Entrepreneurial Marketing: Is Entrepreneurship the Way Forward for Marketing?

Abstract

Being “entrepreneurial” it seems has moved beyond what entrepreneurs do. Confronted with shrinking resources, technologically savvy consumers and a global financial crisis, everyone is asked to be entrepreneurial (i.e. creative, innovative, etc.) in the way they conduct business. If marketing is about value-creation; businesses, organizations and even governments need to reflect on how else value can be derived/created for their stakeholders beyond traditional marketing perspectives.