Call for Papers
Conference theme: Entrepreneurial Marketing - Embracing Change and Disruption In and Beyond the Classroom
(all other topics are welcomed as well - see below)
Research shows that marketing is one of the top concerns of SMEs for firm survival and growth (Harrigan, Ramsey, & Ibbotson, 2012; Mitchell, Hutchinson, Quinn, & Gilmore, 2015; Simpson & Taylor, 2002; Westgren & Wuebker, 2019). During the startup phase, firms confront challenges created by limited resources and conditions of uncertainty. Established firms, small and large, also feel the pressure, given today’s rapid pace of technological change and disruptive innovation. Under such conditions, proactive, innovative marketing, also referred to as “entrepreneurial marketing,” is an important success factor.
Entrepreneurial marketing (EM) has been defined as “as a spirit, an orientation, as well as a process of passionately pursuing opportunities and launching and growing ventures that create perceived customer value through relationships by employing innovativeness, creativity, selling, market immersion, networking, and flexibility.” (Hills & Hultman, 2011, p. 3).
We seek to stimulate conversations related to EM in education. The goal is to better prepare all forms of ventures – from lifestyle companies to aspiring unicorns – in order to increase the rate of success and to stimulate economic growth. Importantly, this call seeks contributions that include classroom education as well as other methods of educating entrepreneurs, small business owners, and managers about EM concepts.
Interest in EM education has evolved over the last 30 years into a large body of research. We aim to bring together scholarship that addresses the wide range of approaches and outcomes related to EM and learning. Examples of potential scholarly contributions might follow one of the following three formats.
Papers presented at the conference will receive special consideration for a Special Issue in the Journal of Marketing Education.
All the usual topics are welcomed as well. Here are a few we would like you to consider:
Please also consider the following conference track:
"Next Level Incubator for Entrepreneurial Marketing"
From time to time, we all get to that "blank page" point in our research where we need insight, or an objective pair of eyes, or some other really smart person to tell us how or where to go next. The outside contribution may not even be right but cause us to think differently and put us on the right path. We're looking for paper presentations that need some extra critique and airing to give authors that nudge on how to take their research to the next level.
We are interested in two types of papers. One type of papers should meet traditional journal requirements, but may be lacking:
- a good problem statement, or
- the right theoretical framework, or
- the right analytical method, or
- a compelling interpretation of the results, or
- great conclusion
- but not more than one of the above
Another type of paper may be a "developmental pitch" in that you have a great idea but don't know how to develop it further and need to attract a co-author. You want to pitch a research idea and need a co-author to come aboard and contribute theory, research methodology, or data.
If your paper is one of the two types above, please stamp your abstract with "NEXT LEVEL" and prepare a short statement (2-3 sentences) on how the project might benefit from the session.
Be aware that NEXT LEVEL papers do not qualify for the Journal of Marketing Special Issue.
One author can only give one presentation at the conference. Author teams can submit more than one research proposal, however, if accepted, different authors need to present the research.
Two page abstract submissions (in Microsoft Word format, no special format required) are due March 1, 2022. Authors will be notified around April 1, 2022. Please send to fabian.eggers@menlo.edu
(all other topics are welcomed as well - see below)
Research shows that marketing is one of the top concerns of SMEs for firm survival and growth (Harrigan, Ramsey, & Ibbotson, 2012; Mitchell, Hutchinson, Quinn, & Gilmore, 2015; Simpson & Taylor, 2002; Westgren & Wuebker, 2019). During the startup phase, firms confront challenges created by limited resources and conditions of uncertainty. Established firms, small and large, also feel the pressure, given today’s rapid pace of technological change and disruptive innovation. Under such conditions, proactive, innovative marketing, also referred to as “entrepreneurial marketing,” is an important success factor.
Entrepreneurial marketing (EM) has been defined as “as a spirit, an orientation, as well as a process of passionately pursuing opportunities and launching and growing ventures that create perceived customer value through relationships by employing innovativeness, creativity, selling, market immersion, networking, and flexibility.” (Hills & Hultman, 2011, p. 3).
We seek to stimulate conversations related to EM in education. The goal is to better prepare all forms of ventures – from lifestyle companies to aspiring unicorns – in order to increase the rate of success and to stimulate economic growth. Importantly, this call seeks contributions that include classroom education as well as other methods of educating entrepreneurs, small business owners, and managers about EM concepts.
Interest in EM education has evolved over the last 30 years into a large body of research. We aim to bring together scholarship that addresses the wide range of approaches and outcomes related to EM and learning. Examples of potential scholarly contributions might follow one of the following three formats.
- Research Based on Student Populations
Here we look for research based on data from students. This could include classroom-based experiments or student projects that involve external clients. - Research Based on Entrepreneur and/or Intrapreneur Populations
EM provides a foundation that helps create marketing advantages for founders of new ventures, owner-managers of SMEs, and senior executives of large firms. Here we seek to understand EM education within such contexts, for example through entrepreneurship centers, incubators, accelerators, and corporate innovation centers. - Pedagogical Tools
This format might focus on how teaching tools and syllabi have been adapted to educate entrepreneurs preparing for, or currently facing, rapid industry change and volatile competitive situations.
Papers presented at the conference will receive special consideration for a Special Issue in the Journal of Marketing Education.
All the usual topics are welcomed as well. Here are a few we would like you to consider:
- New product introductions by entrepreneurial start-ups
- Business models and customer development
- Innovative teaching approaches for entrepreneurial marketing
- Construct and instrument validation for entrepreneurial marketing research
- Meta-analysis and comprehensive literature reviews on topics related to entrepreneurial marketing
- Evaluative comparisons of alternative methodologies used in researching entrepreneurial marketing
- Case and small sample studies in entrepreneurial marketing research
- Competitive responses to entrepreneurial efforts
- Entrepreneurial marketing activities in turbulent environments
- Individual decision making in entrepreneurial marketing
Please also consider the following conference track:
"Next Level Incubator for Entrepreneurial Marketing"
From time to time, we all get to that "blank page" point in our research where we need insight, or an objective pair of eyes, or some other really smart person to tell us how or where to go next. The outside contribution may not even be right but cause us to think differently and put us on the right path. We're looking for paper presentations that need some extra critique and airing to give authors that nudge on how to take their research to the next level.
We are interested in two types of papers. One type of papers should meet traditional journal requirements, but may be lacking:
- a good problem statement, or
- the right theoretical framework, or
- the right analytical method, or
- a compelling interpretation of the results, or
- great conclusion
- but not more than one of the above
Another type of paper may be a "developmental pitch" in that you have a great idea but don't know how to develop it further and need to attract a co-author. You want to pitch a research idea and need a co-author to come aboard and contribute theory, research methodology, or data.
If your paper is one of the two types above, please stamp your abstract with "NEXT LEVEL" and prepare a short statement (2-3 sentences) on how the project might benefit from the session.
Be aware that NEXT LEVEL papers do not qualify for the Journal of Marketing Special Issue.
One author can only give one presentation at the conference. Author teams can submit more than one research proposal, however, if accepted, different authors need to present the research.
Two page abstract submissions (in Microsoft Word format, no special format required) are due March 1, 2022. Authors will be notified around April 1, 2022. Please send to fabian.eggers@menlo.edu