Entrepreneurial Marketing

CHAPTER 1The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing

The rapidly changing business environment, especially after the world was hit by the COVID‐19 pandemic, demands a new, more holistic marketing approach—a concept that can be a strong foundation for organizations when facing various challenges in the present and especially in the future. In this chapter, we look at the various elements that are part of the new genre of entrepreneurial marketing.

To make it easier to understand this new genre of entrepreneurial marketing concept, we'll use a framework called the omnihouse model (see Figure 1.1). This model demonstrates our vision of how entrepreneurial marketing should be carried out. It also shows how the approach integrates with an entire organization. We will use it as a guide throughout this book.

Omni―which comes from the Latin omnis―means “to combine.” In the model's name, it is used with the word house, which represents a place, facility, or business. Thus, omnihouse refers to an organization that combines multiple elements. Each of these components plays an individual role and also collaborates with the other parts of the business.

The omnihouse model is a framework that can be used to implement strategies and achieve specific goals. We'll discuss it briefly here. We'll also refer in depth to its different components in the following chapters.

The core of this model is housed in two clusters. The first cluster is the entrepreneurship group, ...