Marketing in New Ventures: Theory and Empirical Evidence

Schmalenbach Business Review, Vol. 56, pp. 164-199, April 2004

36 Pages Posted: 28 Jun 2004

See all articles by Marc Gruber

Marc Gruber

Ecole Polytechnique Federale de Lausanne - MTEI

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.

Keywords: Marketing, Entrepreneurship, New Ventures

JEL Classification: M13, M30, O32

Suggested Citation

Gruber, Marc, Marketing in New Ventures: Theory and Empirical Evidence. Schmalenbach Business Review, Vol. 56, pp. 164-199, April 2004. Available at SSRN: https://ssrn.com/abstract=559025

Marc Gruber (Contact Author)

Ecole Polytechnique Federale de Lausanne - MTEI ( email )

Odyssea
Station 5
Lausanne, 1015
Switzerland

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