Article Abstract:
Entrepreneurship and marketing are approached as proactive corporate responses to an increasingly dynamic, threatening, and complex external environment. Both represent organizational orientations built around creativity, innovativeness, flexibility, and risk-taking. A conceptual model is proposed relating the levels of entrepreneurship, marketing activity, and marketing-related structure of a firm to the degree of perceived environmental turbulence confronting the firm. Results of a survey involving personal interviews with managers in 93 firms representing six industries are reported. Turbulence is found to have a significant causal impact on both the levels of entrepreneurship and the marketing orientation of the firm, but not on structural variables. (Reprinted by permission of the publisher.)
User Contributions:
Comment about this article or add new information about this topic:
Article Abstract:
From a managers' point of view it is useful to know whether or not a market has changed over time, and whether two market areas are different. In this paper we propose, using the kernel density estimation method, to estimate the density of a market area and show how the estimated market area densities may be compared for differences using Bayesian cross-validated likelihood methods. The proposed methodology is highlighted using two applications. One application involves comparison of lunch and dinner markets of a restaurant and the other application involves identifying the optimal area for a direct mail program. (Reprinted by permission of the publisher.)
User Contributions:
Comment about this article or add new information about this topic:
Article Abstract:
The relationships between marketing mix elements and brand equity are examined. The relationship between high investments in advertising, distribution and high prices are shown to result in high brand equity.
User Contributions:
Comment about this article or add new information about this topic: