Customer‐Value Based Marketing Activities in Fast‐Growth Firms

Abstract

This study investigates customer‐value based marketing activities in emerging or new fast‐growth ventures. A contextual analysis of interview data identified seven customer‐value based marketing activities actively pursued synergistically by fast growth firms: employee branding, target marketing, marketing planning marketing/market research, product differentiation via quality, relationship marketing, and guerrilla marketing. These elements form a complex web in which each marketing activity complements the other. There are three main implications: all marketing activities are intertwined, in line with marketing theory and practice associated with large firms; most marketing activities undertaken are low cost; and establishing a winning reputation is an important objective. CEOs associate reputation with brand building via employees.

Citation

Tan Swee Lin, C. and Smyrnios, K.X. (2007), "Customer‐Value Based Marketing Activities in Fast‐Growth Firms", Journal of Research in Marketing and Entrepreneurship, Vol. 9 No. 1, pp. 67-88. https://doi.org/10.1108/14715200780001340