Hallback, J. and Gabrielsson, P. (2013) Entrepreneurial marketing strategies during the growth of international new ventures originating in small and open economies. International Business Review, 22. pp. 1008-1020.
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Abstract
This research provides new knowledge on the development of marketing strategies in international new ventures (INVs) by applying the concept of entrepreneurial marketing to these early internationalizing firms. Using a qualitative approach, the authors identify the key dimensions of this concept in INVs, namely innovativeness and adaptation, and elaborate on both the defining elements and the development of these dimensions. They suggest that the innovativeness and adaptation of marketing strategies decrease during the global growth of INVs. Other contextual issues also underlie the development of international entrepreneurial marketing strategies; in particular, they appear to reflect the turbulence and global diversity of the environment and the market orientation of the INV. The marketing performance of INVs is determined by the fit between international entrepreneurial marketing strategies and the internal and external contingencies of the firm. Propositions for future research and managerial implications are provided.
| Item Type: | Article |
|---|---|
| Additional Information: | We would like to thank the Finnish Funding Agency for Technology and Innovation (Tekes) for financial support, and also extend our gratitude to the entire research group and participating firms. [Supplementary data associated with this article can be found, in the online version, at http://dx.doi.org/10.1016/ j.ibusrev.2013.02.006.] |
| Uncontrolled Keywords: | Adaptation, Entrepreneurial marketing, Growth, Innovativeness, International marketing, International new ventures, |
| Author Affiliation: | International Marketing, University of Vaasa, P.O. Box 700, FI-65101 Vaasa, Finland |
| Subjects: | Social Sciences > Marketing |
| Divisions: | General |
| Depositing User: | Mr Siva Shankar |
| Date Deposited: | 14 Mar 2014 10:35 |
| Last Modified: | 14 Mar 2014 10:35 |
| Official URL: | http://dx.doi.org/10.1016/j.ibusrev.2013.02.006 |
| URI: | http://eprints.icrisat.ac.in/id/eprint/12886 |
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