Background Note | HBS Case Collection | October 2002 (Revised August 2007)

Entrepreneurial Marketing: Learning from High-Potential Ventures

by Joseph B. Lassiter III


Describes entrepreneurial marketing as both a mind-set and a process. Draws on some 30 business field cases and some 300 student projects that provide insight into what managers do in high-potential settings.

Keywords: Entrepreneurship; Managerial Roles; Marketing;


Lassiter, Joseph B., III. "Entrepreneurial Marketing: Learning from High-Potential Ventures." Harvard Business School Background Note 803-036, October 2002. (Revised August 2007.)