Entrepreneurial marketing: Scale development and validation in the small firm context

Date
2013-01-01
Authors
Niehm, Linda
Hurst, Jessica
Son, Jihyeong
Fiore, Ann Marie
Sadachar, Amrut
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Altmetrics
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Fiore, Ann
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Research Projects
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Abstract

Entrepreneurial marketing (EM) is seen as an integral component of small business success (Hills, Hultman, & Miles, 2008). It is generally conceptualized as marketing processes that firms undertake in ambiguous and resource constrained conditions. However, Ionita (2012) maintained that the EM construct is still under-developed and lacks a unifying theory, leading to fragmented research efforts. The present study addresses scale development and validation of the EM construct, to enhance consistency among measures used in empirical studies.

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This is a proceeding from USASBE 2013 Conference (2013). Posted with permission.

Keywords
marketing process, EM, marketing models
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