Just as society has realized the value of entrepreneurs, so entrepreneurs are gradually realizing the value of strategic marketing. In this text the authors explain the substantial role of marketing in the success of small firms which have emerged in the business environment since the late 1980s.

This informative book examines some social entrepreneurs in practice in several countries whilst concentrating on entrepreneurs in the third sector. The authors call them citizen entrepreneurs. Such people are not only becoming more common but also more necessary in the world of today. Entrepreneurs are seen as people who aim 'to act as if and make a difference', that is, who act out of the ordinary and come up with noticeable solutions to various problems without being restricted by existing resources or possibilities. This book applies these criteria to citizen entrepreneurs, focusing on...

This engaging textbook offers a modern perspective on all that is essential to know about entrepreneurship. It will prove required reading for both lecturers and undergraduate and Masters students on upper-level entrepreneurship courses. Bjorn Bjerke covers all kinds of aspects of entrepreneurship including the history of the subject, our modern entrepreneurial society, local community development, entrepreneurship in different national cultures and women as entrepreneurs. He addresses some theoretical developments, and considers a narrow and a broad view of entrepreneurship, rational and...

This engaging textbook offers a modern perspective on all that is essential to know about entrepreneurship. It will prove required reading for both lecturers and undergraduate and Masters students on upper-level entrepreneurship courses. Bjorn Bjerke covers all kinds of aspects of entrepreneurship including the history of the subject, our modern entrepreneurial society, local community development, entrepreneurship in different national cultures and women as entrepreneurs. He addresses some theoretical developments, and considers a narrow and a broad view of entrepreneurship, rational and...

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, Bjoern Bjerke explores alternative ways of marketing for new businesses and social entrepreneurial ventures. This book first presents the dominant approach to marketing theory used for the last half a century. After that, it presents an alternative approach to marketing theory by emphasizing how new infrastructures and organizations, including online...