New approaches to heuristic processes and entrepreneurial cognition of the market

New approaches to heuristic processes and entrepreneurial cognition of the market Purpose – The purpose of this paper is to examine the contribution that the study of heuristic processes can make to a better understanding of the gap between marketing theory and practice, particularly in small and medium‐sized enterprises (SMEs). The term entrepreneurial marketing is used to refer to the marketing content of the entrepreneurial role. Design/methodology/approach – The literature review is supplemented with the results of an empirical research study conducted by the author over the last ten years on SMEs in the fashion industry. Findings – The paper investigates how entrepreneurs generate and share heuristics to produce and use knowledge about markets. Based on an in‐depth review of the literature, the paper develops the idea that this evolution of heuristics studies is of prime interest to an understanding of the specific features of the marketing content of the entrepreneurial role. Originality/value – The paper provides a conceptual perspective based on the study of heuristics with the aim to provide a new basis to the debate on bridging the gap between theory and practice of marketing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

New approaches to heuristic processes and entrepreneurial cognition of the market

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1471-5201
D.O.I.
10.1108/14715201211271410
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine the contribution that the study of heuristic processes can make to a better understanding of the gap between marketing theory and practice, particularly in small and medium‐sized enterprises (SMEs). The term entrepreneurial marketing is used to refer to the marketing content of the entrepreneurial role. Design/methodology/approach – The literature review is supplemented with the results of an empirical research study conducted by the author over the last ten years on SMEs in the fashion industry. Findings – The paper investigates how entrepreneurs generate and share heuristics to produce and use knowledge about markets. Based on an in‐depth review of the literature, the paper develops the idea that this evolution of heuristics studies is of prime interest to an understanding of the specific features of the marketing content of the entrepreneurial role. Originality/value – The paper provides a conceptual perspective based on the study of heuristics with the aim to provide a new basis to the debate on bridging the gap between theory and practice of marketing.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Oct 12, 2012

Keywords: Entrepreneurial marketing; Creative thinking; Marketing decisions; Marketing; Entrepreneurialism; Small to medium‐sized enterprises

References

  • Modeling new product screening decisions
    Baker, K.G.; Albaum, G.S.
  • Bounded and rational
    Gigerenzer, G.
  • Heuristic decision making
    Gigerenzer, G.; Gaissmaier, W.
  • Cognitive trails in strategic decision‐making: linking theories of personalities and cognitions
    Haley, U.C.; Stumpf, S.A.
  • The evolution and development of entrepreneurial marketing
    Hills, G.E.; Hultman, C.M.; Miles, M.P.
  • Cognition in organizations
    Hodgkinson, G.P.; Healey, M.P.
  • Cognitive simplification processes in strategic decision making
    Schwenk, C.R.
  • Information processing models of cognition
    Simon, H.A.
  • Invariants of human behavior
    Simon, H.A.
  • Constructivist and ecological rationality in economics
    Smith, V.L.

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