Raymond W. LaForge

Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

The purpose of this paper is to critically explore the construct of entrepreneurial marketing (EM). This term is used as an integrative conceptualization that reflects such alternative perspectives as guerrilla marketing, radical marketing, expeditionary marketing, disruptive marketing and others. Seven core dimensions of EM are identified, and an underlying theoretical foundation based on resource advantage theory is proposed. A conceptual model is introduced of key factors surrounding the phenomenon of entrepreneurial marketing. Conclusions and implications are drawn for theory and practice, and priorities are proposed for continuing research.

Research at Marketing Interface to Advance Entrepreneurship Theory

The knowledge base for the emerging field of entrepreneurship should be interfunctional and interdisciplinary. Yet the functional discipline of marketing has contributed to the entrepreneurship field in only recent years. And entrepreneurship researchers and writers often address marketing superficially, without an awareness of sophisticated marketing concepts and methods. The objectives of this article are to identify key tangencies at the marketing/entrepreneurship interface, to provide relevant research sources, and to selectively convey illustrative marketing knowledge. Because length constraints prevent In-depth attention to any subject, breadth over depth is our objective. There are three major sections in this paper. First, the marketing/entrepreneurship interface is defined, with attention to various schools of marketing thought and their potential value to the entrepreneurship field. Secondly, unique tangencies with the buyer behavior literature are discussed and venture ideas and their evaluation (product research) are highlighted. Finally, the marketing strategy literature is reviewed as it potentially contributes to new venture development. In addition, other Important interfaces are briefly discussed.

Investigating the relationships among sales, management control, sales territory design, salesperson performance, and sales organization effectiveness

Abstract A conceptual model is developed and empirically tested, examining the relationships among the sales management control system, sales territory design, salesforce behavior and outcome performance, and sales organization effectiveness constructs. A sample of 58 Australian chief sales executives and 146 field sales managers was used to test the model. The hypotheses based on the conceptual model were tested using LISREL 7. The test result were significant and in the direction hypothesized. Managerial implications and research directions are discussed.

Selling in the new millennium: A joint agenda

Abstract Progressive sales organizations are becoming more strategic in their approaches to the initiation, development, and enhancement of customer relationships. In moving to a more strategic, less tactical approach, these organizations are exploring new leadership models to direct change. In addition, they are using emerging technologies to support sales strategy. This article presents a 15-point joint agenda following a review of pertinent research in the sales strategy, leadership, and technology areas. This joint agenda offers action items, food for thought, and research ideas for sales executives, academicians, trainers, consultants, and professional organizations.

The Marketing/ Small Enterprise Paradox: A Research Agenda

Charles H. Davis is Assistant Professor of Marketing at the Citadel, USA. Dr. Davis is actively involved in various small business research efforts. Gerald E. Hills is Professor of Marketing and holder of the Denton Thorne Chair in Small Business Enterprise at the University of Illinois at Chicago. His research efforts have focused on new venture creation issues. Raymond W. LaForge is Associate Professor of Marketing at Oklahoma State University. Dr. LaForge has concentrated his attention toward investigating marketing strategy differences between small and large firms. Research during the past decade has documented the important role of smaller firms in American society. Yet those in the marketing discipline have devoted little attention to the size of enterprise in various strategic marketing situations. The need to include small firms in marketing strategy research projects is discussed, and a number of specific propositions to guide initial small enterprise marketing strategy research efforts are presented. The paper concludes with a discussion of problems and approaches relevant to performing small firm marketing strategy research.

A Marketing Strategy Analysis of Small Retailers

Although the need for small firm marketing strategy research is widely acknowledged, few empirical studies have been conducted to date. The present study investigates the marketing strategies of a group of small retailers. Two levels of marketing strategy are identified and tested. The findings suggest the importance of developing an integrated marketing strategy which will effectively position the retailer against other store types, yet also provide a differential advantage for competing against stores of the same type. The article concludes with several suggestions for future strategy research.

