Where is the Opportunity Without the Customer? An Integration of Marketing Activities, the Entrepreneurship Process, and Institutional Theory

Journal of the Academy of Marketing Science, Vol. 39, p. 537, 2011

Mays Business School Research Paper No. 2012-17

19 Pages Posted: 31 Jan 2012

See all articles by Justin W. Webb

Justin W. Webb

Texas A&M University - Mays Business School

R. Duane Ireland

Texas A&M University - Department of Management

Michael A. Hitt

Texas A&M University - Department of Management; Texas Christian University

Geoffrey M. Kistruck

Ohio State University (OSU) - Fisher College of Business

Laszlo Tihanyi

Texas A&M University - Department of Management

Date Written: November 10, 2010

Abstract

Marketing and entrepreneurship have long been recognized as two key responsibilities of the firm. Despite their tight integration in practice, marketing and entrepreneur- ship as domains of scholarly inquiry have largely progressed within their respective disciplinary boundaries with minimal cross-disciplinary fertilization. Furthermore, although firms increasingly undertake their marketing and entrepreneurial activities across diverse settings, academe has provided little insight into how changes in the institutional environment may substantially alter the processes and outcomes of these undertakings. Herein, we integrate research on marketing activities, the entrepreneurship process, and institutional theory in an effort to address this gap. We first discuss market orientation as enhancing a firm’s opportunity recognition and innovation, whereas marketing mix decisions enhance opportunity exploitation. We then examine how entrepreneurship leads to innovation directed toward market orientation and marketing mix activities. Based on this foundation, we examine differences in marketing and entrepreneurship activities across institutional contexts.

Keywords: Entrepreneurship process, Market orientation, Marketing mix, Institutional theory, Customer needs, Opportunity

Suggested Citation

Webb, Justin W. and Ireland, R. Duane and Hitt, Michael A. and Kistruck, Geoffrey M. and Tihanyi, Laszlo, Where is the Opportunity Without the Customer? An Integration of Marketing Activities, the Entrepreneurship Process, and Institutional Theory (November 10, 2010). Journal of the Academy of Marketing Science, Vol. 39, p. 537, 2011; Mays Business School Research Paper No. 2012-17. Available at SSRN: https://ssrn.com/abstract=1994487

Justin W. Webb (Contact Author)

Texas A&M University - Mays Business School ( email )

Wehner 401Q, MS 4353
College Station, TX 77843-4218
United States

R. Duane Ireland

Texas A&M University - Department of Management ( email )

430 Wehner
College Station, TX 77843-4218
United States

Michael A. Hitt

Texas A&M University - Department of Management ( email )

430 Wehner
College Station, TX 77843-4218
United States
979-458-3393 (Phone)

Texas Christian University ( email )

Fort Worth, TX 76129
United States

Geoffrey M. Kistruck

Ohio State University (OSU) - Fisher College of Business ( email )

2100 Neil Avenue
Columbus, OH 43210-1144
United States

Laszlo Tihanyi

Texas A&M University - Department of Management ( email )

430 Wehner
College Station, TX 77843-4218
United States

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
126
Abstract Views
995
rank
242,938
PlumX Metrics