As entrepreneurship education spreads and aims to transform mindsets, its theories and methods need to be attuned to the first-person perspective of the learner. We provide a map for entrepreneurship education that bridges the subjective, inter-subjective, ...

The theory of the marketing firm locates the rationale of the modern business enterprise that lies in its responding profitably to the imperatives of marketing orientation. Economic theories of the firm generally fail to recognize these imperatives, ...