MARKETING FOR ENTREPRENEURS: REFRAMING YOUR STRATEGY FOR DYNAMIC TIMES

Abstract

The opportunity co-creation construct has to be given significant attention as a fundamental choice in order to achieve progress in the field of entrepreneurial marketing. This is necessary in order to move forward. This study integrates fresh "views in entrepreneurship with a growing, service-dominant logic of marketing in order to produce a market conceptualization for studying uncertainty in dynamic social and economic contexts". The goal of this study is to construct a market conceptualization that can be used to examine these types of scenarios. Both of these ideas are currently going through a period of profound transition. This understanding of the market makes it possible to build and transmit value propositions, to derive and evaluate value, and to (re)form markets, all of which contribute to the continuing co-creation of possibilities. With the support of recent research that focuses on the process of opportunity co-creation, an initial definition as well as some theoretical concerns have been created.