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

Research output: Contribution to journalArticlepeer-review


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.

Original languageEnglish (US)
Pages (from-to)1-6
Number of pages6
JournalEntrepreneurial Executive
StatePublished - 2013
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Strategy and Management


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