M6-Entrepreneurial Marketing-S1 - Overview

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Session Purpose

  • Introducing the concept of Entrepreneurial Marketing
  • Understanding the role of Entrepreneurial Marketing within the entrepreneurial

process

  • Delineating Entrepreneurial Marketing from “conventional” Marketing

Discussion Topics

  • The importance of marketing for the success of technology ventures
  • Specific challenges associated with marketing in new ventures

Session Preparation

Gruber, M. 2004. Marketing in new ventures: theory & empirical evidence 

Schmalenbach Business Review 164-199. Please read pp. 164-170.

M6-S1 - Reading - Gruber, M. 2004. Marketing in new ventures: theory & empirical evidence M6-S1 - Session Notes

Questions on the summary:

* Based on what can we conclude that a formal marketing function is favorable (text suggest some research are 'for' other are 'against'? * Is there any recent research proving that quality is the main driver in establishing a brand?

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