The Marketing-Entrepreneurship Interface: A Contextual and Practical Critique of the Role of Entrepreneurship

In the late nineteen eighties, Hills proposed that marketing scholars should pay far more attention to entrepreneurship and the smaller enterprise. He founded an annual research symposium and associated proceedings published under the title of Research at the Marketing/Entrepreneurship Interface. The symposia and proceedings still flourish and both the Academy of Marketing in the UK and the American Marketing Association have special interest groups for this area.
This thesis is concerned with the contribution that entrepreneurship can make to understanding this interface. Without a robust definition of entrepreneurship, the interface simply becomes a study of a very common and disparate organisational form - Small to Medium Sized Enterprises (SMEs). There is no shame in this for they deserve our interest, support and help. Without an understanding of the entrepreneurship component of the interface that help and support might be less effective than we, and they, would desire. Small business is not a little large business, they operate in very different circumstances with very much fewer resources to hand, and, because of who they are may have very different motivations and skill sets. Not necessarily worse but different. So entrepreneurial marketing might offer different insights, and help, compared to a standard academic approach to small business.
This is a PhD by published work and twenty-three submissions are organised into four themes and form a core for discussion. The first theme considers appropriate definitions of entrepreneurship and the role they play in conceptualising the interface. The second theme considers how adopting an entrepreneurial marketing approach could guide and inform the SME in two particular respects: addressing critical situations and developing and maintaining appropriate relationships. This theme is considering entrepreneurial marketing within the SME. The third theme considers firstly entrepreneurial marketing extended away from the SME to larger organisations in both public and private ownership and to a particular form of public art where participants can be small or large and in either public or private ownership. Secondly the experience of organisations within a cluster and SMEs within a conflict zone are considered. The distinguishing focus of this third theme is that it extends the interface away from the traditional focus on SMEs. Whilst it was natural for the interface to arise out of a desire to understand a neglected organisational form in marketing – it can be applied in other contexts. The final theme considers how the author’s conceptualisation of the interface has informed their teaching and the implications for practical business support.
A fundamental argument that is made in respect of understanding the role of entrepreneurship within entrepreneurial marketing is that we should not treat entrepreneurship as an absolute attribute which would direct us into classifying people simply into entrepreneurs as opposed to non-entrepreneurs. Entrepreneurs range from the exceptional ‘stellar’ entrepreneur to those who are imitative of current market offerings and we should work across this range appropriately.
Having discussed both an appropriate definition and role for entrepreneurship within the marketingentrepreneurship interface the implications of such a view are illustrated through considering the different contexts discussed in themes two and three above and reflecting upon the delivery of teaching programmes based partly or wholly on the notion of the marketing-entrepreneurship interface.
The work is a critique of the role of entrepreneurship within the interface. The contexts selected and discussed draw out practical lessons for a wide range of individuals from undergraduates through SMEs to larger organisations in either private or public ownership.