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About Marketing in New Ventures: Theory and Empirical Evidence: Schmalenbach Business Review February 2004
This document summarizes a research article about marketing in new ventures. The article reviews research on entrepreneurial marketing, which has grown significantly since the late 1980s. However, findings remain fragmented without a comprehensive theory. The article aims to synthesize knowledge in the field by identifying and reviewing key studies. It discusses characteristics of new ventures that create specific marketing challenges, such as newness, small size, and operating in turbulent environments of high growth. The summary provides an overview of the document's goal to map the current state of the field and point to directions for future research.
Detailed Information
| Author: | ['marium aslam'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 37 |
| Language: | English |
| Format: | |
| Price: | FREE |
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