Entrepreneurial marketing and the role of information: Evidence from young service ventures
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In: International Journal of Entrepreneurship and Innovation Management, Vol. 11, No. 1, 12.2010, p. 56-74.
Research output: Journal contributions › Journal articles › Research › peer-review
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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
UR - https://www.mendeley.com/catalogue/e7253aa8-5e61-3066-aa49-c3f10d2a0b72/
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 -