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Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing
Journal of Strategic Marketing (2015)
  • Peter Whalen, University of Denver
  • Can Uslay, Rutgers University
  • Vincent J. Pascal, Eastern Washington University
  • Glenn Omura, Michigan State University
  • Andrew McAuley, Southern Cross University
  • Chickery J. Kasouf, Worcester Polytechnic Institute
  • Rosalind Jones, University of Birmingham
  • Claes M. Hultman, University of Orebro
  • Gerald E. Hills, Bradley University
  • David J. Hansen, College of Charleston
  • Audrey Gilmore, Ulster University
  • Joseph J Giglierano,, San Jose State University
  • Fabian Eggers, Menlo College
  • Jonathan Deacon, University of South Wales
Entrepreneurial marketing (EM), born out of the practice of firms operating in conditions of uncertainty, is emerging as a powerful alternative to cope with the decreasing effectiveness associated with traditional marketing. In this article, the authors provide their collective position regarding the field of EM. A brief history and conceptual background of EM is presented and the contextual differences that have shaped its evolution are considered. Distinctions between traditional and EM are derived based on discussions of the concepts of size, speed, market, opportunity, risk, and uncertainty. The perspective of value co-creation in uncertainty is used to develop a contingency framework to serve as the foundation towards a general theory of EM. Operand and operant resources and environmental conditions are proposed to moderate the EM process from opportunity recognition to entrepreneurial organization, EM, and temporary competitive advantage. The theoretical facets are illustrated with seven propositions and directions for future research.
  • entrepreneurial marketing,
  • value co-creation,
  • opportunity recognition,
  • opportunity exploitation,
  • competitive advantage,
  • entrepreneurial orientation
Publication Date
May 19, 2015
Publisher Statement
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Citation Information
Peter Whalen, Can Uslay, Vincent J. Pascal, Glenn Omura, et al.. "Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing" Journal of Strategic Marketing Vol. 24 Iss. 1 (2015) p. 5 - 19 ISSN: 0965-254X
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