Entrepreneurial Marketing in West Bengal: A Study on Arambagh Hatcheries Limited

Sajal Kumar Maiti

Management and Labour Studies, 2006, vol. 31, issue 3, 271-286

Abstract: The purpose of this article is to examine the concept of Entrepreneurial Marketing. This concept needs a marketer to be innovative, risk-taking and proactive in performing managerial responsibility. It entails six core dimensions that have been identified and explored in the article. Its advantages and potential deserve its bright prospects. Resource leveraging and entrepreneurial marketing relationship has been adequately and appropriately highlighted. Conclusions have been drawn pointing out the need for more researches in this area for its potential to develop competitive advantage on sustainable basis. The results of a study on Arambagh Hatcheries Limited, a poultry firm in West Bengal, seem to be an entrepreneurial marketer, have been shared.

Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:sae:manlab:v:31:y:2006:i:3:p:271-286

DOI: 10.1177/0258042X0603100305

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