TY - JOUR
T1 - Entrepreneurial marketing of international high-tech business-to-business new ventures
T2 - A decision-making process perspective
AU - Yang, Man
AU - Gabrielsson, Peter
PY - 2017/7
Y1 - 2017/7
N2 - 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.
AB - 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.
KW - 512 Business and Management
KW - Business-to-business
KW - Causation
KW - Decision-making process
KW - Effectuation
KW - Entrepreneurial marketing
KW - High-tech
KW - International new venture
UR - http://www.scopus.com/inward/record.url?scp=85011585621&partnerID=8YFLogxK
U2 - 10.1016/j.indmarman.2017.01.007
DO - 10.1016/j.indmarman.2017.01.007
M3 - Article
AN - SCOPUS:85011585621
SN - 0019-8501
VL - 64
SP - 147
EP - 160
JO - Industrial Marketing Management
JF - Industrial Marketing Management
ER -