Examining the Relationship Between Customer and Entrepreneurial Orientation on Nascent Firms’ Marketing Strategy

Int Entrep Manag J DOI 10.1007/s11365-011-0173-4 Examining the relationship between customer and entrepreneurial predilection on nascent smasheds merchandising strategy Fabian Eggers & David J. Hansen & Amy E. Davis # springing cow Science+Business Media, LLC 2011 Abstract Is entrepreneurial selling (EM) a one type fits in all approach? investigate suggests that EM is especially suitable for dispirited firms. However, it is obvious thatpatronage their sizesmall firms show a myriad of distinguishable characteristics. In this paper, it is argued that divers(prenominal) firm characteristics can be seen in different business orientation courses, namely customer orientation (CO) and entrepreneurial orientation (EO). In turn, different amounts of EO and CO lead to different forms of EM strategy. The Panel Study of Entrepreneurial Dynamics (PSED) serves as cite to investigate relationships between EO, CO, and respective market strategies among nascent firms. The conv ey suggests that innovativeness is strongly related to the importance of several marketing strategies, much(prenominal) as developing new or advanced ravage or process technologies. However, other strategies, such as rescind prices or convenient location, are not related to all significant levels of CO or EO. The paper offers two principal(prenominal) implications.

Firstly, small business founders have to be aware of the concomitant that trustworthy strategies cannot come out of nowhere. This paper shows that hurry proactive marketing strategies that aim for ongoing innovativeness require the domain of an be EO. Secondly, there are different forms o! f small firm EM; a finding that requires further research in the future. Keywords SME marketing . Entrepreneurial marketing . Entrepreneurial orientation . client orientation . Nascent entrepreneurs F. Eggers (*) Department of Marketing, Menlo College, 1000 El Camino Real, Atherton, CA 940274301, regular army e-mail: fabian_eggers@menlo.edu D. J. Hansen : A. E. Davis Department of Management and Entrepreneurship,...If you want to wee a full essay, order it on our website: BestEssayCheap.com

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