Entrepreneurial marketing and technology orientation: a case-based study of the UK energy service industry

The aim of this PhD research is to address the role of Technology Orientation (TO) and Entrepreneurial Marketing (EM) in new firms within the energy service industry. It mainly focuses on how Entrepreneurial Orientation (EO), Market Orientation (MO) and TO (inclusive of digitally enhanced marketing activities) contribute towards young firms' EM performance.
The Technology Entrepreneurship Marketing and Performance (TEMP) model is conceptualised and developed using extant theory and mixed qualitative methodologies including semi-structured interviews and observational web-based research. Findings identified several themes identified in earlier EM literature and five new emerging themes that offer insights into the potential relationship between EO, MO and traditional (administrative) marketing and digital marketing. From this, the research conceptualises technology driven marketing techniques as being a significant part of a firm's TO and this implicitly compliments the entrepreneur's ability to market the firm, products and services to customers. Implications include the implicit value of a combined EM approach which includes TO, and widening the research agenda to include new policy driven SMEs in 'green' technology industries.