Show Less
You do not have access to this content

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.
Show Summary Details
You do not have access to this content

Chapter 2: Knowledge development of business entrepreneurship

Björn Bjerke

Extract

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.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.