Main Article Content
In an increasingly digital world, companies are increasingly using social media channels to interact with consumers and to reach the most up-to-date information. As a conceptual approach to entrepreneurial marketing which is the intersection of entrepreneurship and marketing, this study makes implications about the concept in terms of Web 2.0. In the study, the opportunities and challenges of Web 2.0 for small businesses in the digital age are discussed. It is revealed that Web 2.0 has some advantages as well as disadvantages in terms of entrepreneurial marketing. In this respect, this study offers suggestions to help small businesses to start using Web 2.0 tools.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ATUAHANE-GIMA Kwaku, KO, Anthony “An Empirical Investigation of The Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation”, Organization Science, Vol.12, No.1, 2001, pp. 54-74.
CARSON, David and Nicole COVIELLO, “Qualitative Research Issues at The Marketing Entrepreneurship Interface, Marketing Intelligence&Planning, 14/6, 1996, 51-58.
COLLINSON, Elaine, SHAW, Eleanor, “Entrepreneurial Marketing- A Historical Perspective On Development And Practice”, Management Decision, 39/9, 2001,761-766.
COX, C., Burgess, S., Sellitto, C., & Buultjens, J. (2009). The Role of User-Generated Content in Tourists’ Travel Planning Behavior. Journal of Hospitality Marketing and Management, 18(8), 743–764
ÇAKICI, Naime Meltem, “Entrepreneurial Marketing”, Ankara University International Conference Marketing And Entrepreneurship AUMEC 2009, 57-70.
DAL, N. E., DAL. V. (2016). Girişimci Pazarlama: Kavramsal Bir Çalışma. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt. 8, Sayı 14, 42-63.
DAVIS, Duane, MORRIS, Michael and Jeff ALLEN, “ Perceived Environmental Turbulence and Its Effect on Selected Entrepreneurship, Marketing and Organizational Characteristics in Industrial Firms, Journal of The Academy of Marketing Science, 1991,19, 43-51.
EREN, Selim Sait, ÇELİKKAN, Hale, HACIOĞLU, Güngör (2013), “Girişimci Pazarlamanın Firmaların Finansal Performansına Etkisi”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Sayı.35, Ocak, (97-106)
GEURSEN,Gus M and Rajendra MULYE, “Marketing Orientation in Entrepreneur Led Firm”,http://smib.vuw.ac.nz:8081/WWW/ANZMAC2001/anzmac/AUTHORS/pdfs/Geursen.pdf, 22.12.2010.
HANSEN, David,J., EGGERS Fabian, “The Marketing / Entrepreneurship Interface: A Report On The Charleston Summit”, Journal of Research in Marketing and Entrepreneurship, Vol.12 No.1,2010, pp. 42-53.
HARRIS, L. and RAE A. (2009). Social Networks: The Future of Marketing for Small Business, Journal of Business Strategy, 30 (5), pp. 24-31.
HILL, Jimmy, WRIGHT, Len Tiu, “Defining the Scope Of Entrepreneurial Marketing: A Qualitative Approach”, Journal of Entreprising Culture, Vol.8, No.1, March 2000,23-46.
HILLS, Gerald E., HULTMAN, Claes M. , and Morgan P. MILES, “The Evolution and Development of Entrepreneurial Marketing”, Journal of Small Business Management, 2008, 46(1),pp. 99-112.
HILLS, Gerald E., HULTMAN, Claes M., “Entrepreneurial Marketing” Editörler: LAGROSEN, Stefan ve Göran SVENSSON, Marketing: Broadening the Horizons, Lund: Studentlitteratur, 2006, 219-234.
HILLS, Gerald E., LAFORGE, Raymond W., Research at the Marketing Interface to Advance EntrepreneurshipTheory”, Entrepreneurship Theory and Practice, Spring 1992, 33-59.
HISRISCH, Robert D., “The Need for Marketing in Entrepreneurship”, The Journal Of Business and Industrial Marketing, Vol. 7, No.3, Summer 1992.
JONES, B. (2010). Entrepreneurial Marketing and the Web 2.0 Interface. Journal of Research in Marketing and Entrepreneurship, Vol. 12, No. 2, pp. 143-152.
