Entrepreneurial Marketing : The emergence of a new strategy in a small venture

Abstract: Historically speaking, marketing and entrepreneurship have been separated into two different concepts. However, more and more studies are now doing a link between them. They have shown that both concepts have strengths but also weaknesses. Marketers are not entrepreneurial and innovative enough, and entrepreneurial businesses that do not include marketing are less competitive on the market than those who use marketing. These new pieces of research put forward the idea that an innovation does not imply value making for an enterprise. The marketing part that increases the customer value and really makes the difference on the market. The purpose of this thesis is to discover and evaluate the importance and the role of the relationship between entrepreneurship and marketing in the SME SFA Romani. It will then study how this relationship helps SFA Romani in their new strategy (creation of a new R&D department) with the increasing of the customer value as main objective. In order to fulfil the purpose, a deductive approach has been used. Four members of the new R&D department have been interviewed around their vision of the connection between entrepreneurship and marketing. Finally, and after analyzing the empirical data, a conclusion has been drawn. It showed that the new strategy of the company uses entrepreneurial marketing. Firstly, through a close cooperation between the different departments of the company. Secondly, through marketing tools used to understand the customers’ needs and to increase the final customer value. This study finally shows that entrepreneurial marketing is a sustainable way for SFA Romani to increase its competitive advantage and to ensure its long-term survival on the market