Entrepreneurial Marketing and International New Ventures: Antecedents, Elements and Outcomes

The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship, analyzing its antecedents, elements, and outcomes through empirical studies in three European countries. It explores how EM can accelerate internationalization for companies from transition markets and Western-European markets, and addresses topics related to entrepreneurial marketing and management.

Format: Paperback / softback
Length: 208 pages
Publication date: 13 June 2022
Publisher: Taylor & Francis Ltd

The book delves into the intricate realm of entrepreneurial marketing (EM) within the broader context of international entrepreneurship. Through a comprehensive analysis of this concept and the development of a robust model that encompasses its antecedents, elements, and outcomes, the book explores and expands the fields of international marketing and entrepreneurship.

The book investigates the pivotal role of entrepreneurial marketing in the internationalization endeavors of emerging ventures, employing a combination of qualitative and quantitative methodologies to examine the antecedents and characteristics of entrepreneurial marketing. It further explores the intricate relationships between entrepreneurial marketing, internationalization activities, and firm performances. Moreover, the book showcases how the application of entrepreneurial marketing can expedite the internationalization process for companies originating from transition markets, as well as the Western-European markets.

Addressing these critical topics with a focus on entrepreneurial marketing and management, the book holds immense appeal to researchers, academics, managers, entrepreneurs, and students alike, who are engaged in the study of international business, international marketing, and entrepreneurship. By unraveling the complexities of EM and its profound impact on global business, this book provides valuable insights and practical strategies for navigating the ever-evolving landscape of international entrepreneurship.

Weight: 380g
Dimension: 229 x 152 (mm)
ISBN-13: 9781032336633