Journal of Enterprising Culture

This paper focuses on entrepreneurial opportunities in a consumer market setting. The purpose is to explore how the corporate branding process influences emerging entrepreneurial opportunities. The empirical results show the importance of symbols and images influencing emerging opportunities, rather than isolated product innovations. Here the importance of examining all the people involved in the entrepreneurial process, rather than just focusing on the entrepreneur or the entrepreneurial organization, is emphasized. The case illustrates the intensity and the devotion invested in the creation of a context that holds the Nav products. In this process the interplay between identity and image is described in a corporate branding perspective. I show how, by whom, and where, the creation of context becomes distinct. Introducing the creation of context to entrepreneurship theories change the opportunity discussion from a situation where organizational aspects are primarily focused on, to a situation also emphasizing the consumer market side of entrepreneurial opportunities. The theoretical results illustrate how branding theory and marketing/entrepreneurship interface theories shift the interest from organization aspects to market related aspects of the entrepreneurial process. The overall conclusions are that branding aspects of the entrepreneurial process are becoming more challenging in a society and on a market generally characterized by fragmentation.

This paper focuses on a biographical approach to entrepreneurial marketing research. Conventional research methodologies such as in-depth interview and questionnaires have a range of advantages, disadvantages and bias. Biographical research can result in the generation of longitudinal data which can be triangulated with data and theory from these more conventional approaches in order to enhance understanding of entrepreneurial marketing behaviour. In marketing, formal prescriptions of stepwise, linear processes dominate and in entrepreneurship the focus is often on new venture formation rather than in growing the firm. Previous research by the authors has focused on the creativity of individuals, groups and organisations using a combination of conventional research methods and the biographical approach. The paper builds on this research by investigating the entrepreneurial marketing endeavour of perhaps the best known British engineer, Isambard Kingdom Brunel. Although Brunel was first and foremost an engineer he was also a shrewd business person who demonstrated understanding of entrepreneurial marketing procedures. Comparing the findings with previous research results, it can be seen that a set of core entrepreneurial marketing constructs hold true over long periods of time. These factors can then be taken into consideration when developing more creative, entrepreneurial marketing theory for the firm.

This study examines the role that gender played in the entrepreneurial actions of mature women in the process of starting and developing their businesses. The literature indicates that the characteristics of entrepreneuse and their businesses can be usefully categorised in terms of push and pull factors. Motivational pull factors are seen as broadly universal, fitting both men and women, but push factors, such as flexibility to accommodate domestic roles are presented as more important for women, Consequently our study examines mature entrepreneuse, who might be expected to have reduced domestic responsibilities. A sample of ten mature female entrepreneurs was selected because the literature indicated that there were specific "windows of entrepreneurial opportunity" in women's life stages. Such a window of opportunity could be expected to open when the demands of childrearing reduce as children become older. The respondents were interviewed in depth to explore the ramifications of gender in the motivation, expectations, purpose, action and outcomes of their business activities. We found that gender, in particular gender expectations, continued to play a significant configuring role in the way that these respondents operated their businesses.

In this paper, we develop a multi-stage formative measurement model to investigate which factors constitute the corporate brand of a start-up as seen from within the firm (corporate identity) and as perceived from outside (corporate image). Furthermore, we propose a structural model for brand building in start-ups, i.e. the causal relation between corporate identity and corporate image. We test this model empirically for a sample of 311 German start-ups. The study proves the importance of well-balanced and timely corporate branding activities in new ventures. It shows that internal branding activities are at least as important as those communication measures that are directly targeted at external audiences like customers and investors.