Entrepreneurial marketing : A comparative study of 42Below Vodka and Penderyn Whisky

Abstract

Entrepreneurial marketing has gained popularity in the entrepreneurship and marketing disciplines recently. The success of ventures pursuing non-traditional marketing approaches can be attributed to entrepreneurial marketing practices. Despite the multitude of marketing concepts and models, there are notable successes that deviate from these and are labeled "entrepreneurial." The purpose of this paper is to explore entrepreneurial marketing approaches used by companies and their impact on the success of marketing activities. We use the seven core dimensions of entrepreneurial marketing developed by Morris, Schindehutte, and La Forge (2002) and apply these to two spirit company cases: 42Below Vodka and Penderyn Whisky