Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage

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Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing (2016, background): “In turn, large corporations have also recognized the efficacy and potential of EM (Miles & Darroch, 2006).”
Entrepreneurial marketing and firm performance: Synthesis and conceptual development (2020, unknown): “Miles and Darroch (2006) argued that an EM process is critical for opportunity creation, evaluation, and exploitation inside large organizations.”
Innovative marketing in SMEs (2009, background): “), while maintaining a process-focus and concentrating on incremental innovations ( Miles and Darroch, 2006”
Exploring entrepreneurial marketing (2015, methodology): “…to consider how to trade off investments in the currently, potentially profitable, ‘known’ business of better meeting existing customer needs, with the more risky and potentially more costly investments in developing future approaches to meet anticipated and latent needs (Miles & Darroch, 2006).”
Entrepreneurial marketing in small businesses: A conceptual exploration (2011, background): “Miles and Darroch (2004) consider EM activities to be closely coupled with creating superior advantage by using innovation to create products, processes and strategies that better satisfy customer needs (Covin and Miles; 1999), while Hills and Hultman (2006: 222) describe EM characteristics which…”