Entrepreneurial Marketing
Entrepreneurial Marketing

Author: Robert D. Hisrich

Publisher: Edward Elgar Publishing

Published: 2018

Total Pages: 280

ISBN-13: 178811132X

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One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing. Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs' creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life. The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world.

Entrepreneurial Marketing and International New Ventures
Entrepreneurial Marketing and International New Ventures

Author: Izabela Kowalik

Publisher: Routledge

Published: 2020-04-02

Total Pages: 209

ISBN-13: 1000063178

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The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship. The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms’ performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets. It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.

Entrepreneurial Marketing
Entrepreneurial Marketing

Author: Bjö Bjerke

Publisher: Edward Elgar Publishing

Published: 2004-01-01

Total Pages: 288

ISBN-13: 9781843766957

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Just as society has realized the value of entrepreneurs, so entrepreneurs are gradually realizing the value of strategic marketing. In this text the authors explain the substantial role of marketing in the success of small firms which have emerged in the business environment since the late 1980s.

Why Startups Fail
Why Startups Fail

Author: Tom Eisenmann

Publisher: Currency

Published: 2021-03-30

Total Pages: 370

ISBN-13: 0593137027

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If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.

Entrepreneurship Marketing
Entrepreneurship Marketing

Author: Sonny Nwankwo

Publisher: Routledge

Published: 2010-12-02

Total Pages: 480

ISBN-13: 1136879072

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Small and medium-sized enterprises (SMEs) dominate the market in terms of sheer number of organizations. Their role in the business world is difficult to overstate. Despite this, there is a high failure rate among smaller organizations, which can be explained to a significant degree by a lack of marketing understanding in this sector. Introducing the importance of marketing to entrepreneurial firms this book guides the student through the fundamentals of marketing within the SME context, providing a more value-added learning experience than your standard marketing run-through. The authors deal directly with "people issues" (i.e. everyday entrepreneurial marketing interactions) to prepare students for the "dragon’s den" of entrepreneurialism. This new and lively textbook provides a fresh and unfettered approach for marketing students who require a more real-world understanding of the impact of their discipline on entrepreneurial firms. The growing student body involved with studying entrepreneurship will also benefit from the customer insight offered by this approach.

Handbook of Entrepreneurship and Marketing
Handbook of Entrepreneurship and Marketing

Author: Ian Fillis

Publisher: Edward Elgar Publishing

Published: 2020-07-31

Total Pages: 477

ISBN-13: 178536457X

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This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.

Female Entrepreneurship and the New Venture Creation
Female Entrepreneurship and the New Venture Creation

Author: Dafna Kariv

Publisher: Routledge

Published: 2013

Total Pages: 618

ISBN-13: 041589686X

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Women represent the fastest growing group of entrepreneurs today. Tracing women's journey along the venture creation process, Kariv's book highlights the creatively different ways in which women approach the entrepreneurial enterprise.

Entrepreneurial Marketing
Entrepreneurial Marketing

Author: Bruce D. Buskirk

Publisher: South Western Educational Publishing

Published: 2004

Total Pages: 0

ISBN-13: 9780324158632

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" ... Features success stories and lessons learned from eight famous founders. Each Module begins by chronicling the development of the driving philosophies of key successful individuals such as Paul Orfalea, Founder of Kinko's, Inc. and Anita Roddick OBE, Non-Executive Director and Founder of The Body Shop."--BOOK JACKET. Also includes chapters on Christos M. Cotsakos, Guy Kawasaki, Leonard Armato, Ken Park, Dirk Gates, and Nicolas G. Hayek.

Marketing for Entrepreneurs
Marketing for Entrepreneurs

Author: Frederick G. Crane

Publisher: SAGE

Published: 2009-09-16

Total Pages: 481

ISBN-13: 1412953472

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One of the primary reasons most often cited for the failure of a new venture is the entrepreneur's inability to identity and exploit the `right idea'. This is directly connected to the concepts and principles of marketing, specifically: knowing what to produce and knowing what not to produce. Additionally, even if the entrepreneur has the right idea, many experts cite weak marketing efforts (marketing execution) as another reason for venture failure. Marketing for Entrepreneurs moves beyond the classic 4Ps and demonstrates the application of marketing in an entrepreneurial context. Traditional marketing texts are incapable of addressing marketing concepts directly applicable to the entrepreneur's unique situation. Furthermore, general entrepreneurship books are also not applicable because they tend to focus on management teams or the development of business plans while failing to address critical marketing dimensions.