Advancing entrepreneurial marketing: Evidence from born global firms

Sullivan Mort, Gillian, Weerawardena, Jay and Liesch, Peter (2012) Advancing entrepreneurial marketing: Evidence from born global firms. European Journal of Marketing, 46 3/4: 542-561.


Author Sullivan Mort, Gillian
Weerawardena, Jay
Liesch, Peter
Title Advancing entrepreneurial marketing: Evidence from born global firms
Journal name European Journal of Marketing  (ERA 2012 Listed)    (ERA 2010 Rank A)   Check publisher's open access policy
Publication date 2012
Sub-type Article
DOI 10.1108/03090561211202602
Volume number 46
Issue number 3/4
ISSN 0309-0566; 1758-7123
Start page 542
End page 561
Total pages 20
Place of publication Bingley, W. Yorks., United Kingdom
Publisher Emerald Group Publishing
Collection year 2013
Language eng
Formatted abstract Purpose – The purpose of this paper is to advance the domain of entrepreneurial marketing (EM) responding to the challenge to EM scholars to more fully develop EM as a school of marketing thought. The paper seeks to argue that the context of the born global firm is an appropriate and novel context in which to undertake this research.
Design/methodology/approach – The need to examine the processes of EM justifies the use of case study method. In total, nine born global firms, located in the three most populous states in Australia: Queensland, New South Wales and Victoria, were selected for study. The firms were drawn from hi-tech and low-tech industry sectors, and included online businesses, in an attempt to capture maximum theoretical variation.
Findings – The analysis identifies the four key strategies of entrepreneurial marketing as comprising opportunity creation, customer intimacy-based innovative products, resource enhancement and importantly, legitimacy. These core strategies of EM are identified by mapping to enhanced performance.
Research limitations/implications – Some may consider the born global context a limitation. Therefore, it is suggested that further empirical research could be undertaken on other cohorts of small to medium-sized enterprises (SMEs), such as service SMEs, to provide increased insight into the strategies and practices in the domain of EM. Quantitative research to operationalize the EM construct and model theoretical relationships is also suggested.
Originality/value – This paper advances the domain of EM into a new phase by empirically identifying four core strategies of EM. It finds that EM contributes to the achievement of superior performance in small firms through purposeful strategy based an effectuation approach.
Keyword Born global firms
Effectuation
Entrepreneurial marketing
Entrepreneurialism
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article
Collections: Official 2013 Collection
UQ Business School Publications
 
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Created: Thu, 29 Mar 2012, 11:51:06 EST by Karen Morgan on behalf of UQ Business School