Developing Entrepreneurial Marketing Mix: Case Study of Entrepreneurial Food Enterprises in Iran

Amir Mohammad Kolabi (), Hamid Khodadad Hosseini (), Rosa Mehrabi () and Aidin Salamzadeh ()
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Amir Mohammad Kolabi: University of Tehran
Hamid Khodadad Hosseini: Tarbiat Modares University
Rosa Mehrabi: University of Tehran

Journal of Knowledge Management, Economics and Information Technology, 2011, vol. 1, issue 5, 6

Abstract: The purpose of this paper is to identify and exam the main elements of entrepreneurial marketing mix in entrepreneurial enterprises. Our focus in this study is on Iran's top small and medium-size business entrepreneurs in 2007, which possess a brilliant experience about entrepreneurial marketing practices. Accordingly, we aim to identify how these enterprises use their previous knowledge and experience to extract elements of marketing mix, which are adjusted in entrepreneurial marketing. As its research framework, this study has used the Quality – Exploratory approach specifically case study according to Ghauri framework. Data were collected from 17 entrepreneurial enterprises. Different methods including in depth and semi-structured interviews, along with open questions from entrepreneurs and marketing managers were employed in gathering information. Finally, Content analysis method also inductive inference used for data analysis. Results indicate that the Entrepreneurial Marketing Mix include 5Ps which element of Person is a new element among others. However it should be mentioned that there is an entrepreneurial approach in component of Price, Place, Product and Promotions as well and some new component have been added to the conventional marketing mix.

Keywords: Entrepreneurial Marketing; Entrepreneurial Marketing Mix; Small and medium size enterprise (search for similar items in EconPapers)
Date: 2011
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