influences on performance in small and medium-sized manufacturing firms. In: Journal of Small Business Management, 38 (1), 48–67.  Google Scholar
  119. Pelham, A./Wilson, D. (1997): Market orientation and other discriminating factors between high and low performing small manufacturing firms. In: Hills, G./Giglierano, J./Hultman, C. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 653–675.  Google Scholar
  120. Pitt, L. F./Berthon, P. R./Morris, M. H. (1997): Entrepreneurial pricing – The Cinderella of marketing strategy. In: Management Decision, 35 (5), 344–350.  Google Scholar
  121. Porter, M. E. (1980): Competitive strategy: Techniques for analyzing industries and competitors. New York: Free Press.  Google Scholar
  122. Ram, S./Forbes, S. J. (1990): Marketing variables that affect entrepreneurial success – An empirical investigation. In: Chicago: UIC, 99–103.  Google Scholar
  123. Reuber, A. R./Fischer, E. (2005): The company you keep – How young firms in different competitive contexts signal resputation through their customers. In: Entrepreneurship Theory and Practice, 29 (1), 57–78.  Google Scholar
  124. Reynolds, P./Day, J. (1994): Pricing for survival – Crisis pricing in small firms as a survival strategy. In: Hills, G. E./Mohan-Neill, S. T. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC.  Google Scholar
  125. Roberts, E. B. (1990): Evolving toward product and market-orientation – The early years of technology-based firms. In: Journal of Product Innovation Management, 7 (4), 274–287.  Google Scholar
  126. Rößl, D. (1995): Unsicherheiten in Absatzbeziehungen von KMU in den Reformländern und Strategien ihrer Bewältigung. In: Internationales Gewerbearchiv, 43 (1), 31–46.  Google Scholar
  127. Rößl, D. (2005): Marketing für Klein- und Mittelbetriebe – Spezifische Betrachtungslinien im Objektbereich. In: Holzmüller, H. H./Schuh, A. (Hrsg.): Innovationen im sektoralen Marketing. Heidelberg: Physica, 143–160.  Google Scholar
  128. Rößl, D./Kraus, S./Fink, M. (2007a): Entrepreneurial Marketing. In: WiSt –Wirtschafswissenschaftliches Studium. 12, 590–592.  Google Scholar
  129. Rößl, D./Kraus, S./Fink, M. (2007b): „Entrepreneurial Marketing“ als Erfolgsfaktor für Marketing in KMU. In: Lethmathe, P./Eigler, J./Welter, F./Kathan, D./Heupel, T. (Hrsg.): Management kleiner und mittlerer Unternehmen: Stand und Perspektiven der KMUForschung. Wiesbaden: Gabler. Auf Internet abrufbar: URL: http://www2.unisiegen.de/~f05eigl/beitraege/Entrepreneurial%20Marketing_Roessl_Fink_Kraus.pdf  Google Scholar
  130. Rößl, D./Kraus, S./Fink, M./Harms, R. (2009): Entrepreneurial Marketing: Geringer Mitteleinsatz mit hoher Wirkung. In: Marketing Review St. Gallen (Thexis – Fachzeitschrift für Marketing), 26 (1), 18–22.  Google Scholar
  131. Rüggeberg, H. (2003): Marketing für Unternehmensgründer – Von der ersten Geschäftsidee zumWachstumsunternehmen. Wiesbaden: Gabler.  Google Scholar
  132. Sashi, C./Lazer, W. (1991): Entrepreneurship, marketing strategy, and innovation. In: Hills, G./LaForge, R. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 202–213.  Google Scholar
  133. Say, J. (1807): Abhandlung über die National-Oekonomie oder einfache Darstellung der Art und Weise, wie die Reichthümer entstehen, vertheilt und verzehrt werden. Halle: Ruff.  Google Scholar
  134. Schumpeter, J. A. (1934): The theory of economic development. Cambridge: Harvard University Press.  Google Scholar
  135. Shane, S./Delmar, F. (2004): Planning for the market: Business planning before marketing and the continuation of organizing efforts. In: Journal of Business Venturing, 19 (6), 767–785.  Google Scholar
  136. Shaw, E. (1999): Networks and their relevance to the Entrepreneurial/Marketing Interface: A Review of the Evidence. In: Journal of Research in Marketing & Entrepreneurship. 1 (1), 24–40.  Google Scholar
  137. Shaw, E. (2004): Marketing in the social enterprise: is it entrepreneurial? In: Qualitative Market Research: An International Journal, 7 (3), 194–205.  Google Scholar
  138. Shaw, E./Carson, D. (1995): The emergence of entrepreneurial marketing: a new paradigm? In: Proceedings of the Marketing Education Group Annual Conference. 2. 713–723.  Google Scholar
  139. Simmonds, K. (1986): Marketing as innovation – The eighth paradigm. In: Journal of Management Studies, 23 (5), 479–500.  Google Scholar
  140. Siu, W./Kirby, D. (1996): Approaches to small firm marketing – a critique. In: Hills, G./Teach, R./Geursen, G. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 107–124.  Google Scholar
  141. Small, H. G. (1980): Co-citation Context Analysis and the Structure of Paradigms. In: Journal of Documentation, 36 (3), 183–196.  Google Scholar
  142. Stasch, S. F. (2002): Identifying successful low-budget marketing strategies for new ventures – A proposed evaluation procedure. In: Hills, G. E./Hansen, D. J./Solomon, G. T./Winslow, E.K. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 39–51.  Google Scholar
  143. Stephenson, H. B. (1984): The most critical problem fort he fledgling small business – Getting sales. In: American Journal of Small Business, 9 (1), 26–33.  Google Scholar
  144. Stevenson, H./Roberts, M./Grousbeck, H. (1994): New business ventures and the entrepreneur. 4. Homewood: McGraw-Hill Irwin.  Google Scholar
