Economics Foundations for an Entrepreneurial Marketing Concept

This article examines developments in economics and strategic management theory and discusses their implications for marketing. Recent advances in economic theory have suggested new inputs to marketing management theory and practice. With the advance of the “new economic theories” of the firm and its strategy, parts of the essence of the marketing concept are being challenged. This article proposes that a new entrepreneurial marketing concept based on an ex-ante supply-push conception of marketing, and which focuses on future market demands and the future capabilities of the firm, will be capable of solving these problems. Possible elements in a new approach are suggested. The focus is on industrial marketing, very long-term and very general environmental analysis, and on innovation, industrial transformation and the building of the competencies of the firm.