Purpose

This paper aims to deepen the understanding of the marketing process and practices taking place during the initial stages of the company development, by revealing the distinct entrepreneurial marketing process and mix resulting from the entrepreneurs’ decision-making process.

Design/methodology/approach

Using the critical incident technique, the study analyzes 146 marketing decisions made by entrepreneurs. The resulting marketing activities are aligned in a process and compared with the mainstream managerial marketing process.

Findings

The results provide the basis for an entrepreneurial marketing framework with four phases: product creation – product–market fit – market expansion – refocus. An entrepreneurial marketing mix is also proposed, consisting of productisement, people and proof of value.

Originality/value

While the managerial marketing process is well established, the entrepreneurial marketing process remains largely uncharted. The framework provided contributes to identifying the main marketing concerns and understanding how the marketing process is implemented by entrepreneurs in the earlier phases of the firm. Practical suggestions are offered regarding the marketing operations of the new firms and the critical marketing aspects to consider.

中文翻译：

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创业和管理实践的营销决策和实施过程：关键事件技术方法

目的

本文旨在通过揭示企业家决策过程所产生的独特的企业家营销过程和组合，加深对公司发展初始阶段的营销过程和实践的理解。

设计/方法/方法

该研究使用关键事件技术分析了企业家做出的 146 项营销决策。由此产生的营销活动在一个过程中保持一致，并与主流的管理营销过程进行比较。

发现

结果为具有四个阶段的创业营销框架提供了基础：产品创造 - 产品 - 市场契合 - 市场扩张 - 重新聚焦。还提出了一种企业家营销组合，包括产品化、人员和价值证明。

原创性/价值

虽然管理营销过程已经很好地建立起来，但创业营销过程在很大程度上仍然是未知的。所提供的框架有助于确定主要的营销问题并了解企业家在公司早期阶段如何实施营销过程。就新公司的营销业务和需要考虑的关键营销方面提供了实用的建议。