Entrepreneurial marketing and the role of information: Evidence from young service ventures

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

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Entrepreneurial marketing and the role of information : Evidence from young service ventures. / Schulte, Reinhard; Eggers, Fabian.

in: International Journal of Entrepreneurship and Innovation Management, Jahrgang 11, Nr. 1, 12.2010, S. 56-74.

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschungbegutachtet

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@article{23d3a7ede4fd408ca309afde15ffff88,
title = "Entrepreneurial marketing and the role of information: Evidence from young service ventures",
abstract = "Efficient information management is of high relevance for the success of young and entrepreneurial service companies. These ventures face a high level of uncertainty due to their lack of knowledge about market development, customer acceptance and customer behaviour. In consequence, one of the main marketing challenges is to deal with and thus lower uncertainties perceived by service entrepreneurs and their customers. Following the information economics approach, we argue that efficient information management can be theoretically framed as an essential ingredient to entrepreneurial marketing. A qualitative empirical study is used to verify the findings and to gain deeper insights into the marketing information management of young and entrepreneurial service ventures.",
keywords = "Management studies, Agency theory, Entrepreneurial marketing, Entrepreneurial marketing rhombus, Entrepreneurship, Growth companies, Information, Uncertainty, Young service ventures",
author = "Reinhard Schulte and Fabian Eggers",
year = "2010",
month = dec,
doi = "10.1504/IJEIM.2010.029768",
language = "English",
volume = "11",
pages = "56--74",
journal = "International Journal of Entrepreneurship and Innovation Management",
issn = "1368-275X",
publisher = "Inderscience Enterprises Ltd",
number = "1",

}

RIS

TY - JOUR

T1 - Entrepreneurial marketing and the role of information

T2 - Evidence from young service ventures

AU - Schulte, Reinhard

AU - Eggers, Fabian

PY - 2010/12

Y1 - 2010/12

N2 - Efficient information management is of high relevance for the success of young and entrepreneurial service companies. These ventures face a high level of uncertainty due to their lack of knowledge about market development, customer acceptance and customer behaviour. In consequence, one of the main marketing challenges is to deal with and thus lower uncertainties perceived by service entrepreneurs and their customers. Following the information economics approach, we argue that efficient information management can be theoretically framed as an essential ingredient to entrepreneurial marketing. A qualitative empirical study is used to verify the findings and to gain deeper insights into the marketing information management of young and entrepreneurial service ventures.

AB - Efficient information management is of high relevance for the success of young and entrepreneurial service companies. These ventures face a high level of uncertainty due to their lack of knowledge about market development, customer acceptance and customer behaviour. In consequence, one of the main marketing challenges is to deal with and thus lower uncertainties perceived by service entrepreneurs and their customers. Following the information economics approach, we argue that efficient information management can be theoretically framed as an essential ingredient to entrepreneurial marketing. A qualitative empirical study is used to verify the findings and to gain deeper insights into the marketing information management of young and entrepreneurial service ventures.

KW - Management studies

KW - Agency theory

KW - Entrepreneurial marketing

KW - Entrepreneurial marketing rhombus

KW - Entrepreneurship

KW - Growth companies

KW - Information

KW - Uncertainty

KW - Young service ventures

UR - http://www.scopus.com/inward/record.url?scp=72149099588&partnerID=8YFLogxK

U2 - 10.1504/IJEIM.2010.029768

DO - 10.1504/IJEIM.2010.029768

M3 - Journal articles

VL - 11

SP - 56

EP - 74

JO - International Journal of Entrepreneurship and Innovation Management

JF - International Journal of Entrepreneurship and Innovation Management

SN - 1368-275X

IS - 1

ER -

DOI