Market creation: the epitome of entrepreneurial marketing practices

Abstract

Purpose The purpose of this paper is to examine theories of marketing and entrepreneurship and compare these with entrepreneurial marketing practices. Design/methodology/approach The paper uses a case study to explore the social constructions of narratives. Findings The paper reveals how interactions based around meanings, purpose and identities work to create products, customers, entrepreneurs and even the market. Here the emphasis on signs, symbols and images redirects attention to create space for expectations to grow. Research limitations/implications The paper develops its argument that merely modifying existing theory is conceptually inadequate; a new framework is introduced which enables the understanding of how entrepreneurship and marketing combine. The paper shows how this fertile dynamic produces not only new products, but also may actually create new markets. Originality/value This case study demonstrates how entrepreneurship and marketing become inseparable in the co‐production of identity and future.