Entrepreneurial response to destructive forces We contend that marketers have reacted to disruptive forces in the global environment in both productive and destructive ways.
Destructive entrepreneurship occurs when companies employ resources for discovering new attributes that fail to increase net social benefits.
Examples would include opportunistic behavior vis-à-vis foreign partners. Productive entrepreneurship occurs when the discovery of new attributes leads to an increase in net social benefits. This occurs when, for example, the marketer discovers new local