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?
