The late Björn Bjerke, formerly Linnaeus University, Sweden

'This book offers a new way of thinking about the ontology and function of marketing in various entrepreneurial contexts. Bjoern Bjerke's notable prior scholarship in social entrepreneurship underpins a foundation of knowledge and experience that gives us a more expansive and different way of seeing entrepreneurial situations, so that, for example, we can grasp public places as a form of a market, and, view entrepreneurs as more engaged in ''realizing'' value rather than what we traditionally think of as ''marketing'' goods or services to others. As the field of entrepreneurship focuses more on the process of value creation, this book offers various theoretical perspectives, methods, and insights into ways that value is co-created. This book is a very timely and important contribution that integrates cutting edge ideas in marketing and entrepreneurship so as to see both disciplines in new ways.'--William B. Gartner, Babson College, US

• Contents: Preface 1. Different Times and Realities - Different Thinking 2. Knowledge Development of Business Entrepreneurship 3. Knowledge Development of Social Entrepreneurship 4. Knowledge Development of Marketing 5. Knowledge Development of Leadership 6. Some Methodological Cornerstones 7. Entrepreneurial Startups 8. Marketing Approaches for Independent Business Entrepreneurs 9. Marketing Approaches for Business Intrapreneurs 10. Marketing approaches for Social Entrepreneurs 11. Summary and Conclusions References Index

The late Björn Bjerke, formerly Linnaeus University, Sweden

'This book offers a new way of thinking about the ontology and function of marketing in various entrepreneurial contexts. Bjoern Bjerke's notable prior scholarship in social entrepreneurship underpins a foundation of knowledge and experience that gives us a more expansive and different way of seeing entrepreneurial situations, so that, for example, we can grasp public places as a form of a market, and, view entrepreneurs as more engaged in ''realizing'' value rather than what we traditionally think of as ''marketing'' goods or services to others. As the field of entrepreneurship focuses more on the process of value creation, this book offers various theoretical perspectives, methods, and insights into ways that value is co-created. This book is a very timely and important contribution that integrates cutting edge ideas in marketing and entrepreneurship so as to see both disciplines in new ways.'--William B. Gartner, Babson College, US

• Contents: Preface 1. Different Times and Realities - Different Thinking 2. Knowledge Development of Business Entrepreneurship 3. Knowledge Development of Social Entrepreneurship 4. Knowledge Development of Marketing 5. Knowledge Development of Leadership 6. Some Methodological Cornerstones 7. Entrepreneurial Startups 8. Marketing Approaches for Independent Business Entrepreneurs 9. Marketing Approaches for Business Intrapreneurs 10. Marketing approaches for Social Entrepreneurs 11. Summary and Conclusions References Index