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Large firms, entrepreneurial marketing and the cycle of competitive advantage

Citation

Miles, M and Darroch, J, Large firms, entrepreneurial marketing and the cycle of competitive advantage, European Journal of Marketing, 40, (5-6) pp. 393-400. ISSN 0309-0566 (2006) [Refereed Article]


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Copyright Statement

Copyright 2006 Emerald Group Publishing

Official URL: http://www.emeraldinsight.com/

DOI: doi:10.1108/03090560610657804

Abstract

Purpose: The paper aims to explore how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage.

Design/methodology/approach: The paper applies past research on entrepreneurial marketing and entrepreneurship with examples from a long-term case study of firms in New Zealand, Sweden, the UK, and the USA to illustrate how entrepreneurial marketing processes can be strategically employed by large firms to create or discover, assess, and exploit entrepreneurial opportunities more effectively and efficiently.

Findings: The paper offers insight into how large firms leverage entrepreneurial marketing processes to gain advantage. The findings suggest that, in free and open markets, entrepreneurial marketing processes can be strategically employed to create superior value for the firm's customers and owners.

Originality/value: The paper contributes to the work of both academics working at the marketing/entrepreneurship interface and executives seeking to leverage marketing to create competitive advantage.

Item Details

Item Type:Refereed Article
Keywords:competitive advantage, entrepreneurialism, large enterprises, marketing
Research Division:Commerce, Management, Tourism and Services
Research Group:Business and Management
Research Field:Organisational Planning and Management
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Miles, M (Professor Morgan Miles)
ID Code:67830
Year Published:2006
Web of Science® Times Cited:45
Deposited By:Management
Deposited On:2011-03-08
Last Modified:2013-09-09
Downloads:13 View Download Statistics

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