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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 9: Marketing approaches for business intrapreneurs

Björn Bjerke


This chapter is orientated at providing models and interpretations from situations where the entrepreneur pursues his or her goals from the position of being already employed in another company (intra-corporate entrepreneurship). The chapter discusses this situation from a rational as well as from a social phenomenological point of view. Much of what is discussed in Chapter 8 is applicable here as well, but some extra elaborations are included.

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