Entrepreneurial Marketing Coursework

Entrepreneurial Marketing
Entrepreneurial Marketing

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Entrepreneurial Marketing

Jones, R., & Rowley, J. (2011). Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 21(1): 25-36

This is the article which has made a substantial contribution to my enjoyment and understanding of entrepreneurial marketing. I chose this article as it recommends further development of the notion of entrepreneurial marketing toward the notion of entrepreneurial marketing orientation. The authors draw on the previous research and scales in the entrepreneurial orientation, customer orientation, market orientation, and innovation orientation literatures to propose a conceptual model for entrepreneurial marketing which identifies the elements of such a model, alongside particular signs of the overlap between scales in the dissimilar areas (Jones & Rowley, 2011).

According to this model, marketing in Small and Medium-sized Enterprises is interlinked with other behaviours and activities within the small business. The new conceptual model states that to understand marketing in Small and Medium-sized Enterprises, it is important to understand its context particularly relative to customer engagement, innovation as well as entrepreneurial approaches to marketing (Jones & Rowley, 2011). For this reason, the selected article has made a substantial contribution to the entrepreneurial marketing concept and has been very enlightening to me.  

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The key themes include entrepreneurial marketing, importance of small businesses to a country’s economy, and entrepreneurial marketing orientation. An acknowledgment of the importance of the interaction between marketing and entrepreneurship has resulted in the proposal of the notion of entrepreneurship marketing. The key messages of this article pertain to further exploration and development of the notion of entrepreneurial marketing.

The authors point out that the concept of entrepreneurial marketing is especially vital to the context of small business (Jones & Rowley, 2011). The authors of this article suggest that the entrepreneurial marketing paradigm has to be advanced to incorporate an approach to marketing which is grounded not just in the knowledge bases of marketing, but also of entrepreneurship, innovation, as well as customer relationships and engagement.

The authors particularly argue for the inclusion of the concept of customer orientation as a separate and distinctive aspect of entrepreneurial marketing instead of this concept being included under market orientation (Jones & Rowley, 2011).       

The argument that Jones and Rowley (2011) make is well balanced since it is objective, reasonable, and sensible. To evaluate their argument in the context of the wider literature, other researchers have been cited adequately and properly throughout the article. In the section of the article titled Reviewing the orientation literature, Rowley and Jones (2011) have summarized and conceptualized previous work on entrepreneurial orientation, customer orientation, market orientation, and innovation orientation scales with respect to Small and Medium-sized Enterprises.

Additionally, the scales which were utilized in informing the elements in the proposed Entrepreneurial Marketing Orientation model are identified and discussed in an exhaustive manner, citing various authors. For instance, they have pointed out that market orientation is recognized extensively as having a positive effect on the performance of businesses (Narver & Slater, 2010; Deshpande, 2010).  As a result of their validity, reliability and robustness, the MARKOR Scale which was developed by Kohli, Jaworski and Kumar (2011) and the Narver and Slater’s (2010) market orientation scale are utilized in the market orientation component of the proposed Entrepreneurial Marketing orientation.

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The notion of customer orientation is considered by some authors as the pillar of marketing (Jaworski & Kohli, 2010). The marketing advantage of a small company is precisely connected to the close correlations between the clients and the entrepreneur unlike in bigger companies in which it is somewhat harder to embed entrepreneurship and a customer orientation into its organizational culture (Zontanos & Anderson, 2010).

The authors of the selected article also point out that investigation of entrepreneurial orientation pertaining to research in Small and Medium-sized Enterprises includes the investigation of technological posture, market focus and entrepreneurial orientation by Salavou and Lioukas (2011). Additionally, Kreiser, Marino & Weaver (2010) suggest that research on entrepreneurial orientation has to include pro-activeness, risk taking, innovation and culture. The scales developed by Matsuno, Mentzer and Özsomer (2011) and the one developed by Knight (2010) are a reflection of the consensus viewpoint of the entrepreneurial orientation literature preferring valid and reliable orientation scales.

Thanks to the strong focus on innovation as an output and not as a firm behaviour, there are few innovation orientation measures to draw upon. The innovation orientation scale developed by Siguaw, Simpson and Enz (2010) is suitable for Jones and Rowley’s entrepreneurial marketing orientation model. Dimensions derived from this scale which are included into Jones and Rowley’s entrepreneurial marketing orientation model are as follows: stimulating, encouraging and sustaining innovation; and overarching knowledge infrastructure (Siguaw, Simpson & Enz, 2010).

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As clearly shown above, the authors that are cited by Jones and Rowley in their article say a lot about scales in the entrepreneurial orientation, customer orientation, market orientation, and innovation orientation.  On the whole, what is important in this article is that the authors have integrated discussion of entrepreneurial marketing activities in Small and Medium-sized Enterprises into the broader conceptual basis and frameworks of the field of small businesses and have also proposed a new model for entrepreneurial marketing orientation.

Conclusion

In conclusion, in practice, this article can help an SME to perform better in that it encourages SMEs to embrace and integrate the themes of entrepreneurial orientation, customer orientation, market orientation, and innovation orientation in the developing paradigm of entrepreneurial marketing. The SME firms should acknowledge that these orientations interact and operate dynamically depending on the market sector, size of the company, as well as development stage.  

References

Deshpande, R. (2010). Developing a Market Orientation. Thousand Oaks CA: SAGE

Jaworski, B. J & Kohli, A. K. (2010). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3): 53–70.

Jones, R., & Rowley, J. (2011). Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 21(1): 25-36

Knight, G. A. (2010). Cross-cultural reliability and validity of a scale to measure firm entrepreneurial orientation. Journal of Business Venturing, 12(3): 213–225.

Kohli, A. K., Jaworski, B. J & Kumar, A. (2011). MARKOR: A measure of market orientation. Journal of Marketing Research, 30(4): 467–477.

Kreiser, P., Marino, L. D & Weaver, K. M (2010). Assessing the psychometric properties of the entrepreneurial scale: A multi-country analysis. Entrepreneurship, Theory and Practice, 26(4): 71–94.

Matsuno, K., Mentzer, J. T & Özsomer, A. (2011). The effects of entrepreneurial proclivity on business performance. Journal of Marketing, 66(3): 18–32.

Narver, J. C & Slater, S. F (2010). The effect of a market orientation on business profitability. Journal of Marketing, 54: 20–35.

Salavou, H & Lioukas, S. (2011). Radical product innovations in SMEs: The dominance of entrepreneurial innovation. Creativity and Innovation Management, 12(2): 94–108.

Siguaw, J. A., Simpson, P. M & Enz, C. A. (2010). Conceptualizing innovation orientation: A scale for study and integration of innovation research. Journal of Product Innovation Management, 23(6): 556–574.

Zontanos, G., & Anderson, A. R. (2012). Relationships, marketing and small business: An exploration of links in theory and practice. Qualitative Market Research: An International Journal, 7(3): 228–236.

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