Entrepreneurship and marketing education: time for the road less travelled?

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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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 (until 2017)
Faculty of Business and Law (until 2017) > Small Business Research Centre
Services and Administration (until 2017) > Vice-Chancellor's Office
Depositing User: Sue King
Date Deposited: 08 Jul 2011 13:15
Last Modified: 07 Jun 2013 10:36
DOI: https://doi.org/10.1504/IJEIM.2010.029770
URI: http://eprints.kingston.ac.uk/id/eprint/19302

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