Bjrn Bjerke 2018
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permission of the publisher.
Published by
Edward Elgar Publishing Limited
The Lypiatts
15 Lansdown Road
Cheltenham
Glos GL50 2JA
UK
Edward Elgar Publishing, Inc.
William Pratt House
9 Dewey Court
Northampton
Massachusetts 01060
USA
A catalogue record for this book
is available from the British Library
Library of Congress Control Number: 2017953169
This book is available electronically in the
Business subject collection
DOI 10.4337/9781786438959
ISBN 978 1 78643 894 2 (cased)
ISBN 978 1 78643 895 9 (eBook)
Typeset by Servis Filmsetting Ltd, Stockport, Cheshire
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Contents
Preface
vi
1 Different times and realities – different thinking 1
2 Knowledge development of business entrepreneurship 13
3 Knowledge development of social entrepreneurship 38
4 Knowledge development of marketing 70
5 Knowledge development of leadership 94
6 Some methodological cornerstones 108
7 Entrepreneurial startups 138
8 Marketing approaches for independent business entrepreneurs 187
9 Marketing approaches for business intrapreneurs 225
10 Marketing approaches for social entrepreneurs 234
11 Summary and conclusions 261
References
262
Index
301
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Preface
I have been interested in the subject of business for many years. My busi-
ness education started more formally in the 1960s, when I was enrolled in
Lund University Business School. My major subject was finance and my
minor subject was marketing. I began to understand that this decade was
something of a breakthrough for marketing as an orientation in theory
as well as in practice. The industrial part of the world was booming,
backed up by purchasing power among customers in consumer markets
at an all-time high. It was in this environment that Philip Kotler published
Marketing Management
in 1967, a book which quickly became a bestseller
and hard to avoid by anybody operating in the marketing field. At that
time, I was also close to starting a business myself, with one of my class-
mates. We had the idea to name that business 4M (Marketing with More
Modern Methods). But that thought was never realized.
However, while studying for my Bachelor’s degree in Business, to
improve my finances I started to work part-time as a night watchman in
the neighbouring city of Malm, and I did this for several years. At the end
of the 1960s, the Swedish government issued a recommendation directed at
companies or other organizations employing security people, implying that
for anybody to call himself or herself a security officer, he or she should
get some basic education and training in how to put out a fire, how to
behave in a police-like fashion, how to be able to defend oneself, and other
necessary skills to do the job well. So, an idea came to me. I saw a golden
opportunity for starting a business to educate people in Sweden working in
the field of security for them to live up to the government’s recommenda-
tion, in case they could not provide any evidence that they possessed the
formal requirements in question. I bought a non-active limited company
and re-registered it in the name of SeEd (Security Education) Ltd,
designed a two-week educational programme containing various security
aspects, drew up contracts with people from the local fire brigade, police
force, self-defence institutes etc., to provide me with teachers and admitted
about twenty students with the adequate orientation as a first group, got it
going and hoped for a bright future.
To my surprise, however, no people applied to enrol on my educational
programme after the first admitted group. The reason turned out to be
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