USASBE 2013 Conference
San Francisco, California
Entrepreneurial marketing (EM) is seen as an integral component of small business success (Hills, Hultman, & Miles, 2008). It is generally conceptualized as marketing processes that firms undertake in ambiguous and resource constrained conditions. However, Ionita (2012) maintained that the EM construct is still under-developed and lacks a unifying theory, leading to fragmented research efforts. The present study addresses scale development and validation of the EM construct, to enhance consistency among measures used in empirical studies.
Linda S. Niehm, et al.
Niehm, Linda S.; Hurst, Jessica L.; Son, Jihyeong; Fiore, Ann Marie; and Sadachar, Amrut, "Entrepreneurial marketing: Scale development and validation in the small firm context" (2013). Apparel, Events and Hospitality Management Conference Proceedings and Presentations. 2.