Relationship between Entrepreneurial Firms, Entrepreneurial Marketing and Effectual Behaviour – A Literature Review

International Journal of Economics and Management Studies
© 2017 by SSRG - IJEMS Journal
Volume 4 Issue 4
Year of Publication : 2017
Authors : Gururaj G. Phatak, Dr. Ashwinikumar B J
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How to Cite?

Gururaj G. Phatak, Dr. Ashwinikumar B J, "Relationship between Entrepreneurial Firms, Entrepreneurial Marketing and Effectual Behaviour – A Literature Review," SSRG International Journal of Economics and Management Studies, vol. 4,  no. 4, pp. 1-8, 2017. Crossref, https://doi.org/10.14445/23939125/IJEMS-V4I4P101

Abstract:

Traditionally speaking, marketing and entrepreneurship has been looked upon as something distinct and unreasonable relationship. However, the studies till today have contributed to collate these two disciplines. Studies also identified and evaluated the relationships between these two fields theoretically as well as practically. In last two decades a new area of marketing is identified, focused and called as “Entrepreneurial Marketing”. Entrepreneurial Marketing has grown as discipline as well as subject in various management schools. Entrepreneurial Marketing helps the firms to adopt bold postures in changing business environment. Entrepreneurial Marketing is originated from two major discipline’s namely Entrepreneurship and Marketing. Entrepreneurial Firms commonly known as owner managed firms has the characteristics of Innovation, Risk Taking, and Pro-activeness which are similar to dimensions of Effectual Behaviour of Entrepreneurs. The aim this paper is to bring out origin and development of Entrepreneurial Marketing, How definitions of Entrepreneurial marketing and its dimensions changed over period of time. What is effectual behaviour and to build the relationship between entrepreneurial marketing and effectual behaviour.

Keywords:

Entrepreneurship, Marketing, Entrepreneurial Firms, Entrepreneurial Marketing, Effectual Behaviour.

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