On the recommendation of my dentist - Key ingredients of the entrepreneurial success

Abstract

In this paper we focus on entrepreneurship and entrepreneurial success in the dental industry in one region of Hungary. The entrepreneurial behavior is generally associated with the ability to innovate, initiate change, and perpetuate the strengths of flexibility and responsiveness. Nevertheless not everyone acts like a real entrepreneur, the examined dentistries also differ from each other in their knowledge and consciousness. In this paper we examine what kind of knowledge is needed for an enterprise to be successful in the dental industry. This industry heavily depends on marketing, so beside entrepreneurship we chose marketing and its entrepreneurial approach as the literature base of our research. Knowledge has a great influence on the success of an enterprise, so our aim is to explain how the two dimensions of knowledge (know-how, know-who) influence the use of innovative marketing techniques, the presence of dimensions of entrepreneurship and entrepreneurial marketing and their results on the success of the firm in competition. To imitate the effect of the dimensions of entrepreneurial knowledge and initially test our know-how, know-who model we decided to use case studies.