Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective

Man Yang, Peter Gabrielsson*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

123 Citations (Scopus)


Knowledge of how entrepreneurial marketing is conducted in industrial markets is currently rather weak. This study explores the marketing decision-making process of entrepreneurs undertaking entrepreneurial marketing in international new ventures (INVs) operating in high-tech business-to-business markets. A qualitative study conducted with entrepreneurs from four case firms reveals that due to the iterative, incremental, and co-creative nature of the process, marketing decision making in high-tech business-to-business INVs that is more effectual than causal results in more entrepreneurial marketing. A novel finding is that entrepreneurs alternate causal and effectual marketing forms as a result of their ambidextrous entrepreneurialism, and variations in the internal uncertainty, technological uncertainty, and any market turbulence faced by the firm. We develop a dynamic model presenting the alternation between effectual and causal processes, and the feedback loop of entrepreneurial marketing. The research offers implications for the management of organizations operating under conditions of uncertainty on how their decision-making processes can optimize entrepreneurial marketing, how to create new markets, and how to reduce the perceived uncertainty in industrial markets.

Original languageEnglish
Peer-reviewed scientific journalIndustrial Marketing Management
Pages (from-to)147-160
Number of pages14
Publication statusPublished - 07.2017
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Business-to-business
  • Causation
  • Decision-making process
  • Effectuation
  • Entrepreneurial marketing
  • High-tech
  • International new venture

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Strategic and entrepreneurial praxis


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