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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

2012, ISBN: 3844006877

ID: 12872221067

[EAN: 9783844006872], Neubuch, [PU: Shaker, 02.2012.], NEW BUSINESS, ENTREPRENEURSHIP, MARKETING, 222 S. 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. ISBN 9783844006872 Sprache: Deutsch Gewicht in Gramm: 333

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Entrepreneurial Marketing The Entrepreneurship/Marketing Interface - Fjelldal-Soelberg, Frode
Vergriffenes Buch, derzeit bei uns nicht verfügbar.
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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 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. ISBN 9783844006872 New Business, Entrepreneurship, Marketing, mit Schutzumschlag neu, [PU:Shaker,]

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Fjelldal-Soelberg, Frode: Entrepreneurial Marketing
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Fjelldal-Soelberg, Frode: Entrepreneurial Marketing - neues Buch

ISBN: 9783844006872

ID: 168087521

The Entrepreneurship Marketing Interface Berichte aus der Betriebswirtschaft. 1., Aufll. The Entrepreneurship Marketing Interface Berichte aus der Betriebswirtschaft. 1., Aufll. Bücher > Wissenschaft > Wirtschaftswissenschaft

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Entrepreneurial Marketing The Entrepreneurship/Marketing Interface 1. Aufll. - 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 - Fjelldal-Soelberg, Frode
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Fjelldal-Soelberg, Frode:
Entrepreneurial Marketing - The Entrepreneurship/Marketing Interface - neues Buch

2012, ISBN: 9783844006872

[PU: Shaker], DE, [SC: 0.00], Neuware, gewerbliches Angebot, 222, [GW: 333g], 1., Aufll.

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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 29.09.2017 15:30:29
ISBN/EAN: 9783844006872

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


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