eCite Digital Repository
Entrepreneurial marketing and university education
Citation
Hills, G and Hultman, C and Miles, M, Entrepreneurial marketing and university education, Handbook of Research in Entrepreneurship Education, Edward Elgar Publishing Ltd, Fayolle, A. (ed), Northampton, pp. 219-229. ISBN 9781845421069 (2007) [Research Book Chapter]
![]() | PDF Not available 2Mb |
Copyright Statement
Copyright © 2011 Edward Elgar Publishing Ltd.
Official URL: http://www.e-elgar.com/
Abstract
Throughout the last century, the content of marketing courses has been focused on understanding
the practices and processes within large corporations; however, interest in the
marketing practices of small and medium-sized enterprises (SMEs) and by entrepreneurs
has been increasing both in the US and globally. It is now recognized that 99.7 percent
of all US employers are classified as small and 90 per cent of these businesses employ
fewer than 20 people. Small and medium-sized enterprises contribute 50 per cent of
private sector income and 54 percent of the private sector jobs in the US and most of the
net new job growth (US SBA, 2004). While employment opportunities have shifted away
from traditional large corporations to SMEs, marketing education has not reflected this
change. In this chapter we adopt Venkataraman's (1997, p. 123) perspective that entrepreneurship
is the nexus of entrepreneurial 'opportunity and enterprising individuals'.
This definition of entrepreneurship is broad enough to include individual and organizational
venturing, strategic renewal, and social entrepreneurship. Entrepreneurial marketing
is explicitly linking Venkataraman's (1997) nexus of entrepreneurial opportunities and
individuals with the value-creating, need-satisfying mechanisms of marketing. While
entrepreneurial marketing can be applied in any organizational context from a new
venture to a large established corporation, we take the position in this chapter that high-growth
SMEs have unique resource constraints, marketing processes, and marketing strategy - implementation issues which are the focus of the present study.
Item Details
Item Type: | Research Book Chapter |
---|---|
Keywords: | small and medium-sized enterprises, SME, entrepreneurship, entrepreneurial marketing, university education |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Strategy, management and organisational behaviour |
Research Field: | Entrepreneurship |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Management |
UTAS Author: | Miles, M (Professor Morgan Miles) |
ID Code: | 68603 |
Year Published: | 2007 |
Deposited By: | Management |
Deposited On: | 2011-03-15 |
Last Modified: | 2013-04-04 |
Downloads: | 3 View Download Statistics |
Repository Staff Only: item control page