The Role Of Entrepreneurship In Industrial Marketing Activities
Abbreviated Journal Title
Int. J. Eng. Sci.
This article investigates the relationship between marketing and entrepreneurship in established firms. Entrepreneurship is approached as an organizational process consisting of three dimensions: innovativeness, proactiveness, and risk-taking. Results are reported from a survey of marketing managers regarding their perceptions of the entrepreneurship construct, its overall importance in their firms, the marketing management areas where entrepreneurship is most critical, and the major obstacles to encouraging entrepreneurship within the marketing function. Marketers generally see their own activities as fairly entrepreneurial.
International Journal of Engineering Science
Morris, Michael H.; Davis, Duane L.; and Ewing, Jane, "The Role Of Entrepreneurship In Industrial Marketing Activities" (1988). Faculty Bibliography 1980s. 676.