Handbook of Entrepreneurship and Marketing
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Handbook of Entrepreneurship and Marketing

Edited by Ian Fillis and Nick Telford

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
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Chapter 22: Dark magi: tales of improvisation, transposition and intellectual cross-pollinations

Noel Dennis and Michael Macaulay

Abstract

Through the metaphor of jazz and specifically with reference to the work of Miles Davis in management education around the areas of entrepreneurship, small business and innovation, the authors present an extended metaphor of the transferability of jazz knowledge into the marketing management and entrepreneurship training and practice. The jazzer/reader model within both music and business is given as the key comparison between those who improvise and innovate and those who ‘read the music’ or prefer to maintain the status quo and follow guidance rather than take risks and be experimental. The Miles Davis example of a jazz innovator but also a highly successful artist commercially is illustrated both with quotations from the literature and key figures in music and music scholarship and also by the experience of the authors in providing an unusual and useful way to use metaphor to understand scholarship and training in marketing and entrepreneurship.

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