Salesperson Ethical Decision Making: The Impact of Sales Leadership and Sales Management Control Strategy

Enhancing the moral behavior of salespeople is increasingly important, but difficult, in today’s fast-paced and complex selling environment. Sales organizations need to emphasize ethical codes of conduct, but must also address the potential impact of all sales management decisions on the ethical behavior of salespeople. We expand the focus on ethical codes to include an interpersonal dimension of sales organization ethical climate and the cognitive moral development of salespeople. Relationships among sales leadership and sales management control strategy, the structural and interpersonal dimensions of sales organization ethical climate, salesperson cognitive moral development, and salesperson moral judgment are discussed and specific propositions presented. These propositions suggest specific directions for future sales ethics research and have key implications for sales organizations.

New Directions in Sales Leadership Research

The changing environment facing sales organizations is characterized by the dimensions of complexity, collaboration, and accountability. Responding effectively to this dynamic environment requires a focus on specific leadership activities by senior sales leaders, field sales managers, and salespeople. A sales leadership framework is presented and used to identify and discuss specific leadership challenges and important research questions at different sales organization levels. Several new directions for sales leadership research are proposed to improve sales leadership thought and practice.

The Emergence of Entrepreneurial Marketing: Nature and Meaning

The purpose of this paper is to critically examine the concept of entrepreneurial marketing. This term is used as an umbrella to capture conceptualizations of marketing as an innovative, risk-taking, proactive area of managerial responsibility. Such conceptualizations include guerrilla marketing, radical marketing, expeditionary marketing, subversive marketing and others. Six core dimensions of entrepreneurial marketing are identified and explored. The advantages of an entrepreneurial perspective on marketing are identified. Insights are synthesized from various literatures, including the work on corporate entrepreneurship, innovation and new product development, creative leadership, and change management. Linkages are established between entrepreneurial marketing and resource advantage theory. An integrative model is proposed that includes a number of key factors surrounding the phenomenon of entrepreneurial marketing. Conclusions are drawn regarding the intellectual substance or legitimacy of entrepreneurial marketing. Priorities are proposed for continuing research, and implications are drawn for theory development, teaching, and managerial practice.Section 1: Overview 1. Intellectual Foundations of Entrepreneurship 2. Unfinished Business (Entrepreneurship) of the 20th Century 3. Entrepreneurship Through the Ages 4. Science and Practice of New Business Ventures: Wealth Creation and Prosperity Through Entrepreneurship Growth and Renewal 5. Emerging Patterns of Entrepreneurship: Distinguishing Attributes of an Evolving Discipline Section 2: Entrepreneurial Processes 6. Opportunity Recognition 7. The Emergence of Entrepreneurial Marketing: Nature and Meaning 8. Bootstrap Finance 9. Entrepreneurial Growth: Predictors and Indicators 10. Entrepreneurial Failures: Key Challenges and Future Directions Section 3: Technology and Entrepreneurship 11. Electronic Commerce: Current Understanding and Unanswered Questions 12. The Impact of Mobile Commerce on Small Business and Entrepreneurship 13. e-Commerce Entrepreneurship: Emerging Practices, Key Challenges and Future Directions Section 4: Social Entrepreneurship 14. Developing Communities, People and Businesses: In Search of a Model of Community-based Enterprises 15. Wealth Creation in Distressed Inner Cities: What Can Business Schools Contribute? Section 5. Entrepreneurship Types 16. Women Entrepreneurs in the New Millennium: Recent Progress and Future Directions for Research, Entrepreneurship Development and Teaching 17. Serial Entrepreneurship: An In-Depth Look at the Phenomenon of Habitual Entrepreneurs 18. Immigrant and Ethnic Entrepreneurship: A U.S. Perspective Section 6: Entrepreneurship Education 19. Innovations in Entrepreneurship Education: Strategy and Tactics for Joining the Ranks of Innovative Entrepreneurship Programs in Higher Education 20. Entrepreneurship Education: Market Segmentation and Lerner Needs

Personal Communication in Marketing: An Examination of Self-Interest Contingency Relationships

An experiment was conducted to examine the effect of self-interest in a personal communication situation. Self-interest was investigated as a moderator of the effects of argument strength and exper...