Entrepreneurial Marketing and its Antecedent: An Empirical Investigation of the Role of Entrepreneurial Orientation

Entrepreneurial marketing (EM) behaviors are different from traditional marketing behaviors (Morris et al. 2002; Hills et al. 2008). Previous studies mention several characteristics of EM behaviors such as calculated risk-taking (Carson and Grant 1998), decisions based on intuition and experience (Siu and Kirby 1999), inherent focus on recognition of opportunities (Hills and Singh 1998), flexible approaches to markets (Sashittal and Jassawalla 2001), and exploitation of smaller market niches (Stasch 1999). To investigate if EM behaviors happen systematically, there is a need for empirical study to identify patterns in firms’ EM behaviors.