  145. Stokes, D. (1997): A Lesson in Entrepreneurial Marketing From the Public Sector. In: Marketing Education Review. 7 (3), 48–54.  Google Scholar
  146. Stokes, D. (2000a): Entrepreneurial marketing: a conceptualisation from qualitative research. In: Qualitative Market Research: An International Journal, 3 (1), 47–54.  Google Scholar
  147. Stokes, D. (2000b): Putting Entrepreneurship into Marketing: The Process of Entrepreneurial Marketing. In: Journal of Research in Marketing & Entrepreneurship. 2 (1), 1–16.  Google Scholar
  148. Stokes, D. (2002): Entrepreneurial Marketing in the Public Sector: The Lessons of Headteachers as Entrepreneurs. In: Journal of Marketing Management. 18. 397–414.  Google Scholar
  149. Stokes, D./Lomax, W. (2002): Taking control of word of mouth marketing: the case of an entrepreneurial hotelier. In: Journal of Small Business and Enterprise Development, 9 (4). 349–357.  Google Scholar
  150. Swan, J. E./Travick, I. F./Silva, D.W. (1985): How industrial salespeople gain customer trust. In: Industrial Marketing Management, 14 (3), 203–211.  Google Scholar
  151. Teach, R. D. (1990): Entrepreneurship and marketing – The pricing and distribution link to success. In: Hills, G. E./LaForge, R.W./Welsch, H. P. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 351–356.  Google Scholar
  152. Teach, R. D./Miles, M. P./Hansen, D. J. (2007): Academic Career Opportunities in Entrepreneurial Marketing: Revisiting Teach & Miles (1997). In: Journal of Entrepreneurship Education, 10, 85–100.  Google Scholar
  153. Teach, R. D./Schwartz, R. G. (1994): Pricing for entrepreneurial firms. In: Hills, G. E. (Hrsg.): Marketing and Entrepreneurship – Research ideas and opportunities. Westport: Quorum, 145–161.  Google Scholar
  154. Teach, R. D./Tarpley Jr., F. A. (1987): Entrepreneurial Marketing Myopia: The Software Case. In: Hills, G. E. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 259–269.  Google Scholar
  155. Tzokas, N./Carter, S./Kyriazopoulos, P. (2001): Marketing and Entrepreneurial Orientation in Small Firms. In: Enterprise and Innovation Management Studies. 2 (1), 19–33.  Google Scholar
  156. Van Aucken, H. E./Doran, B. M./Rittenburg, T. L. (1992): An empirical analysis of small business advertising. In: Journal of Small Business Management, 30 (2), 87–99.  Google Scholar
  157. Varadarajan, P. R. (1985): The sales promotion planning process in small retail businesses – An exploratory investigation. In: American Journal of Small Business, 9 (4), 23–33.  Google Scholar
  158. Venkataraman, S. (1997): The distinctive domain of entrepreneurship research. In: Advances in entrepreneurship, firm emergence and growth, 3 119–138.  Google Scholar
  159. Vermeulen, P. A. M. (2005): Uncovering barriers to complex incremental product innovation in small and medium-sized financial service firms. In: Journal of Small Business Management, 43 (4), 432–452.  Google Scholar
  160. Vitale, R./Giglierano, J./Miles, M. (2003): An exploratory study of selfadministrated quick-audits as a management diagnostic to assess marketing and entrepreneurial orientations in established and startup firms. In: Journal of Research in Marketing and Entrepreneurship, 6 (1), 64–77.  Google Scholar
  161. Voigt, K.-I. (1992): Strategische Planung und Unsicherheit. Wiesbaden: Gabler.  Google Scholar
  162. Welsh, J. A./White, J. F. (1980): A small business is not a little big business. In: Harvard Business Review, 59 (4), 18–32.  Google Scholar
  163. Wiersema, F. D. (2001): Strategic marketing: Linking marketing and corporate planning. In: European Journal of Marketing, 17 (6), 46–56.  Google Scholar
  164. Wilson, M. (2001): Establishing credibility in the absence of reputation. In: Hills, G. E./Hansen, D. J./Merrilees, B. (Hrsg.): Research at the Marketing/Entrepreneurship Interface. Chicago: UIC, 236–247.  Google Scholar
  165. Zeithaml, C./Zeithaml, V. (1984): Environmental management: Revising the marketing perspective. In: Journal of Marketing, 48 (2), 46–53.  Google Scholar

Abstract

This paper employs procedures of bibliometric (co-)citation procedure and of a literature analysis that is based on it; these procedures throw some light on the scientific landscape of research in entrepreneurial marketing as reflected in the literature as it stands today. The paper aims to structure the current research landscape of this discipline and thus to lay open possible fields of future research. It reveals that the vast majority of the work identified is situated at the interface between marketing and entrepreneurship, whereas issues of start-up research – particularly with regard to new, growth-oriented enterprises – are still hardly ever dealt with. The literature analysis also demonstrates that these papers are predominantly published in entrepreneurship journals and so far have only rarely appeared in innovation and pure marketing journals.

Contact

Duncker & Humblot GmbH Carl-Heinrich-Becker-Weg 9 12165 Berlin, Deutschland T: +49 30 790006-0

Quick Navigation

2024 Duncker & Humblot GmbH

Powered by CloudPublish

We use cookies to ensure that you get the best experience on our website. Learn more about how we use cookies.