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Marketing In New Ventures: Theory And Empirical Evidence

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  • Marc Gruber

Abstract

Marketing is considered to be of utmost importance for the success of new ventures. Therefore, research on entrepreneurial marketing has increased considerably since the late 1980s. Its findings are varied and vibrant, yet also large and extremely fragmented, and a comprehensive theory of entrepreneurial marketing is still lacking. This situation proves to be a major hurdle for further advances, as the status quo of research cannot be accessed without major efforts. To help researchers and lecturers synthesize the growing body of knowledge, this paper brings together and reviews important research findings in entrepreneurial marketing. Thus, the paper creates a much needed map of the field, making this highly relevant topic readily accessible. Furthermore, the paper provides directions for future research, showing that many key questions of this field (e.g., various strategies and tactics of low-cost marketing) must be explored more thoroughly.

Suggested Citation

  • Marc Gruber, 2004. "Marketing In New Ventures: Theory And Empirical Evidence," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 56(2), pages 164-199, April.
    • Handle: RePEc:sbr:abstra:v:56:y:2004:i:2:p:164-199
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    Citations

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    Cited by:

    1. Aeron, Prageet & Jain, Rekha, 2011. "Identification of Marketing Capabilities: A study on Indian product based B2B Telecom start-ups," IIMA Working Papers WP2011-02-08, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Marcus Wagner & Patrick Llerena, 2008. "Drivers for sustainability-related innovation: A Qualitative analysis of renewable resources, industrial products and travel services," Working Papers of BETA 2008-22, Bureau d'Economie Théorique et Appliquée, UDS, Strasbourg.
    3. Karin Heinrichs & Benjamin Jacklin, 2017. "Critical Incidents Typically Emerging during the Post-Formation Phase of a New Venture: Perspectives for Entrepreneurship Education and Start-Up Counselling," International Journal of Higher Education, Sciedu Press, vol. 6(2), pages 133-133, April.
    4. Moser, Kilian J. & Tumasjan, Andranik & Welpe, Isabell M., 2017. "Small but attractive: Dimensions of new venture employer attractiveness and the moderating role of applicants' entrepreneurial behaviors," Journal of Business Venturing, Elsevier, vol. 32(5), pages 588-610.
    5. Sri Krishna Sudheer Patoju & Sasmita Swain, 2023. "Entrepreneurial Value Creation by Rural Enterprises: A Process Model," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 32(3), pages 590-617, November.
    6. Hans-Jörg Winkler & Verena Rieger & Andreas Engelen, 2020. "Does the CMO’s personality matter for web traffic? Evidence from technology-based new ventures," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 308-330, March.
    7. Lehnen, Jens & Ehls, Daniel & Herstatt, Cornelius, 2014. "Implementation of lead users into management practice: A literature review of publications in business press," Working Papers 78, Hamburg University of Technology (TUHH), Institute for Technology and Innovation Management.
    8. Mirkó Gáti & András Bauer, 2019. "Marketing Decision-Making in Hungarian SMEs," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 39-59.
    9. Block, Joern H. & De Vries, Geertjan & Schumann, Jan H. & Sandner, Philipp, 2014. "Trademarks and venture capital valuation," Journal of Business Venturing, Elsevier, vol. 29(4), pages 525-542.
    10. Nadja Hatzijordanou & Nicolai Bohn & Orestis Terzidis, 2019. "A systematic literature review on competitor analysis: status quo and start-up specifics," Management Review Quarterly, Springer, vol. 69(4), pages 415-458, November.
    11. Patel, Pankaj C. & Guedes, Maria João & Pearce, John A., 2017. "The Role of Service Operations Management in New Retail Venture Survival," Journal of Retailing, Elsevier, vol. 93(2), pages 241-251.
    12. Gruber, Marc, 2007. "Uncovering the value of planning in new venture creation: A process and contingency perspective," Journal of Business Venturing, Elsevier, vol. 22(6), pages 782-807, November.
    13. Stefan Schaltegger & Marcus Wagner, 2011. "Sustainable entrepreneurship and sustainability innovation: categories and interactions," Business Strategy and the Environment, Wiley Blackwell, vol. 20(4), pages 222-237, May.
    14. 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.
    15. Elhem Ben Fatma & Ezzeddine Ben Mohamed & Léo-Paul Dana & Sami Boudabbous, 2021. "Does entrepreneurs’ psychology affect their business venture success? Empirical findings from North Africa," International Entrepreneurship and Management Journal, Springer, vol. 17(2), pages 921-962, June.
    16. Tessa Christina Flatten & Andreas Engelen & Timo Möller & Malte Brettel, 2015. "How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based Ventures," Entrepreneurship Theory and Practice, , vol. 39(5), pages 1111-1136, September.
    17. Matthias Fink & Isabella Hatak & Reinhard Schulte & Sascha Kraus, 2011. "Verträge, Vertrauen und Unternehmenserfolg in Automobilclustern," Schmalenbach Journal of Business Research, Springer, vol. 63(7), pages 689-710, November.

    More about this item

    Keywords

    Entrepreneurship; Marketing; New Ventures.;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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