Marketing Heidegger: Entrepreneurship and corporate practices
Titel:
Marketing Heidegger: Entrepreneurship and corporate practices
Auteur:
Solomon, Robert C.
Verschenen in:
Inquiry
Paginering:
Jaargang 38 (1995) nr. 1-2 pagina's 75-81
Jaar:
1995-06
Inhoud:
Spinosa, Flores, and Dreyfus have made some valuable suggestions about the important but (in philosophy) much neglected concept of entrepreneurship. An entrepreneur, in the classical economists' lexicon, is a person who founds, organizes, and manages a business. In more modern conversation, he or she is a business hero or heroine. Nowhere is the new emphasis on entrepreneurship more evident than in our largest corporations. The authors analyse the entrepreneur not as an eccentric or a maverick but in terms a specific way of operating within existing social practices. They reject the still prevalent caricature of the avaricious entrepreneur in the grip of greed as well as the too 'genius'-oriented conception of the inventor who cannot manage his own affairs, much less a corporation. An entrepreneur, on their account, is someone who knows how to notice and 'hold on to' an anomaly and creates a market, sometimes where there was no market at all. They argue that entrepreneurship essentially involves conversation. It is not mere inventiveness. This 'reconfiguration' of entrepreneurship explains a great deal about what many corporations - at considerable expense - are learning about their own activities and operations, and many established and successful companies are struggling to transform themselves in just the direction that Spinosa, Flores, and Dreyfus have outlined.
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