Marketing/Analysis

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Marketing: Textbook versus Entrepreneurial

The May issue of the Journal of Marketing had an interesting article, “Marketing Under Uncertainty: The Logic of an Effectual Approach,” by Read, Dew, Sarasvathy, Song, and Wiltbank. It looked at how the approach to starting a business differs between successful entrepreneurs and people with little entrepreneurial experience.
The authors suggest [...]

Marketing/Analysis

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Marketing: Textbook versus Entrepreneurial

Recently, I read an article in the May issue of the Journal of Marketing, “Marketing Under Uncertainty: The Logic of an Effectual Approach.” The authors suggest that people with little entrepreneurial experience look to a venture by identifying an opportunity, examining competition, identifying the market, developing a marketing strategy based on your market segmentation, lining [...]