This paper seeks to offer an alternative perspective to the quality of life (QOL) philosophy that has been embraced by the marketing discipline. It is proposed that firms which seek to maximize QOL may violate their responsibilities to their owners and other stakeholders.

Purpose – The paper aims to explore how large firms might leverage entrepreneurial marketing processes to gain and renew competitive advantage. Design/methodology/approach – The paper applies past research on entrepreneurial marketing and entrepreneurship with examples from a long‐term...