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
Download files
71
total views46
total downloads0
views this month2
downloads this month
Export as
Related outputs
Two-stage taxonomy for measuring success in social marketing practice
Akbar, B., Amoncar, N., Cateriano, E. and Lawson, A. 2023. Two-stage taxonomy for measuring success in social marketing practice. Journal of Social Marketing. pp. 1-18. https://doi.org/10.1108/JSOCM-11-2022-0226
Entrepreneurial marketing and digital political communication – a citizen-led perspective on the role of social media in political discourse
Amoncar, Nihar 2020. Entrepreneurial marketing and digital political communication – a citizen-led perspective on the role of social media in political discourse. Journal of Research in Marketing and Entrepreneurship. https://doi.org/10.1108/JRME-12-2018-0066Social media in politics – simple aggregator or the emerging Ministry of truth
Amoncar, Nihar and Deacon, Jonathan 2017. Social media in politics – simple aggregator or the emerging Ministry of truth. Academy of Marketing.The emerging conditions of meta-modernism: an observation-based interpretivist perspective on the curious case of Royal Enfield
Amoncar, Nihar and Deacon, Jonathan 2016. The emerging conditions of meta-modernism: an observation-based interpretivist perspective on the curious case of Royal Enfield. Academy of Marketing.Role of culture in effectuation: exploring the Marwari cultural philosophy and entrepreneurial approach
Amoncar, Nihar, Deacon, Jonathan and Stephens, Paula 2016. Role of culture in effectuation: exploring the Marwari cultural philosophy and entrepreneurial approach. Institute of Small Business and Entrepreneurship Conference 2016: Institutional voids.The pursuit of economic prosperity – exploring the entrepreneurial philosophy and approach of the Marwari Business community in India
Amoncar, Nihar, Deacon, Jonathan and Stephens, Paula 2017. The pursuit of economic prosperity – exploring the entrepreneurial philosophy and approach of the Marwari Business community in India. Academy of Marketing.Transgenerational business legacies and intergenerational succession among the Igbos (Nigeria)
Igwe, Paul, Madichie, Nnamdi and Amoncar, Nihar 2020. Transgenerational business legacies and intergenerational succession among the Igbos (Nigeria). Small Enterprise Research. https://doi.org/10.1080/13215906.2020.1751692The notion of growth: A research agenda for SMEs and entrepreneurs
Deacon, Jonathan and Amoncar, Nihar 2016. The notion of growth: A research agenda for SMEs and entrepreneurs. Journal of the Association for Management Education and Development.