Entrepreneurial marketing: Scale development and validation in the small firm context
Fiore, Ann Marie
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.
This is a proceeding from USASBE 2013 Conference (2013). Posted with permission.