A Contingency Approach to Marketing Entrepreneurship: Impact of Business Strategies on the Firm’s Marketing Function
Gordon T. Gray, Stacia Wert-Gray

Abstract
Marketing and entrepreneurship have long been recognized as two key responsibilities for firms. Research efforts, however, have generally considered the two separately or examined integration only in specific contexts. This paper, building upon Austrian economics and marketing perspectives, presents marketing and entrepreneurship as synonymous and explores the means by which a firm’s marketing function may fulfill its entrepreneurial role. Strategic orientations, it is suggested, serve to alert marketing entrepreneurs to opportunities by focusing attention on aspects of the firm’s environment. Testable propositions linking alertness to opportunities, strategic orientations, and business strategy are presented.

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