Stokes, David and Wilson, Nicholas C. (2010) Entrepreneurship and marketing education: time for the road less travelled? International Journal of Entrepreneurship and Innovation Managemen, 11(1), pp. 95-108. ISSN (print) 1476-1297
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Abstract
Three dimensions are proposed as a conceptual framework for entrepreneurship education: context, behaviours and process. Entrepreneurship educators have focussed more on the behaviours of entrepreneurs and less on the process of entrepreneurship. In doing so, they have also tended to avoid challenging the context of other disciplines such as marketing. If however we examine important aspects of marketing through the behaviours of entrepreneurs, we find that they do not conform to the standard concepts of marketing as portrayed in widely used learning materials. The increasingly well travelled �pragmatic� road, which encourages the development of enterprising behaviours ands kills, is contrasted with the less travelled �conceptual� road, where our understanding of the phenomenon of entrepreneurship in contexts such as marketing, is challenged and explained. We suggest that unlike the poet�s �traveller� � who cannot take both roads entrepreneurship education can benefit most by reaching the fork in the road and taking it.
| Item Type: | Article |
|---|---|
| Additional Information: | Vol 11 no 1 was a special issue on Entrepreneurial Marketing |
| Uncontrolled Keywords: | entrepreneurship; entrepreneurs; marketing; education; entrepreneurial marketing; word-of-mouth marketing; referrals |
| Research Area: | Education Business and management studies |
| Faculty, School or Research Centre: | Faculty of Business and Law Services and Administration > Vice-Chancellor's Office Faculty of Business and Law > Small Business Research Centre |
| Depositing User: | Sue King |
| Date Deposited: | 08 Jul 2011 13:15 |
| Last Modified: | 16 Jul 2012 21:50 |
| URI: | http://eprints.kingston.ac.uk/id/eprint/19302 |
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