KAPLAN, A. M., and Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
KEEFE, L., “What is the meaning of ‘marketing’?” Marketing News, September 15, pp.17-18.
KNIGHT, Gary, “Entrepreneurship and Marketing Strategy: The SME Under Globalisation”, Journal of International Marketing, Vol.8, No.2, 2000, pp.12-32.
KOÇAK, Akın ve Özer, Alper (2005), Küçük İşletmeler Pazarlamanın Neresinde:Pazar Odaklılık ve İlişkisel Pazarlama, Pazarlama ve İletişim Kültürü Dergisi, Cilt.4, Sayı.14, (14-26)
KOHLI, Ajay K., and JAWORSKI, Bernard J. “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, 54 (April),1-18.
KRAUS, Sascha, HARMS,Rainer and Matthias FINK, Entrepreneurial Marketing: Moving Beyond Marketing in New Ventures, International Journal of Entrepreneurship and Innovation Management, Special Issue, 2009, pp.1-20.
LEE, S.H., DeWester, D., Park S. R. (2008). Web 2.0 and opportunities for small businesses. Service Business, 2(4), pp. 335-345.
LUMPKIN, G.T., and Gregory G. DESS, “Clarifying the Entrepreneurial Orientation Construct and Linking It To Performance”, The Academy of Management Review, Vol.21, No.1, Jan. 1996, pp. 135-172.
MILES, Morgan P., DARROCH, Jenny, “Large Firms, Entrepreneurial Marketing Processes and The Cycle of Competitive Advantage”, European Journal Of Marketing, Vol.40, No. 5/6, 2006, pp. 485-501.
MILES,Morgan P., ARNOLD, Danny R., “The Relationship Between Marketing Orientation and Entrepreneurial Orientation”, Entrepreneurship Theory and Practice, Summer 1991,50-65.
MORRIS, Michael, and PAUL, G. W. ,”The Relationship Between Entrepreneurship and Marketing in Established Firms”, Journal of Business Venturing,2, 1987,247-259.
MORRIS, Michael, SCHINDEUTTE Minet, Raymond W. LAFORGE, “Entrepreneurial Marketing: A Construct For Integrating Emerging Emerging Entrepreneurship And Marketing Perspectives”, Journal Of Marketing Theory and Practice, Fall 2002, 1-18.
PITT, L., Watson, R., BERTHON, P., WYNN, D., and ZINKHAN, G. (2006). The Penguin’s Window: Corporate Brands from an Open-Source Perspective. Journal of the Academy of Marketing Science, 34(2), 115–127.
PRAHALAD, C.K. and RAMASWARMY, V. (2000), “Co-opting customer competence”, Harvard Business Review, Vol. 78 No. 1, pp. 79-87.
RITZER G. and JURGENSON N. (2010), “Production, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital Prosumer”, Journal of Consumer Culture, 10(1), 13–36
SCHINDEUTTE Minet, MORRIS, Michael and Akın KOÇAK, “Understanding Market-Driving Behavior: The Role of Entrepreneurship”, Jorunal of Small Business Management, 2008, 46(1), pp. 4-26.
SHAW, Eleanor, “Marketing In The Social Enterprise Context: Is It Entrepreneurial?”, Qualitative Market Research: An International Journal, Volume 7, Number 3, 2004, pp. 194-205.
STOKES, David, “Entrepreneurial Marketing: A Conceptualization From Qualitative Research”, Qualitative Market Research: An International Journal, Volume 3, Number 1, 2000 pp. 47-54.(b)
STOKES, David, “Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial Marketing”, Journal of Research in Marketing&Entrepreneurship, Vol.2. No.1: Spring 2000, 1-16. (a)
VARGO, S.L., MAGLIO, P.P. and AKAKA, M.A. (2008), “On value and value co-creation: a service systems and service logic perspective”, European Management Journal, Vol. 26 No. 3, pp. 145-52.
WEBSTER, F.E. Jr. (1992), The Changing Role of Marketing in the Organisation, Journal of Marketing, Vol. 56, October, 1-17.