Abstract:

This paper intends to contribute to the development of the entrepreneurial marketing construct. It proposes shifting the focus from the marketing activities themselves to what shapes them, that is, the marketing decision making process, which is forged by both the entrepreneurial environment, and its contingencies, and the mindset of the entrepreneur. Based on such conceptualization, the paper draws on the cognitive approach to entrepreneurship, particularly the effectuation theory. Results from the research,  using  the  Critical  Incident  Technique  to  explore  entrepreneurial decisions,  present  the entrepreneurial  marketing  process  and  offer  evidence  confirming  the  consistency  between entrepreneurial marketing and effectual decision making logic.