A dynamic market conceptualization for entrepreneurial marketing: the co-creation of opportunities

Abstract

The entrepreneurial marketing domain should consider opportunity co-creation as a foundational construct for advancing the discipline. This paper integrates emerging views in entrepreneurship with an evolving, service-dominant logic of marketing to develop a market conceptualization for exploring uncertainty in dynamic social and economic environments. With this market conceptualization, opportunities are continually co-created through the development and communication of value propositions, the derivation and determination of value, and the (re)formation of markets. Emerging research around the process of opportunity co-creation is used to create an initial definition and theoretical considerations.

Keywords::

• entrepreneurial marketing
• service-dominant logic
• opportunity co-creation

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

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