Entrepreneurial marketing: A validated mainstream growth strategy for turbulent times

Many of the companies which have sustained performance both during and after the Great Recession are those which utilise entrepreneurial marketing. One unique characteristic of these organisations is there commitment to... [ view full abstract ]

Many of the companies which have sustained performance both during and after the Great Recession are those which utilise entrepreneurial marketing. One unique characteristic of these organisations is there commitment to seeking growth through a willingness to break existing conventions. Key attributes associated with this activity include exploitation of technology, visionary leadership, long term commitment to sustaining market growth through exploiting technology, involvement in open innovation, the acquisition of new knowledge and existence of an ambidextrous organisational structure. One or two of attributes may also be encountered in conventional organisations. What appears to be unique about entrepreneurial marketing is firms exploiting this philosophy usually engage in the utilisation of all, or virtually all, of these attributes.