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Entrepreneurial marketing over the internet: an explorative qualitative empirical analysis

Author

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  • Kati Schmengler
  • Sascha Kraus

Abstract

The global integration of markets is a challenge, not only for managers of large firms, but especially for entrepreneurs. The internet supports progressing globalisation as well as entrepreneurial market activities. Entrepreneurs develop and employ exceptional concepts to cope with market complexity as well as day-to-day challenges. These concepts are important as they bridge entrepreneurs with their markets: meeting customer needs and characterising the target market are basic elements of marketing that seem inherent in entrepreneurial activities. In particular, the thought collective is a special form of the entrepreneur's individual network, and therefore a crucial factor. The main question of this article is how the internet can be employed for a successful establishment of entrepreneurial companies. In an empirical analysis, entrepreneurial activities are analysed with the help of a four-layer model, merging the perspectives of theory, entrepreneurs, experts and customers. Theoretical aspects of various disciplines are taken into account. The results are hypotheses for further research on entrepreneurship and recommended courses of actions for entrepreneurs.

Suggested Citation

  • Kati Schmengler & Sascha Kraus, 2010. "Entrepreneurial marketing over the internet: an explorative qualitative empirical analysis," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 2(1), pages 56-71.
    • Handle: RePEc:ids:ijeven:v:2:y:2010:i:1:p:56-71
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    Citations

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    Cited by:

    1. Theoneste MANISHIMWE & Lukman RAIMI, 2021. "Impact of Entrepreneurial Marketing on Organisational Performance of Small Business Enterprises in Yola, North-East of Nigeria," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 10-21, August.
    2. Fink, Matthias & Koller, Monika & Gartner, Johannes & Floh, Arne & Harms, Rainer, 2020. "Effective entrepreneurial marketing on Facebook – A longitudinal study," Journal of Business Research, Elsevier, vol. 113(C), pages 149-157.
    3. Melanie E. Zaglia & Martin K.J. Waiguny & Dagmar Abfalter & Julia Müller, 2015. "The influence of online social networks on performance of small and medium enterprises: an empirical investigation of the online business to business network XING," International Journal of Entrepreneurial Venturing, Inderscience Enterprises Ltd, vol. 7(1), pages 1-23.
    4. Sandra Miranda & Patrícia Cunha & Margarida Duarte, 2021. "An integrated model of factors affecting consumer attitudes and intentions towards youtuber-generated product content," Review of Managerial Science, Springer, vol. 15(1), pages 55-73, January.
    5. Julián Chaparro-Peláez & Ángel Hernández-García & Ángel-José Lorente-Páramo, 2022. "May I have your attention, please? An investigation on opening effectiveness in e-mail marketing," Review of Managerial Science, Springer, vol. 16(7), pages 2261-2284, October.
    6. Nicolae Al. Pop & Silvia Fotea & Silvia Dusa & Alexandru Palade, 2016. "Entrepreneurial Approach on Relationship Marketing in Family Owned Business," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 122-135, July.
    7. Andreas Reuschl & Victor Tiberius & Matthias Filser & Yixin Qiu, 2022. "Value configurations in sharing economy business models," Review of Managerial Science, Springer, vol. 16(1), pages 89-112, January.

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