Document Type

Conference Proceeding

Conference

USASBE 2013 Conference

Publication Date

1-2013

City

San Francisco, California

Abstract

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.

Comments

This is a proceeding from USASBE 2013 Conference (2013). Posted with permission.

Copyright Owner

Linda S. Niehm, et al.

Language

en

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Article Location

 
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