Entrepreneurship and Marketing: Two Sides of One Coin?

Abstract

This article deals with the intersection of marketing and entrepreneurship, two at first sight significantly different concepts, attempted to be merged, resulting in a construct called ‘entrepreneurial marketing’ applicable specifically for SMEs and young ventures. Regrettably, real entrepreneurial marketing is only rarely applied in real life. On the basis of an analysis of literature from the relevant marketing and entrepreneurship journals, it is shown that both concepts share a common ground: striving for opportunity, reformulating the rules of the game and trying to create value. Both areas could benefit from each other, and a synthesis can build as a new mindset, a way of acting and thinking for the 21st century.

Keywords: strategic entrepreneurship, marketing, marketing strategy, entrepreneurship, strategy, SME, small and medium business,