E-Book Overview
Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Bjoern Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures. This book first presents the dominant approach to marketing theory used for the last half a century. After that, it presents an alternative approach to marketing theory by emphasizing how new infrastructures and organizations, including online platforms, influence new ways of linking the formal and informal economies together. Building on fundamental theories of science and methodological issues, Bjerke creates useful theoretical conceptions that can develop a greater connection between practice and research. He argues that as entrepreneurial activity is more accessible than ever it needs a fresh approach to include customers as co-creators and co-extractors of market value. An excellent book for exploring alternative marketing, students and researchers in marketing, social entrepreneurship and wider business and management studies will gain a greater understanding of what it means to be a marketer, customer and user.
E-Book Content
Alternative Marketing Approaches for Entrepreneurs
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Alternative Marketing Approaches for Entrepreneurs Björn Bjerke Linnaeus University, Sweden
Cheltenham, UK • Northampton, MA, USA
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© Björn Bjerke 2018 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical or photocopying, recording, or otherwise without the prior permission of the publisher. Published by Edward Elgar Publishing Limited The Lypiatts 15 Lansdown Road Cheltenham Glos GL50 2JA UK Edward Elgar Publishing, Inc. William Pratt House 9 Dewey Court Northampton Massachusetts 01060 USA
A catalogue record for this book is available from the British Library Library of Congress Control Number: 2017953169 This book is available electronically in the Business subject collection DOI 10.4337/9781786438959
ISBN 978 1 78643 894 2 (cased) ISBN 978 1 78643 895 9 (eBook)
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Typeset by Servis Filmsetting Ltd, Stockport, Cheshire
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Contents Prefacevi 1 2 3 4 5 6 7 8 9 10 11
Different times and realities – different thinking Knowledge development of business entrepreneurship Knowledge development of social entrepreneurship Knowledge development of marketing Knowledge development of leadership Some methodological cornerstones Entrepreneurial startups Marketing approaches for independent business entrepreneurs Marketing approaches for business intrapreneurs Marketing approaches for social entrepreneurs Summary and conclusions
1 13 38 70 94 108 138 187 225 234 261
References262 Index301
v
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Preface I have been interested in the subject of business for many years. My business education started more formally in the 1960s, when I was enrolled in Lund University Business School. My major subject was finance and my minor subject was marketing. I began to understand that this decade was something of a breakthrough for marketing as an orientation in theory as well as in practice. The industrial part of the world was booming, backed up by purchasing power among customers in consumer markets at an all-time high. It was in this environment that Philip Kotler published Marketing Management in 1967, a book which q