Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage

Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage Purpose – The paper aims to explore how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage. Design/methodology/approach – The paper applies past research on entrepreneurial marketing and entrepreneurship with examples from a long‐term case study of firms in New Zealand, Sweden, the UK, and the USA to illustrate how entrepreneurial marketing processes can be strategically employed by large firms to create or discover, assess, and exploit entrepreneurial opportunities more effectively and efficiently. Findings – The paper offers insight into how large firms leverage entrepreneurial marketing processes to gain advantage. The findings suggest that, in free and open markets, entrepreneurial marketing processes can be strategically employed to create superior value for the firm's customers and owners. Originality/value – The paper contributes to the work of both academics working at the marketing/entrepreneurship interface and executives seeking to leverage marketing to create competitive advantage. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage

European Journal of Marketing, Volume 40 (5/6): 17 – May 1, 2006

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560610657804
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper aims to explore how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage. Design/methodology/approach – The paper applies past research on entrepreneurial marketing and entrepreneurship with examples from a long‐term case study of firms in New Zealand, Sweden, the UK, and the USA to illustrate how entrepreneurial marketing processes can be strategically employed by large firms to create or discover, assess, and exploit entrepreneurial opportunities more effectively and efficiently. Findings – The paper offers insight into how large firms leverage entrepreneurial marketing processes to gain advantage. The findings suggest that, in free and open markets, entrepreneurial marketing processes can be strategically employed to create superior value for the firm's customers and owners. Originality/value – The paper contributes to the work of both academics working at the marketing/entrepreneurship interface and executives seeking to leverage marketing to create competitive advantage.

Journal

European Journal of MarketingEmerald Publishing

Published: May 1, 2006

Keywords: Large enterprises; Competitive advantage; Marketing; Entrepreneurialism

References

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