Entrepreneurship implications on marketing function
Entrepreneurship implications on marketing function

Summary/Abstract: In the current context of globalization, entrepreneurship appears as a factor able to address economic and social challenges,contributing to a greater extent to the consolidation of a knowledge-based economy. In these circumstances, entrepreneurship can be seen as a factor of economic growth, social progress and employment work. The importance of entrepreneurship is given the ability to stimulate certain sectors of the local economy due to the load of innovation that can transmit contributing decisively to the endogenous development of the area. An entrepreneur which incorporating effective marketing in his business will easily identify needs, preferences and characteristics of target segments and will induce changes needed to serve these segments. These skills contribute to the survival of the market and achieve a performance level higher than competitors, being characteristic of entrepreneurial marketing, the key to success in complex and dynamic competitive environment in which firms operate today.

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