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Alternative Marketing Approaches for Entrepreneurs

Björn Bjerke

Consumers have, to a large extent, become their own producers; they are more aware of marketing and are active in adding value to the products and experiences they want. By assessing customers as active agents rather than passive consumers, Björn Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures.
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Chapter 2: Knowledge development of business entrepreneurship

Björn Bjerke


This chapter starts by presenting knowledge development of the subject of business entrepreneurship during the 300 years of its existence, starting by looking at it as an economic function and ending with today’s focus on understanding entrepreneurship by better understanding the customers. After separating entrepreneurship from enterprising, small business, innovation and self-development, the chapter discusses two views on the subject today, referred to as the limited and the more extended view, and ends by presenting the author’s opinion of the possibility of characterizing business entrepreneurs as people acting ‘as if’, and involving more parts of their bodies in the business than just their brains.

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