CFP: Entrepreneurial Marketing (JSBE + RENT 2009 Budapest)

[entrepreneurship-phd at lists.uni-due.de]

From: Sascha Kraus [mailto:sascha.kraus at wu-wien.ac.at] 
Date: Tue 17 Mar 2009 16:38

Call for Abstracts (3 pages)

RENT 2009 (Research in Entrepreneurship & Small Business) Conference
(BUDAPEST, HUNGARY, NOVEMBER 19-20, 2009) Track on

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“Entrepreneurial Marketing”
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Entrepreneurial Marketing, i.e. the interface of the two research fields
entrepreneurship and marketing, is a scholarly concept that continues to
blossom. The quantity and quality of related research and writing is
increasing, and theoretical as well as empirical works are expanding the
frontiers of knowledge (Collinson & Shaw, 2001). Until recently, the two
fields had long been regarded as two entirely independent scholarly
domains (Hills & Hultman, 2006). However, research at the interface of
marketing and entrepreneurship seeks to bring the two disciplines
together, treating them as one (Carson et al., 1995), with some
researchers speaking of the emergence of a new paradigm (Collinson, 2002).

Several overlaps between these two disciplines could have been
identified. Successful entrepreneurs practice marketing, and the better
marketers are entrepreneurial (Day et al., 1998). Several
entrepreneurial activities, e.g. the identification of new
opportunities, the application of innovative techniques, the
commercialisation of products, or the successful satisfaction of
customer needs, are also fundamental aspects of marketing theory
(Collinson & Shaw, 2001).

Empirical evidence suggests that a significant relationship exists
between an enterprise’s marketing and entrepreneurial orientations, both
of which directly impact organisational success. A growing body of
literature has focused on the role of marketing in SMEs, although some
scholars have also addressed the application of entrepreneurial concepts
to the marketing side of an enterprise – regardless of organisation size
or age. In these cases, attempts have been made to transfer
entrepreneurial concepts to marketing concepts, such as marketing
strategy, product development, sales, or buyer behaviour. Many
entrepreneurial activities, such as the identification of new
opportunities, the application of innovative techniques, the
commercialisation of products, and the satisfaction of customer needs in
the chosen target market are also elementary aspects of marketing
theory. On the other hand, many researchers have tried to apply
marketing ideas to new enterprises. Without doubt, marketing plays a
crucial role not only in developing, producing, and selling products or
services, but also in guiding recruiting efforts and raising capital.
However, it can be concluded that successful entrepreneurs undertake
marketing in unconventional ways. Entrepreneurial firms in fact often
exhibit marketing behaviour which is very different to classic textbook
approaches (Hills et al., 2009). Entrepreneurial marketing often relies
on interactive marketing methods often communicated through
word-of-mouth rather than a more traditional marketing mix; monitoring
the marketplace through informal networks rather than formalised market
research, and generally adopting more entrepreneurial approaches to
marketing activities.

Nevertheless, research findings on the interrelation between marketing
and entrepreneurship are extremely fragmented so far, and there is no
integrated analysis or comprehensive theory yet (Kraus et al., 2009).
This special issue therefore aims at contributing to the theory building
of entrepreneurial marketing.

The authors of the best papers of this RENT 2009 track will receive the
opportunity to publish in special issue of the
Journal of Small Business and Entrepreneurship (JSBE)

We encourage researchers to present their ideas and concepts on the
theoretical foundation and the empirically induced design of
entrepreneurial marketing. Innovative work that challenges mainstream
literature is welcome.

Possible topics might include, but are not limited to:

•	Novel, innovative, risk-taking and proactive ways of marketing in new
or established enterprises (such as buzz marketing, guerrilla marketing,
viral marketing, internet marketing, public relations etc.)
•	Similarities, differences and interfaces of marketing and entrepreneurship
•	Marketing for start-ups and new ventures
•	Entrepreneurial advertising, pricing etc.
•	Relationship marketing
•	Leveraging limited marketing recourses
•	Identifying and evaluating marketing opportunities
•	Optimizing marketing/sales tools for an entrepreneurial setting

Abstracts on empirical work must include information on the relevant
theories being tested, methodology, data, and (expected) results. Papers
will be judged on significance, originality, relevance, and clarity.


Submission procedure:

Please upload your 3 pages abstract (Times New Roman, 12 points, single
spaced) as Word 2003/XP (.doc) document at the following online
submissions website:

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http://www.eiasm.org/frontoffice/eventLogin.asp?item=UPL&event_id=588
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(Track 18: Entrepreneurial Marketing)


Submission Deadline: June 1st, 2009.


The abstract should clearly highlight:

- the aim of the paper
- the contribution to the literature
- the methodology, results and implications.

Since all abstracts are reviewed using a double blind review process, it
is COMPULSARY that neither your name nor your contact details appear on
the submission (the authors are recognized in the system via their login)

To be acceptable, proposal MUST only be submitted through this web site !!!

TRACK CHAIRS:

Professor Sascha Kraus
University of Liechtenstein

Dr. Michèle O’Dwyer
University of Limerick, Ireland

Professor Audrey Gilmore
University of Ulster, UK