Skip to main content
SpringerLink
Log in

Corporate Entrepreneurship, The Marketing Mix, and Business Performance

  • Conference paper
  • First Online:
Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference

Abstract

Relationships are examined among a firm’s corporate entrepreneurship (CE) behavior; pricing, product, and promotional strategy components; and business performance. There is a positive correlation between CE and each of these mix factors; and between CE and business performance. There are stronger relationships between the marketing mix factors within consumer than industrial firms.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  • Brady, Anna, 1995. "Small is as Small Does." Journal of Business Strategy, 16 (March): 44–47.

    Article  Google Scholar 

  • Buzzell, Robert D. and Bradley T. Gale. 1987. The PIMS Principles. New York: The Free Press.

    Google Scholar 

  • Covin, Jeffrey G. and Dennis P. Slevin. 1991. "A Conceptual Model of Entrepreneurship as Firm Behavior." Entrepreneurship Theory and Practice (Fall): 7–25.

    Google Scholar 

  • Covin, Jeffrey G. and Dennis P. Slevin. 1989. "Strategic Management of Small Firms in Hostile and Benign Environments." Strategic Management Journal 10: 75–87.

    Article  Google Scholar 

  • Covin, Jeffrey G. and Dennis P. Slevin. 1986. "The Development and Testing of an Organizational-level Entrepreneurship Scale." In R. Ronstadt, J.A. Hornaday, R. Peterson, and K.H. Vesper, (Eds.), Frontiers in Entrepreneurship Research 1986, 628–639. Wellesley, MA: Babson College.

    Google Scholar 

  • D’Aveni, Richard A. 1994. Hypercompetition. New York: The Free Press.

    Google Scholar 

  • Grönroos, Christian 1994. "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing." Management Decision 32 (2): 4–20.

    Article  Google Scholar 

  • Hanke, John E. and Arthur G. Reitsch. 1994. Understanding Business Statistics. Burr Ridge, IL: Irwin.

    Google Scholar 

  • Hills, Gerald E. and Raymond W. LaForge. 1992. "Research at the Marketing Interface to Advance Entrepreneurship Theory." Entrepreneurship Theory and Practice (Spring): 33–59.

    Google Scholar 

  • Jacobson, Robert. 1992. "The ‘Austrian’ School of Strategy." Academy of Management Review, 17 (October): 782–807.

    Google Scholar 

  • Jaworski, Bernard J. and Ajay K. Kohli. 1993. "Market Orientation: Antecedents and Consequences." Journal of Marketing 57 (July): 53–70.

    Article  Google Scholar 

  • Khandwalla, Pradup N. 1977. The Design of Organizations. New York: Harcourt Brace Jovanovich, Inc.

    Google Scholar 

  • Kohli, Ajay K. and Bernard J. Jaworski. 1990. "Market Orientation: The Construct, Research Propositions, and Managerial Implications." Journal of Marketing 54 (April): 1–18.

    Article  Google Scholar 

  • Kuratko, Donald F., Jeffrey S. Hornsby, Douglas W. Naffziger, and Ray V. Montagno. 1993. "Implement Entrepreneurial Thinking in Established Organizations." SAM Advanced Management Journal (Winter). 28–39.

    Google Scholar 

  • Miles, Morgan P. and Danny R. Arnold. 1991. "The Relationship Between Marketing Orientation and Entrepreneurial Orientation." Entrepreneurship Theory and Practice (Summer): 49–65.

    Google Scholar 

  • Miller, Danny. 1983. "The Correlates of Entrepreneurship in Three Types of Firms." Management Science 29 (July): 770–791.

    Article  Google Scholar 

  • Miller, Danny and Peter H. Friesen. 1982. "Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum." Strategic Management Journal 3: 1–25.

    Article  Google Scholar 

  • Morris, Michael H. and J. Don Trotter. 1990. "Institutionalizing Entrepreneurship in a Large Company: a Case Study at AT&T." Industrial Marketing Management 19: 31–139.

    Article  Google Scholar 

  • Morris, Michael H. and Pamela S. Lewis. 1995. "The Determinants of Entrepreneurial Activity: The Implications for Marketing." European Journal of Marketing 29 (7): 31–48.

    Article  Google Scholar 

  • Naman, John L, and Dennis P. Slevin. 1993. Entrepreneurship and the Concept of Fit: A Model and Empirical Tests. Strategic Management Journal 14, 137–153.

    Article  Google Scholar 

  • Schumpeter, Joseph A. 1934. The Theory of Economic Development. Cambridge: Harvard University Press.

    Google Scholar 

  • Schumpeter, Joseph A. 1954. History of Economic Analysis. New York: Oxford University Press.

    Google Scholar 

  • Sheth, Jagdish N., David M. Gardner and Dennis E. Garrett. 1988. Marketing Theory, Evolution and Evaluation. New York: John Wiley & Sons.

    Google Scholar 

  • Siegel, Sidney. 1956. Nonparametric Statistics for the Behavioral Sciences. New York: McGraw Hill Book Company.

    Google Scholar 

  • Slater, Stanley F. and John C. Narver. 1995. "Market Orientation and the Learning Organization." Journal of Marketing 59 (July): 63–74.

    Article  Google Scholar 

  • Zahra, Shaker A. 1991. Predictors and Financial Outcomes of Corporate Entrepreneurship: an Exploratory Study. Journal of Business Venturing 6, 259–285.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Cumberland University, Baton Rouge, LA, USA

    Hilton Barrett

  2. Nova Southeastern University, Baton Rouge, LA, USA

    Art Weinstein

Authors
  1. Hilton Barrett
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Art Weinstein
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Department of Marketing, Louisiana State University College of Business Administration, Baton Rouge, Louisiana, USA

    Elizabeth J. Wilson

  2. Department of Marketing, Louisiana State University College of Business Administration, Baton Rouge, Louisiana, USA

    Joseph F. Hair, Jr.

Rights and permissions

Reprints and permissions

Copyright information

© 2015 The Academy of Marketing Science

About this paper

Cite this paper

Barrett, H., Weinstein, A. (2015). Corporate Entrepreneurship, The Marketing Mix, and Business Performance. In: Wilson, E., Hair, Jr., J. (eds) Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13141-2_61

Download citation

Publish with us

Policies and ethics

Search

Navigation