: entrepreneurship, strategic management, and marketing. Design/methodology/approach – An emerging development among large CPG firms … known for their branding and marketing prowess has been to create dedicated brand/consumer venturing units (e.g. Coca …

differs from traditional marketing theory. Entrepreneurs tend to be “innovation‐oriented”, driven by new ideas and intuitive …This paper considers how marketing can be made more appropriate in entrepreneurial contexts by proposing a conceptual … model of the processes of marketing as undertaken by entrepreneurs. Although marketing is a key factor in the survival and …

Purpose – The article recognizes the problems of successful innovation in big, “established” companies. However, these … innovation, where innovation consists of an ideation/discovery phase, an engineering/solution phase and a testing/launch phase … in innovation are different in different stages of the process, e.g. unestablished ideators do not have sufficient power …

ideas; ensure top executives “walk the talk” as sponsors and hands‐on leaders; and protect disruptive innovation from being …