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Entrepreneurial Marketing - Frode Fjelldal-Soelberg
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Frode Fjelldal-Soelberg:

Entrepreneurial Marketing - Taschenbuch

ISBN: 9783844006872

[ED: Taschenbuch], [PU: Shaker Verlag], Neuware - Summary Research at the marketing/entrepreneurship interface currently involves two main directions 1) a normative school of entrepreneurial marketing, 2) an interpretative study of applied marketing in entrepreneurial contexts. This research effort represents the second school of thought, as the marketing practices of new firms are being explored and interpreted. The major contribution to the research field is that entrepreneurial marketing may be understood as a dialectic and relational process this is a continuous and non-cyclical process. Furthermore, a detailed description of applied marketing in new firms is provided. Briefly, this may be characterized as low-cost-marketing, however, not to be confused with unprofessional or unsophisticated marketing. Contrary to popular belief marketing in new firms is strategically focused, even though implied and not always formalized. Marketing tactics are mainly interactive, but both transactional, database and network approaches can be found in most new firms. The heuristics of entrepreneurial decision making is highlighted. However, analytical information processing appears simultaneously in several cases. Financial support from governmental agencies and institutional pressures are offered as one possible explanation for the existence of two seemingly conflicting information processing practices in new firms. Another explanation may be that increasing knowledge, and thus better problem definitions, paves the way for an analytical approach to information generation. Bootstrap finance has several effects on marketing in new firms. Most notably it implies that new firms may be subject to institutional pressure. Governmental agencies offering financial support insist on formal business planning, and thus the presence of a formal strategic planning process in new firms. For most entrepreneurs this is not feasible. Thus, entrepreneurs adapt to this regime both by honest internalization, and by a more cunning opportunism. The sad demise of truly innovative businesses included in this study, demonstrates the vulnerability of 'first-mover-advantage' strategies for small new firms. Interestingly, such a critique has not been given much attention in the literature., [SC: 0.00], Neuware, gewerbliches Angebot, 229x157x18 mm, [GW: 357g]

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Entrepreneurial Marketing - Frode Fjelldal-Soelberg
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Frode Fjelldal-Soelberg:

Entrepreneurial Marketing - neues Buch

2015, ISBN: 9783844006872

[ED: Buch], [PU: Shaker Verlag], Neuware - Summary Research at the marketing/entrepreneurship interface currently involves two main directions 1) a normative school of entrepreneurial marketing, 2) an interpretative study of applied marketing in entrepreneurial contexts. This research effort represents the second school of thought, as the marketing practices of new firms are being explored and interpreted. The major contribution to the research field is that entrepreneurial marketing may be understood as a dialectic and relational process this is a continuous and non-cyclical process. Furthermore, a detailed description of applied marketing in new firms is provided. Briefly, this may be characterized as low-cost-marketing, however, not to be confused with unprofessional or unsophisticated marketing. Contrary to popular belief marketing in new firms is strategically focused, even though implied and not always formalized. Marketing tactics are mainly interactive, but both transactional, database and network approaches can be found in most new firms. The heuristics of entrepreneurial decision making is highlighted. However, analytical information processing appears simultaneously in several cases. Financial support from governmental agencies and institutional pressures are offered as one possible explanation for the existence of two seemingly conflicting information processing practices in new firms. Another explanation may be that increasing knowledge, and thus better problem definitions, paves the way for an analytical approach to information generation. Bootstrap finance has several effects on marketing in new firms. Most notably it implies that new firms may be subject to institutional pressure. Governmental agencies offering financial support insist on formal business planning, and thus the presence of a formal strategic planning process in new firms. For most entrepreneurs this is not feasible. Thus, entrepreneurs adapt to this regime both by honest internalization, and by a more cunning opportunism. The sad demise of truly innovative businesses included in this study, demonstrates the vulnerability of 'first-mover-advantage' strategies for small new firms. Interestingly, such a critique has not been given much attention in the literature., [SC: 0.00], Neuware, gewerbliches Angebot, FixedPrice, [GW: 333g]

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Entrepreneurial marketing : the entrepreneurship, marketing interface. The Entrepreneurship/Marketing Interface - Fjelldal-Soelberg, Frode
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Fjelldal-Soelberg, Frode:
Entrepreneurial marketing : the entrepreneurship, marketing interface. The Entrepreneurship/Marketing Interface - neues Buch

2011

ISBN: 3844006877

ID: 160418

1. Aufll. kart. 221 S. : graph. Darst. ; 23 cm, 333 g Kartoniert ISBN 9783844006872 Unternehmensgründung ; Marketing, Management, mit Schutzumschlag neu, [PU:Aachen : Shaker,]

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Entrepreneurial Marketing The Entrepreneurship/Marketing Interface - Fjelldal-Soelberg, Frode
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Fjelldal-Soelberg, Frode:
Entrepreneurial Marketing The Entrepreneurship/Marketing Interface - Taschenbuch

2, ISBN: 3844006877

ID: 157454

1. Aufll. Paperback 222 S. Broschiert ISBN 9783844006872 Marketing; Entrepreneurship; New Business; Unternehmensgründung[DNB]; Marketing[DNB], mit Schutzumschlag neu, [PU:Shaker,]

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Entrepreneurial Marketing The Entrepreneurship/Marketing Interface - Fjelldal-Soelberg, Frode
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Fjelldal-Soelberg, Frode:
Entrepreneurial Marketing The Entrepreneurship/Marketing Interface - Taschenbuch

2, ISBN: 9783844006872

ID: 157454

1. Aufll. 222 S. Paperback ISBN 9783844006872 Versand D: 2,30 EUR Marketing; Entrepreneurship; New Business; Unternehmensgründung[DNB]; Marketing[DNB], [PU:Shaker,]

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Entrepreneurial marketing : the entrepreneurship, marketing interface. The Entrepreneurship/Marketing Interface
Autor:

Fjelldal-Soelberg, Frode

Titel:

Entrepreneurial marketing : the entrepreneurship, marketing interface. The Entrepreneurship/Marketing Interface

ISBN-Nummer:

9783844006872

Detailangaben zum Buch - Entrepreneurial marketing : the entrepreneurship, marketing interface. The Entrepreneurship/Marketing Interface


EAN (ISBN-13): 9783844006872
ISBN (ISBN-10): 3844006877
Taschenbuch
Erscheinungsjahr: 2011
Herausgeber: Aachen : Shaker,

Buch in der Datenbank seit 27.01.2015 03:19:29
Buch zuletzt gefunden am 07.12.2016 20:58:51
ISBN/EAN: 9783844006872

ISBN - alternative Schreibweisen:
3-8440-0687-7, 978-3-8440-0687-2

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