Entrepreneurial marketing of international new ventures: a decision-making perspective and propositions

Man Yang*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review


This conceptual paper studies the entrepreneurial marketing process in international new ventures by focusing on entrepreneurs' decision-making. This paper defines the concept of international entrepreneurial marketing and identifies its dimensions: entrepreneurs, international entrepreneurial marketing culture, strategy, and tactics. The paper proposes a model of the international entrepreneurial marketing process and develops propositions from a decision-making perspective based on the effectuation theory. The model suggests that entrepreneurs in international new ventures adopt an effectual decision-making process, utilise international entrepreneurial marketing culture and leverage contingences in the international business environment to create new marketing opportunities. As the outcome of the entrepreneurial decision-making process, international entrepreneurial marketing strategy and tactics shape the international business environment and create new markets. The paper makes theoretical contributions in international marketing and international entrepreneurship, as well as provides managerial implications for entrepreneurs or managers who conduct international marketing activities.
Original languageEnglish
Peer-reviewed scientific journalInternational Journal of Export Marketing
Issue number3
Pages (from-to)231-248
Publication statusPublished - 28.03.2019
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • international new venture
  • INV
  • international marketing
  • international entrepreneurship
  • decision-making
  • effectuation

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

  • AoHP: Strategic and entrepreneurial praxis


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