Abstract
Purpose
This paper aims to deepen the understanding of the marketing process and practices taking place during the initial stages of the company development, by revealing the distinct entrepreneurial marketing process and mix resulting from the entrepreneurs’ decision-making process.
Design/methodology/approach
Using the critical incident technique, the study analyzes 146 marketing decisions made by entrepreneurs. The resulting marketing activities are aligned in a process and compared with the mainstream managerial marketing process.
Findings
The results provide the basis for an entrepreneurial marketing framework with four phases: product creation – product–market fit – market expansion – refocus. An entrepreneurial marketing mix is also proposed, consisting of productisement, people and proof of value.
Originality/value
While the managerial marketing process is well established, the entrepreneurial marketing process remains largely uncharted. The framework provided contributes to identifying the main marketing concerns and understanding how the marketing process is implemented by entrepreneurs in the earlier phases of the firm. Practical suggestions are offered regarding the marketing operations of the new firms and the critical marketing aspects to consider.
This paper aims to deepen the understanding of the marketing process and practices taking place during the initial stages of the company development, by revealing the distinct entrepreneurial marketing process and mix resulting from the entrepreneurs’ decision-making process.
Design/methodology/approach
Using the critical incident technique, the study analyzes 146 marketing decisions made by entrepreneurs. The resulting marketing activities are aligned in a process and compared with the mainstream managerial marketing process.
Findings
The results provide the basis for an entrepreneurial marketing framework with four phases: product creation – product–market fit – market expansion – refocus. An entrepreneurial marketing mix is also proposed, consisting of productisement, people and proof of value.
Originality/value
While the managerial marketing process is well established, the entrepreneurial marketing process remains largely uncharted. The framework provided contributes to identifying the main marketing concerns and understanding how the marketing process is implemented by entrepreneurs in the earlier phases of the firm. Practical suggestions are offered regarding the marketing operations of the new firms and the critical marketing aspects to consider.
| Original language | English |
|---|---|
| Pages (from-to) | 221-241 |
| Number of pages | 21 |
| Journal | Journal of Research in Marketing and Entrepreneurship |
| Volume | 24 |
| Issue number | 2 |
| Early online date | 15 Mar 2022 |
| DOIs | |
| Publication status | Published - 19 Sept 2022 |
Bibliographical note
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Keywords
- Entrepreneurial marketing
- Entrepreneurs
- Marketing management
- SMEs marketing
- Start-ups
- Technology-based firms
ASJC Scopus subject areas
- Business and International Management
- Strategy and Management
- Marketing