Entrepreneurial Marketing and the Zarathustrian Entrepreneur: Thoughts, Words and Deeds

Examines factors that have shaped entrepreneurial cognition/practice in Zarathustrian entrepreneurs (the world’s oldest monotheistic religious community). Zarathustrianism has not only been instrumental in shaping nascent... [ view full abstract ]

Examines factors that have shaped entrepreneurial cognition/practice in Zarathustrian entrepreneurs (the world’s oldest monotheistic religious community). Zarathustrianism has not only been instrumental in shaping nascent civilisation of ancient Iran, but has also wielded a considerable influence on Biblical religions and Greaco-Roman philosophical thought. Zarathustra gave his followers a basic and comprehensive ethical rule to live by, namely to think Good Thoughts, speak Good Words and perform Good Deeds. This paper explores the impact of these basic tenets on Zarathustrian entrepreneurship.

A qualitative research design based on the Carson et al. (2005) perspectives on an ‘integrative multiple mix of methodologies’ is used. Use of Narrative Theory and Life-story Techniques is overlaid by using the EMICO framework, a qualitative research model developed by Jones and Rowley (2009) as the basis for exploring ‘entrepreneurial marketing and the Zarathustrian entrepreneur’.

The findings reveal that the framework is lacking in two particular areas; Family Support and Religio-Cultural Identity/Influences of business practice.

The paper makes a significant contribution to the EM and ethnic entrepreneurship literature by first of all re-developing and re-naming the framework, 2e(EMICO), and secondly by extending the knowledge in respect to Zarathustrian entrepreneurship, about which nothing currently exists in the EM literature.