Dear colleagues,
please find below a CfP for the
International Journal of Entrepreneurship and Innovation Management (IJEIM)
Special Issue on: "Entrepreneurial Marketing - The Interface between
Marketing and Entrepreneurship"
Paper Submission Deadline: 14 January 2008
Guest Editors:
Prof. Dr. Sascha Kraus, Salzburg University of Applied Sciences, Austria
Prof. Dr. Reinhard Schulte, Leuphana University, Germany
Entrepreneurial marketing is a term which is receiving increasing use.
It essentially encompasses two very distinct areas of management:
marketing and entrepreneurship. Several overlaps between these two
disciplines have recently become obvious. Empirical evidence suggests
that a significant relationship exists between an enterprise?s
marketing and entrepreneurial orientations exists, both widely being
responsible for corporate success.
A notable amount of academic work towards this topic has been on the
role of marketing in SMEs, although some scholars have also addressed
the application of entrepreneurial thinking towards the marketing side
of an enterprise, regardless of whether it is a large, established,
new or young venture. In these cases, attempts have been made to
transfer entrepreneurial concepts to marketing concepts, such as
marketing strategy, product development, sales, or buyer behaviour. On
the other hand, many researchers have tried to apply marketing ideas
to new ventures. In addition, many entrepreneurial activities, like
the identification of new opportunities, the application of innovative
techniques, the conveyance of products to the marketplace, and
successfully meeting customer needs in the chosen target market, are
also elementary aspects of marketing theory.
Without doubt, marketing plays a crucial role not only in developing,
producing, and selling products or services, but also in guiding
recruiting efforts and raising capital. However, it can be stated that
successful entrepreneurs undertake marketing in unconventional ways.
They rely on interactive marketing methods often communicated through
word-of-mouth rather than a more traditional marketing mix. They
monitor the marketplace through informal networks rather than
formalised market research, and generally adopt more entrepreneurial
approaches to marketing activities. However, depending on the business
model, a sophisticated and formalised initial market research can be
crucial for a successful market entry.
Research findings on the interrelation between marketing and
entrepreneurship are extremely fragmented so far, and there is no
integrated analysis or comprehensive theory yet. This special issue
therefore aims at contributing to the theory building of
entrepreneurial marketing. Truly innovative research is appreciated.
Papers can be purely theoretical or theory-driven empirical work
(quantitative or qualitative).
Potential topic areas suitable for review articles include but are not
limited to:
* Similarities, differences and interfaces of marketing and
entrepreneurship
* Novel, innovative, risk-taking and proactive ways of marketing
in new or established enterprises (such as buzz marketing, guerrilla
marketing, viral marketing, internet marketing, public relations etc.)
* Marketing for start-ups and new ventures
* Strategic marketing (strategy, planning etc.) in start-ups and
new ventures
* Entrepreneurial pricing
* Entrepreneurial advertising
* Entrepreneurial marketing for hiring and retaining employees
* Entrepreneurial marketing for raising financial resources
* Dealing with uncertainties in new and growing ventures
* Initial market research
* Opportunity evaluation by market research
* Pre-market entry marketing
* Relationship marketing
* Leveraging limited marketing recourses
* Identifying and evaluating marketing opportunities
* Optimizing marketing/sales tools for an entrepreneurial setting
Go Top Notes for Intending Authors
Submitted papers should not have been previously published nor be
currently under consideration for publication elsewhere
All papers are refereed through a peer review process. A guide for
authors, sample copies and other relevant information for submitting
papers are available on the Author Guidelines page:
http://www.inderscience.com/mapper.php?id=31
You may send one copy in the form of an MS Word file attached to an
e-mail (details in Author Guidelines) to the following:
Dr. Sascha Kraus
Professorship for Entrepreneurship, Intrapreneurship & Innovation
Salzburg University of Applied Sciences
Urstein Sud 1
A-5412 Puch/Salzburg
Austria
Tel: +43 (0)50/2211-1104
E-mail:
sascha.kraus@wu-wien.ac.at Prof. Dr. Reinhard Schulte
Leuphana University, Lueneburg
Institute of Business Administration
Endowed Chair for Entrepreneurship
Scharnhorststr. 1, UC 6.133, POB
21314 Lueneburg
Germany
Tel: +49 (0)4131/78-2164
E-mail:
schulte@uni-lueneburg.de with a copy to:
IEL Editorial Office
E-mail:
ijeim@inderscience.com
_________________________________________________
Dr. Sascha Kraus, MBA
Professorship for
Entrepreneurship, Intrapreneurship & Innovation
SALZBURG UNIVERSITY OF APPLIED SCIENCES
Urstein Süd 1 | A-5412 Puch/Salzburg | Austria
phone: +43 (0)50/2211-1104 | fax: -1149
Associated Senior Researcher
VIENNA UNIVERSITY OF ECONOMICS & BUSINESS ADMINISTRATION
e-mail:
sascha.kraus@wu-wien.ac.at
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Ventures HO!