JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Marketing Entrepreneurship: Linking Alertness to Entrepreneurial
Opportunities with Strategic Orientations
Author(s): Gordon T. Gray, Stacia Wert-Gray
Citation: Gordon T. Gray, Stacia Wert-Gray, (2012) "Marketing Entrepreneurship: Linking Alertness to Entrepreneurial Opportunities with Strategic Orientations," Vol. 6, Iss. 3, pp. 105 - 119
Article Type: Research paper
Publisher: North American Business Press
Marketing and entrepreneurship have long been recognized as two key responsibilities for firms. Research efforts, however, have generally considered the two separately or examined integration only in specific contexts. This paper, building upon Austrian economics and marketing perspectives, presents marketing and entrepreneurship as synonymous and explores the means by which a firm’s marketing function may fulfill its entrepreneurial role. Strategic orientations, it is suggested, serve to alert marketing entrepreneurs to opportunities by focusing attention on aspects of the firm’s environment. Testable propositions linking alertness to opportunities, strategic orientations, and market maturity are presented. Both managerial and research implications are discussed.