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Entrepreneurial marketing and university education


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]

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Copyright 2011 Edward Elgar Publishing Ltd.

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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

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