Professional Documents
Culture Documents
for the
Panel Session on
“Entrepreneurial Marketing”
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).
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Drs. Sascha Kraus, Michèle O’Dwyer & Audrey Gilmore: Entrepreneurial Marketing
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.
The authors of the best papers of this panel session 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.
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.
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Drs. Sascha Kraus, Michèle O’Dwyer & Audrey Gilmore: Entrepreneurial Marketing
Submission procedure:
Please send your 1-2 pages abstract (max. 500 words, double-spaces, Times New Roman 12)
as Word 2003/XP (.doc) attachment to:
sascha.kraus@wu-wien.ac.at
TRACK CHAIRS:
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