A3 Book section, Chapters in research books
Entrepreneurial marketing strategy, orientations and networks (2020)

Jones, R., & Suoranta, M. (2020). Entrepreneurial marketing strategy, orientations and networks. In I. Fillis, & N. Telford (Eds.), Handbook of Entrepreneurship and Marketing (pp. 66-83). Edward Elgar. https://doi.org/10.4337/9781785364570.00013

JYU authors or editors

Publication details

All authors or editors: Jones, Rosalind; Suoranta, Mari

Parent publication: Handbook of Entrepreneurship and Marketing

Parent publication editors: Fillis, Ian; Telford, Nicholas

ISBN: 978-1-78536-456-3

eISBN: 978-1-78536-457-0

Publication year: 2020

Pages range: 66-83

Number of pages in the book: 480

Publisher: Edward Elgar

Place of Publication: Cheltenham

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.4337/9781785364570.00013

Publication open access: Not open

Publication channel open access:


This chapter discusses Entrepreneurial Marketing (EM) studies from a strategic orientation and networks approach, firstly by providing an overview of small and medium-sized enterprise (SME) marketing research and relevant orientation studies, and then explaining their contribution to EM research. Secondly, the authors explain the value of networking for entrepreneurs from an EM perspective. The context of the firm’s environment, that is, the age of the firm, the character and inherent characteristics of the entrepreneur, and the industry and marketplace in which the firm operates create unique attitudes and behaviours within the firm. The role of strategic orientation in SMEs and more specifically, the EMO model is described, along with a presentation of the EMICO framework, a framework for qualitative study of the smaller firm. The value and role of networks is examined and explained in the context of small technology businesses.

Keywords: small and medium-sized enterprises; entrepreneurship; marketing; corporate strategies; social networks

Free keywords: entrepreneurial marketing strategy; orientations; networks

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2020

JUFO rating: 2

Last updated on 2021-14-12 at 13:58