The marketing-entrepreneurship paradox: A frequency-domain analysis

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dc.contributor.author Nikolić, Slavka T.
dc.contributor.author Gradojević, Nikola
dc.contributor.author Đaković, Vladimir
dc.contributor.author Mladenović, Valentina
dc.contributor.author Stanković, Jelena
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2017-10-02
dc.date.available 2017-10-02
dc.date.issued 2017-10-02
dc.identifier.issn 1212-3609
dc.identifier.uri https://dspace.tul.cz/handle/15240/20924
dc.description.abstract The areas of overlap between the disciplines of marketing and entrepreneurship are substantial and they provide a wide variety of opportunities for multidisciplinary research. This paper lays out multidisciplinary foundations for the formal theoretical and practical treatment of the interaction between marketing, entrepreneurship and profitability in an organization. The focus of this research is on a company’s success as a function of organizational changes and the level of acceptable risk, measured by its profitability. The contribution to the literature on the relationship between entrepreneurship and marketing is reflected in a new approach that relies on the multi-scale (i.e., frequency-dependent) approach or the so-called “spiral of success”. In addition, this paper highlights the necessity for dynamic abilities and innovative character in an organization. More broadly, it explains an important theoretical paradox that organizations always face high risk, but, in order to survive in business, they need to enter new cycles of entrepreneurial activities (innovation and diversification) that involve even more risk. The novelty of this study lies in its application of the causality tests in the frequency domain for the bivariate system in order to demonstrate the marketing-entrepreneurship paradox. This is, to the authors’ best knowledge, the first paper that uses such a methodology in marketing and entrepreneurship. The paper’s principal hypothesis is tested on a well-diversified company (Amazon.com) where it is shown that marketing drives changes in net income at both medium and long horizons, but not vice-versa. The findings and related discussions can be useful to academics and practitioners, as well as to public policy-makers. en
dc.format text
dc.format.extent 12 s. cs
dc.language.iso en
dc.publisher Technical university of Liberec, Czech Republic en
dc.publisher Technická Univerzita v Liberci cs
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dc.rights CC BY-NC
dc.subject marketing en
dc.subject entrepreneurship en
dc.subject causality en
dc.subject frequency-domain en
dc.subject innovation en
dc.subject.classification M31
dc.subject.classification L26
dc.subject.classification C22
dc.title The marketing-entrepreneurship paradox: A frequency-domain analysis en
dc.type Article en
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2017-3-014
dc.identifier.eissn 2336-5604
local.relation.volume 20
local.relation.issue 3
local.relation.abbreviation E+M cs
local.relation.abbreviation E&M en
local.faculty Faculty of Economics
local.citation.spage 207
local.citation.epage 218
local.access open
local.fulltext yes


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