Entrepreneurial marketing strategy: lessons from the Red Queen

Minet Schindehutte and Michael Morris

International Journal of Entrepreneurship and Innovation Management, 2010, vol. 11, issue 1, 75-94

Abstract: The Red Queen effect is examined as a common scenario affecting contemporary marketers. Entrepreneurial marketing (EM) is posited as an organisational response to threatening, turbulent conditions. Work on EM is extended in this article to include entrepreneurial marketing strategy. Characteristics of such strategies are explored. It is argued that these strategies are inherently emergent, flexible and adaptable. The central role of innovation, particularly business model innovation, is highlighted. Six principles to guide the formulation of entrepreneurial marketing strategies are introduced.

Keywords: entrepreneurship; entrepreneurial marketing; marketing strategies; Red Queen effect; business models; innovation management. (search for similar items in EconPapers)
Date: 2010
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