International entrepreneurial marketing in the digital era

Man Yang, Lasse Torkkeli

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Sammanfattning

International entrepreneurial marketing is a powerful marketing practice for international firms, and literature has argued that it is an important yet often neglected driver of successful entrepreneurial internationalization. Marketing approaches globally have been transformed through digitalization in both research and practice, yet literature has provided little knowledge on the application of international entrepreneurial marketing in the digital era. This research thus describes the role and importance of international entrepreneurial marketing for future research agendas in international entrepreneurship, by developing a conceptual framework and by positing that international entrepreneurial marketing influences positively the international digital marketing strategy of entrepreneurial firms. The study helps in integrating literature on international marketing and digital international entrepreneurship, thus contributing to international entrepreneurship. The present study outlines the main arising theoretical and managerial implications and considers the ways in which the study paves the way for future research on international entrepreneurial marketing in international entrepreneurship.
OriginalspråkEngelska
Titel på värdpublikationA Research Agenda for International Entrepreneurship
RedaktörerChristian Felzensztein, Sascha Fuerst
UtgivningsortCheltenham
FörlagEdward Elgar
Utgivningsdatum2023
Sidor217–236
ISBN (tryckt)978-1-80392-568-4
ISBN (elektroniskt)978-1-80392-569-1
DOI
StatusPublicerad - 2023
MoE-publikationstypA3 Del av bok eller annat samlingsverk

Nyckelord

  • 512 Företagsekonomi

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoHP: Strategisk och entreprenörsk praxis

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