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Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms

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  • Crick, James M.
  • Crick, Dave
  • Chaudhry, Shiv

Abstract

This study utilises an effectuation lens to contribute to knowledge involving the entrepreneurial marketing practices of rapidly internationalising firms, following a temporary discontinuation of overseas sales. This is important since earlier studies typically focus on continuing overseas activities, not de-internationalisation. Semi-structured interviews took place with owner-managers of sixteen small, UK based, knowledge-intensive start-ups, before planned re-internationalisation occurred. All management teams were proactive, took risks, exploited innovation and engaged in opportunity-driven plus resource leveraging behaviour. Conversely, creating adequate ‘customer value’ did not occur. The investigation highlights that in particular contexts, certain facets of an effectuation approach outweigh others and the notion of ‘affordable losses’ is viewed in both financial and non-financial terms. The study offers unique insights into the need for decision-makers in rapidly internationalising firms to undertake validation of strategies to discover new customers; also, the potential usefulness to lose particular customers, even temporarily, to facilitate enduring entrepreneurial marketing activities.

Suggested Citation

  • Crick, James M. & Crick, Dave & Chaudhry, Shiv, 2020. "Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms," Journal of Business Research, Elsevier, vol. 113(C), pages 158-167.
    • Handle: RePEc:eee:jbrese:v:113:y:2020:i:c:p:158-167
    DOI: 10.1016/j.jbusres.2018.11.033
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    2. Mohammad Rashed Hasan Polas & Valliappan Raju, 2021. "Technology and Entrepreneurial Marketing Decisions During COVID-19," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(2), pages 95-112, June.
    3. Ryan W. Tang & Ying Zhu & Hongbo Cai & Jinrong Han, 2021. "De-internationalization: A Thematic Review and the Directions Forward," Management International Review, Springer, vol. 61(3), pages 267-312, June.
    4. Tin Horvatinovic & Mihaela Mikic & Marina Dabić, 2023. "Dissecting entrepreneurial team research: a bibliometric analysis," Review of Managerial Science, Springer, vol. 17(8), pages 2973-3011, November.
    5. Marcel Rolf Pfeifer, 2022. "Human Resources in Start-Ups: Expert Interviews with Managers on the Transition of Start-Ups from Academic to Private," Merits, MDPI, vol. 2(2), pages 1-20, May.
    6. Andreas Fürst & Mika Gabrielsson & Peter Gabrielsson & Jana-Kristin Prigge, 2023. "The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 966-989, September.
    7. Deng, Cheng & Yang, Jianjun & Su, Zhongfeng & Zhang, Shuman, 2021. "The double-edged sword impact of effectuation on new product creativity: The moderating role of competitive intensity and firm size," Journal of Business Research, Elsevier, vol. 137(C), pages 1-12.
    8. Stallkamp, Maximilian & Hunt, Richard A. & Schotter, Andreas P.J., 2022. "Scaling, fast and slow: The internationalization of digital ventures," Journal of Business Research, Elsevier, vol. 146(C), pages 95-106.
    9. Sousa, Carlos M.P. & He, Xinming & Lengler, Jorge & Tang, Linhan, 2021. "Foreign market re-entry: A review and future research directions," Journal of International Management, Elsevier, vol. 27(2).
    10. Crick, James M. & Crick, Dave, 2021. "Coopetition and family-owned wine producers," Journal of Business Research, Elsevier, vol. 135(C), pages 319-336.
    11. Vinciane Servantie & Martine Hlady-Rispal, 2022. "Born globals’ decision-making logics during their entrepreneurial process," Journal of International Entrepreneurship, Springer, vol. 20(2), pages 255-281, June.
    12. Younis, Heba & Elbanna, Said, 2022. "How Do SMEs Decide on International Market Entry? An Empirical Examination in the Middle East," Journal of International Management, Elsevier, vol. 28(1).

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