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dc.contributor.authorAmoncar, Nihar
dc.contributor.authorDeacon, Jonathan
dc.contributor.authorStephens, Paula
dc.date.accessioned2020-02-25T11:15:12Z
dc.date.available2020-02-25T11:15:12Z
dc.date.issued2016-01-12
dc.identifier.citationNihar, A., Jonathan, D. And Paula, S., (2016). ‘Defining contextual advantage: exploring the contextual relation between effectuation and entreprenurial marketing for creating new markets effectually’. Asia Pacific Journal of Advanced Business and Social Studies, 2(1), pp.29-42.en_US
dc.identifier.issn2205-6033
dc.identifier.urihttp://hdl.handle.net/10545/624516
dc.description.abstractThe paper explores the behaviour of the Entrepreneur and the Effectual use of available resources mainly social capital in new market creation. The study dwells on creating a unique ‘Context’ by leveraging these resources to increase the Entrepreneurial orientation of a firm. The paper further attempts to explore whether the Contextual link between Effectuation and Entrepreneurial Marketing helps develop a ‘Contextual Advantage’, which can be used as a mean of developing a unique business model which differentiates the firm in the market. The paper hence explores contemporary theories of Entrepreneurship and Marketing namely Entrepreneurial Marketing, Effectuation and Contextual Marketing by studying their inter-relation. The nature of these theories is under-explored according to the authors and requires further investigation to evolve the field of Marketing and Entrepreneurship.en_US
dc.description.sponsorshipN/Aen_US
dc.language.isoenen_US
dc.publisherAsia Pacific Institute of Advanced Researchen_US
dc.relation.urlhttps://apiar.org.au/wp-content/uploads/2016/03/4_APJABSS_APCCR_BRR734-29-42.pdfen_US
dc.rightsCC0 1.0 Universal*
dc.rights.urihttp://creativecommons.org/publicdomain/zero/1.0/*
dc.subjectEntrepreneurial Marketingen_US
dc.subjectEffectuationen_US
dc.subjectContextual Marketingen_US
dc.subjectEntrepreneurshipen_US
dc.titleDefining contextual advantage: exploring the contextual relation between effectuation and entrepreneurial marketing for creating new markets effectuallyen_US
dc.typeArticleen_US
dc.contributor.departmentUniversity of South Walesen_US
dc.identifier.journalAsia Pacific Journal of Advanced Business and Social Studiesen_US
dcterms.dateAccepted2015-11-20
refterms.dateFOA2020-02-25T11:15:13Z
dc.author.detail786956en_US


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