ABSTRACT
Entrepreneurial behaviour demands the 'reconceptualisation of these parameters, leading to entirely new combinations of productive resources and market potentials'. Marketing-oriented management is a concept well-understood by practitioners and students of marketing. Entrepreneurial alertness is vital to this view of market operations and Kirzner writes that Human beings tend to notice that which it is in their interest to notice. Marketing-oriented management has relevance also to the execution of effective competitive strategy for this, as well as entrepreneurship, relies vitally upon the fulfilment of consumers' needs as a prerequisite of achieving the economic goals of the business. Minkes and Foxall write that entrepreneurship is displayed in the successful extension of product-market scope. The ability of managers to increase the effectiveness of their strategies of innovation is apparent from the fact that the variables which discriminate success from failure are those which are under executive rather than environmental control.
