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Drs. Sascha Kraus, Michle ODwyer & Audrey Gilmore: Entrepreneurial Marketing

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Call for PaperAbstracts (1-2 pages)

for the

Panel Session on

Entrepreneurial Marketing

Entrepreneurial Marketing, i.e. the interface of the two research fields entrepreneurship and

marketing, is a scholarly concept that continues to blossom. The quantity and quality of

related research and writing is increasing, and theoretical as well as empirical works are

expanding the frontiers of knowledge (Collinson & Shaw, 2001). Until recently, the two fields

had long been regarded as two entirely independent scholarly domains (Hills & Hultman,

2006). However, research at the interface of marketing and entrepreneurship seeks to bring

the two disciplines together, treating them as one (Carson et al., 1995), with some researchers

speaking of the emergence of a new paradigm (Collinson, 2002).

Several overlaps between these two disciplines could have been identified. Successful

entrepreneurs practice marketing, and the better marketers are entrepreneurial (Day et al.,

1998). Several entrepreneurial activities, e.g. the identification of new opportunities, the

application of innovative techniques, the commercialisation of products, or the successful

satisfaction of customer needs, are also fundamental aspects of marketing theory (Collinson &

Shaw, 2001).

Empirical evidence suggests that a significant relationship exists between an enterprises

marketing and entrepreneurial orientations, both of which directly impact organisational

success. A growing body of literature has focused on the role of marketing in SMEs, although

some scholars have also addressed the application of entrepreneurial concepts to the

marketing side of an enterprise regardless of organisation size or age. In these cases,

attempts have been made to transfer entrepreneurial concepts to marketing concepts, such as

marketing strategy, product development, sales, or buyer behaviour. Many entrepreneurial

activities, such as the identification of new opportunities, the application of innovative

techniques, the commercialisation of products, and the satisfaction of customer needs in the

chosen target market are also elementary aspects of marketing theory. On the other hand,

many researchers have tried to apply marketing ideas to new enterprises. Without doubt,

marketing plays a crucial role not only in developing, producing, and selling products or

services, but also in guiding recruiting efforts and raising capital. However, it can beconcluded that successful entrepreneurs undertake marketing in unconventional ways.

Entrepreneurial firms in fact often exhibit marketing behaviour which is very different to

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classic textbook approaches (Hills et al., 2009). Entrepreneurial marketing often relies on

interactive marketing methods often communicated through word-of-mouth rather than a

more traditional marketing mix; monitoring the marketplace through informal networks rather

than formalised market research, and generally adopting more entrepreneurial approaches to

marketing activities.

Nevertheless, research findings on the interrelation between marketing and entrepreneurship

are extremely fragmented so far, and there is no integrated analysis or comprehensive theory

yet (Kraus et al., 2009). This special issue therefore aims at contributing to the theory building

of entrepreneurial marketing.

The authors of the best papers of this panel session will receive the

opportunity to publish in special issue of the

Journal of Small Business and Entrepreneurship (JSBE)

We encourage researchers to present their ideas and concepts on the theoretical foundation

and the empirically induced design of entrepreneurial marketing. Innovative work that

challenges mainstream literature is welcome.

Possible topics might include, but are not limited to:

Novel, innovative, risk-taking and proactive ways of marketing in new or establishedenterprises (such as buzz marketing, guerrilla marketing, viral marketing, internet

marketing, public relations etc.) Similarities, differences and interfaces of marketing and entrepreneurship Marketing for start-ups and new ventures Entrepreneurial advertising, pricing etc. Relationship marketing Leveraging limited marketing recourses Identifying and evaluating marketing opportunities Optimizing marketing/sales tools for an entrepreneurial settingAbstracts on empirical work must include information on the relevant theories being tested,

methodology, data, and (expected) results. Papers will be judged on significance, originality,

relevance, and clarity.

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Submission procedure:

Please send your 1-2 pages abstract (max. 500 words, double-spaces, Times New Roman 12)

as Word 2003/XP (.doc) attachment to:

[email protected]

No Word 2007/Vista (.docx) documents!

Submission Deadline (extended): February 21, 2009.

TRACK CHAIRS:

Dr. Sascha Kraus

University of [email protected]

Dr. Michle ODwyer

University of Limerick, Ireland

[email protected]

Professor Audrey Gilmore

University of Ulster, UK

[email protected]

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