The Implication Of Managerial Implementation Of Entrepreneurial Marketing In Business Organization

摘要

For a number of decades, customer orientation is considered as a key to reach success by organizations, while marketing orientation and entrepreneurship orientation each is seen as a fundamental philosophy in analyzing and responding to business activities. The combination and consistency of marketing orientation and entrepreneurship results in Entrepreneurial Marketing (EM). EM highlights the importance of entrepreneurship in creating markets, exploring and exploiting opportunities, and directing operational strategy proactively and dynamically. This article attempts to examine: 1) the evolution and legitimacy of EM conceptually, 2) the constructing dimension of EM, 3) the driving factor of successful implementation of EM, 4) the anticipated impact of the implementation of EM, and 5) the implication of managerial implementation of EM for business organization.