Opportunity and Innovation: Synergy within an Entrepreneurial Approach to Marketing

It is evident from the literature that there is potential synergy between opportunity and innovation in the creation of value and competitive advantage for businesses. However, while entrepreneurial marketing presents a strategic business context in which to explore that synergy, there is a lack of existing work on which to draw. Addressing this, the main aim of this paper is to provide a common platform for researchers and business practitioners to tackle gaps in understanding, providing strategic implications and opportunities for future research. This is achieved through the development of a conceptual model, which builds on theories relating to marketing/entrepreneurial orientation and recent research on entrepreneurial marketing. The conceptual model offers a means of interpreting the synergy between opportunity and innovation in the creation of value.