Entrepreneurial marketing: Activating the four P's of marketing strategy in entrepreneurship

In this article, a novel two-sided dumbbell model of entrepreneurship presents both the viewpoints of founders and customers. Following similar viewpoints, I have developed a practical model for entrepreneurial marketing (EM) by considering the opportunityobsessiveness of start-up founders as well as the customer-centeredness of marketing executives. The EM model consists of four phases: opportunity exploration, opportunity examination, opportunity exploitation and opportunity expansion. Each phase was linked to each of the four marketing strategies - product strategy, pricing strategy, placement strategy, and promotion strategy.