Revisit: Mindfulness and Entrepreneurial Marketing


Mindfulness and Entrepreneurial Marketing, Special issue of Journal of Research in Marketing and Entrepreneurship, Edited by Nelson Oly Ndubisi and Can Uslay; Deadline 31 Jan 2013

Call for Papers


Journal of Research in Marketing and Entrepreneurship

Mindfulness and Entrepreneurial Marketing

Special Issue Editors:

  • Dr Nelson Oly Ndubisi Griffith Business School, Gold Coast, Australia.
  • Dr Can Uslay. Rutgers, The State University of New Jersey, USA.

In simple terms, mindfulness has been defined as a state of conscious awareness characterized by active distinction drawing that leaves the individual open to novelty and sensitive to both context and perspective (Langer, 1992). Mindfulness-based response to a situation is about creating alternatives; not merely making the best choice from available alternatives. Mindfulness-based approaches hold that individuals’ and organizations’ ability to achieve reliable performance in changing environments depends on how they think: how they gather information, how they perceive the world around them, and whether they are able to change their perspective to reflect the situation at hand (Langer, 1989; Ndubisi, 2011). At the individual-level mindfulness involves: openness to novelty, alertness to distinction, sensitivity to different contexts, awareness of multiple perspectives, and orientation in the present-paying attention to the immediate situation (Sternberg, 2000). Organisational mindfulness according to (Weick & Sutcliffe, 2001) involves preoccupation with failure, reluctance to simplify, attention to operations, focus on resilience, and the migration of decisions to expertise. Organisations and individuals who are mindfully engaged in a task are both motivated and able to explore a wider variety of perspectives, make more relevant and precise distinctions about phenomena in their environments, enabling them to adapt to shifts in those environment (Fiol & O’connor, 2003).

Indeed there is a serious dearth of research on mindfulness-based marketing or mindful marketing by SMEs (Ndubisi, 2011). Specifically, there is hardly any effort to integrate the concept of mindfulness within entrepreneurial marketing in order to provide recommendations for entrepreneurs and marketers to develop mindfulness as a trait within them and as a culture in the organization. The guest editors welcome submissions offering new insights into mindful entrepreneurial marketing which may be in the form of conceptual, case-based or empirical papers that consider (but not limited to) the following topics:

  • Mindfulness and entrepreneurial marketing
  • Mindfulness and entrepreneurship or entrepreneurial orientation
  • Mindfulness and market orientation by SMEs
  • Mindfulness and Innovation in SMEs
  • Mindfulness and product/service quality and/or reliability
  • Mindfulness and customer service in SMEs
  • Mindfulness and SME marketing ethics
  • Mindfulness, environmental quality and sustainability in SMEs
  • Mindfulness in B2B
  • Mindfulness and product/service adaptation/personalization by SMEs
  • Mindfulness, relational dynamics and relationship quality in SMEs
  • Mindfulness and IMC in SMEs
  • Mindfulness in born global firms
  • Mindfulness in international market selection, entry mode, competitive strategy
  • Mindfulness, customer satisfaction and retention by SMEs
  • Mindfulness and entrepreneurship education
  • Mindfulness and social entrepreneurship
  • Mindlessness in SMEs

Submission Information

Full papers must be formatted according to the guidelines of the journal (available at

and submitted to the relevant ‘special issue’ section via the online submission system. All papers will be reviewed by the guest editors for suitability for the special issue, and thereafter subjected to a double blind peer review process. Papers selected for publication are expected to be published in late 2013.

Deadline for submission of full papers is Thursday, 31 January 2013. Submissions to Journal of Research in Marketing and Entrepreneurship are made using ScholarOne Manuscripts, the online submission and peer review system. Registration and access is available at Full information and guidance on using ScholarOne Manuscripts is available at the Emerald ScholarOne Manuscripts Support Centre:

To help you in developing your research in this area, you may consider submitting papers to the Global Conference on SME, Entrepreneurship and Service Innovation (visit for presentation at the conference first (deadline for conference full paper or extended abstract submission is April 30, 2012), and get comments before final submission for special issue consideration.

Contact Details for Guest Editors:

Nelson Oly Ndubisi, Griffith University, Gold Coast Australia ( Can Uslay, Rutgers, The State University of New Jersey, USA. (


Fiol C.M. and O’connor E.J. (2003), “Walking up! mindfulness in the face of bandwagons”, Academy of Management Review, vol 28 no 1, pp. 54-70.

Langer, E.J. (1989), Mindfulness, Addison-Wesley, Reading, MA.

Langer, E. J. (1992), “Matters of mind: Mindfulness/mindlessness in perspective”, Consciousness and Cognition, vol. 1, pp. 289-305.

Ndubisi, N.O. (2011), “Mindfulness, reliability, pre-emptive conflict handling, customer orientation and outcomes in Malaysia’s healthcare sector”, Journal of Business Research, doi:10.1016/j.jbusres.2011.02.019

Sternberg R.J. (2000), “Images of mindfulness”, Journal of Social Issues, vol 56 no 1, pp. 11-26.

Weick, K.E. and Sutcliffe, K. (2001), Managing the Unexpected: Assuring High Performance in an Age of Complexity, Jossey-Bass, San Francisco, CA.

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