Creating Code Frame and Common Dimensions for Entrepreneurial Marketing Concept

Thirarut Worapishet ()
Additional contact information
Thirarut Worapishet: Kasetsart University

No 12915570, Proceedings of Economics and Finance Conferences from International Institute of Social and Economic Sciences

Abstract: This research was conducted to combine elements of the scattered entrepreneurial marketing (EM) concepts. The EM concepts of various researchers from the secondary sources appeared in the SSCI database since 1988 were reviewed. Seven papers selected by convenient sampling method were found. Concepts were analyzed by deductive coding, thematic analysis. Finally, there were 9 common dimensions of EM concept including innovation, niche marketing, promoting by word-of-mouth, networking, using available resources, setting affordable loss, taking opportunities, proactiveness and customer relationship at personal level. Under innovation dimension, there were four codes including creating new product form intuitive feel, innovation in every part, continuous initiative and customer centric to create value. Under niche marketing, there were two codes including positioning based on niche group then targeting later and niche in product, price, place, promotion with the support of e-technology. Under networking, there were five codes including sharing resources among network, co-create opportunities as teamwork from network connections, networking help create innovation, Informal research by listening to customers / connection and all stakeholders and knowledge sharing among network.

Keywords: Entrepreneurial marketing; Deductive coding; Thematic analysis; Entrepreneur; Entrepreneurship; Entrepreneurial marketing code frame (search for similar items in EconPapers)
JEL-codes: L26 M00 M31 (search for similar items in EconPapers)
Pages: 11 pages
Date: 2022-07
New Economics Papers: this item is included in nep-ent and nep-sbm
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Proceedings of the Proceedings of the 16th Economics & Finance Conference, Prague, Jul 2022, pages 170-180

Downloads: (external link)
https://iises.net/proceedings/16th-economics-finan ... 30&iid=014&rid=15570 First version, 2022

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sek:iefpro:12915570

Access Statistics for this paper

More papers in Proceedings of Economics and Finance Conferences from International Institute of Social and Economic Sciences
Bibliographic data for series maintained by Klara Cermakova ().