An empirical study of entrepreneurial marketing; framework of essential marketing concepts as a guide for entrepreneurs

Abstract

Although there has been a tremendous amount of research carried out on entrepreneurial marketing, there is little research that is focused on the concepts that entrepreneurs need from conventional marketing, during their entire journey. Through this research, we tried to develop a framework that relates the four core dimensions of entrepreneurial marketing like Entrepreneurial Orientation, Market Orientation, Innovation Orientation and Customer Orientation (Rosalind Jones, Mari Suoranta and Jennifer Rowley, 2012)to the appropriate concepts in traditional marketing and to different stages of the start-up. This model works as a reference for future development of a marketing course specially for entrepreneurs