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2023 | OriginalPaper | Buchkapitel

Entrepreneurial Marketing: An Approach-Based Paradigm Shift to Marketing

verfasst von : Hanin Damer, Shafig Al-Haddad, Ra’ed Masa’deh, Muhammad Turki Alshurideh

Erschienen in: The Effect of Information Technology on Business and Marketing Intelligence Systems

Verlag: Springer International Publishing

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Abstract

This paper aims to augment the research field of Entrepreneurial Marketing (EM) as a concept and approach, and the substantial differences it holds in comparison to the prevailing giving of the marketing. In doing so, the research aims to explore and analyze the causes and drivers that resulted in the emergence of EM as a new school of thought and conceptualize the paradigm shift EM is providing to the prevailing giving of the marketing field. Grounded theory and logical argumentation based on the literature review including both qualitative and quantitative research, to develop the argument leading to conceptualizing the proposed approach-based paradigm. The research conceptualizes a proposed paradigm to formalized marketing with four main components comprising it: resilient management; scalable/gradual matter of sub-frames including multi-dimensional orientation effectual-causal, proactiveness-reactiveness; living strategic process, and Entrepreneurial Innovation. This paper represents the first bold proposal on the need for a paradigm shift to the prevailing marketing giving and introduces a frame for conceptualized paradigm. Specifically, does the body of literature in EM provide a base toward a paradigm shift of the prevailing of marketing giving or only a new school of thought?

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Titel: Entrepreneurial Marketing: An Approach-Based Paradigm Shift to Marketing
verfasst von: Hanin Damer
Shafig Al-Haddad
Ra’ed Masa’deh
Muhammad Turki Alshurideh
Verlag: Springer International Publishing
Buch: The Effect of Information Technology on Business and Marketing Intelligence Systems
Print ISBN: 978-3-031-12381-8

Electronic ISBN: 978-3-031-12382-5

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-031-12382-5_85

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