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research / germany
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By the way, it should be mentioned that there
are, indeed, approaches which are focused upon only one cell. On the other hand one can
think of solutions which go beyond the boundaries of a single cell. The objective of the
follow-up consideration is to stimulate an entrepreneurial process of generating options
by giving some examples what can be done. In other words, it is not intended to develop
a comprehensive program.
Although the next considerations are based upon insights from German entrepreneurship
research, it should be pointed out that there are, in fact, lots of interesting contributions
from entrepreneurship research in other regions
The marketing of commodities is a difficult kind of business due to the fact that the
homogeneity of products and market processes creates a situation which is close to the
state of perfect competition. In those situations there is only a very few number of
different instruments for marketers to be used. Many German firms participated in the
commodity business and learnt their lessons the hard way. Among the most important
mistakes we can find the lack of entrepreneurial spirit and entrepreneurial activities.
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