Entrepreneurial marketing strategy: Lessons from the Red Queen

Minet Schindehutte, Michael Morris

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)75-94
Number of pages20
JournalInternational Journal of Entrepreneurship and Innovation Management
Issue number1
StatePublished - Dec 2010


  • EM
  • Entrepreneurial marketing
  • Entrepreneurship
  • Marketing strategy
  • Red queen effect

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Strategy and Management
  • Management of Technology and Innovation


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