Defining contextual advantage: exploring the contextual relation between effectuation and entrepreneurial marketing for creating new markets effectually
Journal article
| Authors | Amoncar, Nihar, Deacon, Jonathan and Stephens, Paula |
|---|---|
| Abstract | The paper explores the behaviour of the Entrepreneur and the Effectual use of available resources mainly social capital in new market creation. The study dwells on creating a unique ‘Context’ by leveraging these resources to increase the Entrepreneurial orientation of a firm. The paper further attempts to explore whether the Contextual link between Effectuation and Entrepreneurial Marketing helps develop a ‘Contextual Advantage’, which can be used as a mean of developing a unique business model which differentiates the firm in the market. The paper hence explores contemporary theories of Entrepreneurship and Marketing |
| Keywords | Entrepreneurial Marketing; Effectuation; Contextual Marketing; Entrepreneurship |
| Year | 2016 |
| Journal | Asia Pacific Journal of Advanced Business and Social Studies |
| Publisher | Asia Pacific Institute of Advanced Research |
| ISSN | 2205-6033 |
| Web address (URL) | http://hdl.handle.net/10545/624516 |
| http://creativecommons.org/publicdomain/zero/1.0/ | |
| hdl:10545/624516 | |
| Publication dates | 12 Jan 2016 |
| Publication process dates | |
| Deposited | 25 Feb 2020, 11:15 |
| Accepted | 20 Nov 2015 |
| Rights | CC0 1.0 Universal |
| Contributors | University of South Wales |
| File | File Access Level Open |
| File | File Access Level Open |
| File | File Access Level Open |
https://repository.derby.ac.uk/item/926q5/defining-contextual-advantage-exploring-the-contextual-relation-between-effectuation-and-entrepreneurial-marketing-for-creating-new-markets-effectually
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