Corporate Entrepreneurship, The Marketing Mix, and Business Performance

Hilton Barrett; Art Weinstein

doi:10.1007/978-3-319-13141-2_61

Corporate Entrepreneurship, The Marketing Mix, and Business Performance

Hilton Barrett
, Art Weinstein

Nova Southeastern University

Research output: Chapter in Book/Report/Conference proceeding › Chapter

7 Scopus citations

Abstract

Relationships are examined among a firm’s corporate entrepreneurship (CE) behavior; pricing, product, and promotional strategy components; and business performance. There is a positive correlation between CE and each of these mix factors; and between CE and business performance. There are stronger relationships between the marketing mix factors within consumer than industrial firms.

Original language	English
Title of host publication	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	144-150
Number of pages	7
DOIs	https://doi.org/10.1007/978-3-319-13141-2_61
State	Published - Dec 13 2014

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Bibliographical note

Publisher Copyright:
© 2015, The Academy of Marketing Science.

ASJC Scopus Subject Areas

Strategy and Management
Marketing

Keywords

Business Performance
Large Firm
Market Orientation
Small Firm
Strategic Management Journal

Access to Document

10.1007/978-3-319-13141-2_61

Cite this

Barrett, H., & Weinstein, A. (2014). Corporate Entrepreneurship, The Marketing Mix, and Business Performance. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science: Proceedings of the Academy of Marketing Science (pp. 144-150). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-13141-2_61

Corporate Entrepreneurship, The Marketing Mix, and Business Performance. / Barrett, Hilton; Weinstein, Art.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2014. p. 144-150 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Barrett, H & Weinstein, A 2014, Corporate Entrepreneurship, The Marketing Mix, and Business Performance. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 144-150. https://doi.org/10.1007/978-3-319-13141-2_61

Barrett H, Weinstein A. Corporate Entrepreneurship, The Marketing Mix, and Business Performance. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2014. p. 144-150. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-13141-2_61

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Corporate Entrepreneurship, The Marketing Mix, and Business Performance

Abstract

Publication series

Bibliographical note

ASJC Scopus Subject Areas

Keywords

Access to Document

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Cite this