Mapping the aliran of the academic discipline of entrepreneurship: A ...

structure to the episteme of management by which it can relate to the subject and gain
better understanding, in reference to their specific position on the grids of specification.
2.5.4.05 To compare the Academy of Management ontology as detailed in section
2.5.2.1.08 with that of the American Marketing Association. The American Marketing
Association’s Marketing and Entrepreneurship Special Interest Group focuses more on
‘new ideas, innovativeness and entrepreneurial risk-taking.’ Its role as per their mission
statement is to serve;
members who are interested in the interface between marketing and
entrepreneurship. This can cover quite a range of interests from the creation of new
businesses and markets to the application of the principles of innovativeness, risktaking,
pro-activeness, and competitiveness to conventional marketing thought
[take n from the American Marketing Association website].
2.5.4.06 The domains of inno vation and risk-taking are not mentioned in the Academy of
Management Entrepreneurship Division's ontology, (see section 2.5.2.1.08) but are present
in the American Marketing Association Marketing and Entrepreneurship Special Interest
Group ontology. The Acade my’s Entrepreneurship Division's episteme’s prejudice
exclusion of innovation is a political decision with innovation falling under the
Technology and Innovation Management Division, rather than the Entrepreneurship
Division. This does explain innovation’s exclusion from the Entrepreneurship Division
ontology, but the absence of risk is, in my opinion, an unusual exclusion from the
management pr ejudice on entrepreneurship, but then my own prejudice is that I am a
business-person, accustomed to dealing with risk, not a manager. It could be expected that
the epistemic prejudices of the different episteme will display themselves in the contents of
the academic journals associated with the episteme. As such, the Journal of Developmental
Entrepreneurship and the Journal of Research in Marketing and Entrepreneurship, that are
associated with the Association of Marketing, likely follow different content to that of the
Academy of Management Journal and Academy of Management Review. Again it does
need to be mentioned that this episteme / journal prejudice while delimiting the subject
according to the episteme, does, positively, create the anticipatory structures that can
contribute to a greater depth of understanding.
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