Explain how the study of larger organizations has contributed to the research of Entrepreneurial Marketing and the concept of intrapreneurship.
Then, using a large organisation in either the public, private or voluntary sector of your own choice, critically analyse and discuss whether or not, and how far, aspects of entrepreneurial marketing is carried out in this case study firm.
Conclude by presenting the potential benefits which would arise from a new or continued focus of such a strategy. (Here you may choose to discuss aspects such as relationships and customer value, entrepreneurial marketing techniques and methods, driving innovation, etc.)
You are expected to critically analyse and discuss EM theories, concepts and models and apply them to a case study organisation or company, using academic referencing.
The word count for this piece of work is 2,500 words excluding bibliography and appendices.
Arial 12, 1.5 spacing, and HARVARD Intext citation
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