Reaching customers globally and building a global brand and market presence is a demanding task for any firm. For early and rapidly internationalizing small firms this is exceptionally challenging due to the restraints that ensue from the liabilities of smallness, newness and foreignness and the speed of their internationalization. We argue that entrepreneurial marketing is a driver of entrepreneurial internationalization and one of the – neglected – explanations for superior international performance. We conceptualize entrepreneurial marketing along five core (marketing) abilities which fit particularly well the international new firm and show how these positively impact early and accelerated internationalization and alter the risk profile of the venture in general.
Entrepreneurial marketing as a key driver of early and accelerated internationalization
Hagen B.;Zucchella A.
2017-01-01
Abstract
Reaching customers globally and building a global brand and market presence is a demanding task for any firm. For early and rapidly internationalizing small firms this is exceptionally challenging due to the restraints that ensue from the liabilities of smallness, newness and foreignness and the speed of their internationalization. We argue that entrepreneurial marketing is a driver of entrepreneurial internationalization and one of the – neglected – explanations for superior international performance. We conceptualize entrepreneurial marketing along five core (marketing) abilities which fit particularly well the international new firm and show how these positively impact early and accelerated internationalization and alter the risk profile of the venture in general.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
