TY - JOUR T1 - Does Entrepreneurial Marketing Underrate Competition? JF - Technology Innovation Management Review Y1 - 2018 A1 - Mika Westerlund A1 - Seppo Leminen KW - competition KW - entrepreneurial KW - environment KW - marketing KW - orientation AB - This study aims to investigate the relationship between marketing needs and actions in entrepreneurial marketing. So doing, it explores how the entrepreneur’s interpretation of the needs that arise from the changes and opportunities in the business environment affects their actions in entrepreneurial marketing. We establish and test a set of hypotheses over a sample of 3,097 entrepreneur-led small firms from Finland. The results show that entrepreneurial perception of environmental pressure in terms of partners, customers, and competitors is linked to the marketing practices of small firms in terms of developing business relations, publicity, and offerings. That is, actions in entrepreneurial marketing depend on the entrepreneur’s ability to interpret needs based on the signals in the business environment. However, the study confirms that entrepreneurs pay less attention to competition, which affects their marketing actions, and it suggests that both research and practice of entrepreneurial marketing should pay more regard to competition. PB - Talent First Network CY - Ottawa VL - 8 UR - https://timreview.ca/article/1183 IS - 9 U1 - Carleton University Mika Westerlund, DSc (Econ), is an Associate Professor at Carleton University in Ottawa, Canada. He previously held positions as a Postdoctoral Scholar in the Haas School of Business at the University of California Berkeley and in the School of Economics at Aalto University in Helsinki, Finland. Mika earned his doctoral degree in Marketing from the Helsinki School of Economics in Finland. His research interests include open and user innovation, the Internet of Things, business strategy, and management models in high-tech and service-intensive industries. U2 - Pellervo Economic Research & Aalto University Seppo Leminen is a Research Director at Pellervo Economic Research in Finland, and he serves as an Adjunct Professor of Business Development at Aalto University in Helsinki, Finland, and as an Adjunct Research Professor at Carleton University in Ottawa, Canada. He holds a doctoral degree in Marketing from the Hanken School of Economics in Finland and a doctoral degree in Industrial Engineering and Management from the School of Science at Aalto University. His research and consulting interests include living labs, open innovation, innovation ecosystems, robotics, the Internet of Things (IoT), as well as management models in high-tech and service-intensive industries. He is serving as an associate editor in the BRQ Business Research Quarterly, on the editorial board of the Journal of Small Business Management, as a member of the Review Board for the Technology Innovation Management Review, and on the Scientific Panel of the International Society for Professional Innovation Management (ISPIM). Prior to his appointment at Aalto University, he worked in the ICT and pulp and paper industries. ER -