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Since the first research symposium devoted to it in the early 1980s, entrepreneurial marketing (EM) has developed rapidly. At the start, EM was regarded equal to marketing in small and medium enterprises (SMEs). Today, EM is regarded both as marketing conducted by entrepreneurs in new ventures and as a form of marketing with entrepreneurial characteristics—not related to firm size. With this latest view, EM is marketing to create change and destabilization and is especially suitable in highly dynamic markets. EM has obtained significant academic legitimacy in the past decades, partly because empirical research is beginning to document important differences between EM and traditional marketing practices.

In new and young ventures, marketing decisions are often made by the founding entrepreneurs. As some of these firms become large ...

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