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The Dynamic Marketing–Entrepreneurship Interface: A Creative Management Approach
Author(s) -
Nyström Harry
Publication year - 1998
Publication title -
creativity and innovation management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.148
H-Index - 60
eISSN - 1467-8691
pISSN - 0963-1690
DOI - 10.1111/1467-8691.00099
Subject(s) - entrepreneurship , multidisciplinary approach , perspective (graphical) , interface (matter) , context (archaeology) , marketing , work (physics) , process (computing) , knowledge management , business , marketing management , computer science , sociology , engineering , mechanical engineering , paleontology , social science , finance , bubble , artificial intelligence , maximum bubble pressure method , parallel computing , biology , operating system
In recent years increasing attention has been paid to the marketing – entrepreneurship interface in the management literature. This work is valuable in pointing out the need for a multidisciplinary perspective and a more holistic approach to research in the area. The present article argues that there is a need to further extend the paradigm and study the interface in a more dynamic context, than that which is provided by traditional economic approaches to marketing and entrepreneurship. This is done by using a creative management approach, which ties together economic, organizational and psychological mechanisms, to try to understand the dynamic marketing and entrepreneurship interface in a strategic management perspective. The creative management approach should be viewed as a meta‐model which includes the economic model as a way of describing the outcome of the dynamic process.