Entrepreneurship and Marketing

In August the 25th annual Global Research Symposium on Marketing and Entrepreneurship will be held in Rio. There is a journal known as the Journal of Research in Marketing and Entrepreneurship that has been around for a couple of decades. And there is an active and well-run Entrepreneurship SIG in the American Marketing Association. Yet these are exceptions: generally in academia when entrepreneurship does not have its own domain it is included in Management, not Marketing. Why?

Why management, not marketing?

I have known and studied a number of entrepreneurs. I have yet to hear one say: “I wish I had studied more about strategy.” Or “I wish I had studied HR.” Or “I wish I knew more about transactional leadership!” What I have heard is “I wish I knew more about selling” or “I wish I knew more about marketing.” So why isn’t e-ship often included in marketing?

Some of it may come from the leadership of management scholar Drucker (who also wisely noted that ALL that matters for firms is marketing and innovation). And some of it is likely due to some of my Brethren in Marketing who see themselves as applied psychologists and are somewhat hostile to crude capitalists such as salespersons and entrepreneurs. However, in a world of lean startups and effectuation, it is clear that understanding markets and clients are key skills of entrepreneurship.

So I would like to tip my hat to Marketers such as Gerry Hills, David Carson, and Glenn Omura who are studying entrepreneurship and trying to keep it in its proper domain!

Journal of Research in Marketing and Entrepreneurship @J_RME  http://www.emeraldinsight.com/products/journals/journals.htm?id=jrme

2011 symposium:       http://2011rsme.com/author/2011rsme/

This entry was posted in effectuation, entrepreneurship, experiential innovation, Slow Burn Entrepreneurship and tagged , , . Bookmark the permalink.

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