Unveiling the Role of Marketing in the Opportunity Identification and Framing of Deep Tech Startups

In recent years, innovative high-tech startups have notably increased, driven by rapid technological advancements, with a particular emphasis on deep technologies. Deep Tech Startups (DTSs) represent an emerging entrepreneurial phenomenon grounded on disruptive scientific and engineering knowledge. While sharing certain similarities with Research-Based Startups (RBSs) regarding their origins within academic institutions and their reliance on intellectual property transfer, DTSs face distinctive challenges. These include higher market uncertainty, extended time-to-market, and the need for patient and long-term investors. However, a relevant gap exists in scholarly attention, especially concerning the impact of marketing activities on the developmental trajectory of DTSs. Despite the acknowledged significance of the initial opportunity identification and framing phase in RBSs’ success, academic investigations in this domain remain relatively scarce. Hence, this study aims to delve into the role of marketing in the initial stages of opportunity identification and framing for DTSs. We reviewed the academic literature to consolidate scholarly contributions, enhancing our theoretical comprehension of how marketing strategies can effectively steer DTSs through their pivotal early growth phase. This literature review provides a substantial academic contribution by delineating the research agenda for future investigations in this underexplored field.