The Role of Marketing in Initiating Entrepreneurial Activity in Established Companies

Minet Schindehutte, Donald F. Kuratko

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

Triggering events in corporate entrepreneurship are explored, with particular attention to the ways in which triggers impact upon and are impacted by the marketing function, types of triggers, key ways for classifying them and how the role of marketing might vary depending upon the type or category of trigger.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages291-295
Number of pages5
DOIs
StatePublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Corporate Entrepreneurship
  • Entrepreneurial Orientation
  • Entrepreneurial Process
  • Establish Company
  • Service Innovation

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management

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