An exploratory study conceptualising marketing thought in entrepreneurial medium-sized firms in high-tech and conventional industries in France, Germany and Italy

Keith J. Perks, Paurav Shukla

Research output: Contribution to journalArticle

Abstract

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.
Original languageEnglish
Pages (from-to)192-211
Number of pages20
JournalInternational Journal of Entrepreneurship and Small Business
Volume6
Issue number2
DOIs
Publication statusPublished - 2008

Keywords

  • marketing
  • medium-sized enterprises
  • entrepreneurial mindset
  • education
  • entrepreneurship
  • market orientation

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