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The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship.
The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms' performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets.
It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.
List of contents
Introduction 1. The entrepreneurial marketing concept and instant internationalization of firms 2. Entrepreneurial marketing components and the concept’s role in internationalization of SMEs, a three-country study 3. Antecedents of entrepreneurial marketing, a conceptual framework 4. Entrepreneurial marketing orientation of international new ventures and gradually internationalized SMEs, a quantitative analysis 5. Antecedents of entrepreneurial marketing, an empirical assessment 6. Consequences of entrepreneurial marketing, an empirical assessment 7. International entrepreneurial marketing in the context of transition and mature markets. Appendix I. The standardized error of estimation Appendix II. Case studies: Case study 1. Network relationships of Italian luxury furniture producer. Case study 2. P.P.H.U "Adamczyk"
About the author
Izabela Kowalik is an Associate Professor at the Department of International Marketing, Warsaw School of Economics, Poland.
Summary
The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship.
