The research on the interface between entrepreneurship and marketing has emerged as one of the major research constructs in the past decade. We employ a grounded theory and multiple case methodology approach exploring perceptions and practices of marketing among entrepreneurs in medium-sized firms in France, Germany and Italy in conventional and high-tech industries. We examine the ideas of entrepreneurs on various market orientation issues identified in the literature, namely, opportunistic behaviour, sales and marketing approach, visioning of the future, and customer orientation.
|Number of pages||20|
|Journal||International Journal of Entrepreneurship and Small Business|
|Publication status||Published - 2008|
- medium-sized enterprises
- entrepreneurial mindset
- market orientation