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Article
Publication date: 16 March 2012

David Lingelbach, Anthony Patino and Dennis A. Pitta

The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the…

16339

Abstract

Purpose

The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation.

Design/methodology/approach

Following a literature review, from which propositions are derived, an earlier process model of organizational speciation is adapted to marketing by Millennial entrepreneurs.

Findings

A four‐stage cycle model of entrepreneurial marketing by Millennials is developed, consisting of enabling through resource scarcity, bonding through social media, new product introduction through incremental stealth, and replicating through variation, selection, and retention.

Research limitations/implications

Model development would be enhanced through empirical data.

Practical implications

Marketers in entrepreneurial firms founded by Millennials can follow a few simple rules to enhance market penetration. Resource scarcity is something to be sought, not avoided. A thoughtful social media strategy can accelerate new product introduction: stealthiness and its close relation small size should be embraced; avoid getting too big too quickly; use furtiveness to drive social media‐based bonding.

Originality/value

Previous theoretical models at the marketing/entrepreneurship interface have not focused on the unique characteristics of Millennial‐led new ventures. This study develops the most comprehensive model of entrepreneurial marketing by Millennials to date.

Details

Journal of Consumer Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 March 2013

David Lingelbach

How does venture capital (VC) emerge in emerging and developing economies? This paper aims to use case data from an early Russian VC fund to extend a previous model exploring that…

853

Abstract

Purpose

How does venture capital (VC) emerge in emerging and developing economies? This paper aims to use case data from an early Russian VC fund to extend a previous model exploring that question.

Design/methodology/approach

Case studies of VC emergence from South Africa, Botswana, and Russia are compared, from which a conceptual model is developed.

Findings

VC emerges in a process consisting of four stages: enabling, coproducing, diffusing, and replicating. The Russian case shows that these stages are linked in a circular process, i.e. replicating can lead to enabling. VC emergence can also begin at any stage. A higher degree of public‐private coproduction may outweigh the absence of a completed enabling stage, suggesting that strength in one stage can compensate for weakness in others.

Research limitations/implications

This paper invites scholars to reconsider VC emergence in a more nuanced manner that takes into account its complex, processual nature. The inclusion of Russian data also encourages researchers to examine more closely the subtle ways in which the private and public sectors may interact in emerging markets in pursuit of common goals. This study's findings have important linkages with other critical accounts of international business. The study addresses weaknesses in earlier literature by employing a multi‐disciplinary, cross‐context approach that utilizes data from a foreign VC investing in Russian small to medium‐sized enterprises.

Practical implications

VCs considering investment in Russia should examine how early entrants to the industry formed cooperative relationships with local governments. Policymakers should re‐examine the relative importance of national and local efforts to promote VC and other innovation‐related initiatives in emerging markets.

Originality/value

This study moves beyond current economics‐dominated understanding of VC, which focuses on antecedents (enabling conditions). It reports the central role of public‐private coproduction in VC emergence, the feedback between diffusion and coproduction in emergence, and, most importantly, the diminished importance of enabling conditions. This paper presents the first fund‐level study of Russian VC.

Details

Critical perspectives on international business, vol. 9 no. 1/2
Type: Research Article
ISSN: 1742-2043

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Article
Publication date: 1 March 2013

Snejina Michailova, Daniel J. McCarthy and Sheila M. Puffer

This introductory paper aims to outline the reasons for optimism as well as for skepticism in regard to Russia's position in the group of BRIC nations and in the global economy.

1632

Abstract

Purpose

This introductory paper aims to outline the reasons for optimism as well as for skepticism in regard to Russia's position in the group of BRIC nations and in the global economy.

Design/methodology/approach

The paper presents a brief overview of developments in Russia. This discussion serves as a contextual introduction to this special issue by embracing some of the common themes elaborated in the other papers that are featured in the issue.

Findings

The paper takes a balanced perspective by discussing both positive and negative trends in Russia's development.

Originality/value

The paper sets the context in which the other papers that comprise this special issue can be situated.

Details

Critical perspectives on international business, vol. 9 no. 1/2
Type: Research Article
ISSN: 1742-2043

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Article
Publication date: 16 March 2012

Anthony Patino, Velitchka D. Kaltcheva, David Lingelbach and Dennis A. Pitta

The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that…

3755

Abstract

Purpose

The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers.

Design/methodology/approach

The study carried out analysis of commercially collected survey data (538 pre‐teen Millennials) from Harris On‐Line using cluster and correspondence analyses.

Findings

Segments exist within the younger Millennial cohort. Specifically, four clusters emerged including enthusiasts, social/intellectuals, creatives and the disengaged.

Research limitations/implications

One limitation is the selection of the toy characteristics included in the cluster variate, which were based on scarce published research and the opinion of Harris On‐Line experts. A second limitation is that the toys were never differentiated between traditional toys and electronic toys. A third limitation revolves around the maturation of the Millennials and how that may affect the clusters over time.

Practical implications

The cohorts are not homogeneous and the marketers should attend to the differences within the Millennial cohort when preparing promotions and in new product development.

Originality/value

To date, few, if any, academic studies have been done that segment the Millennial generational cohort. The research paper utilizes both cluster and correspondence analyses, which are the most appropriate for investigating segmentation in this setting.

Details

Journal of Consumer Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 29 May 2009

Maktoba Omar, Robert L. Williams and David Lingelbach

This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and…

9938

Abstract

Purpose

This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and communication, identity, and image.

Design/methodology/approach

A review of the current knowledge of corporate reputation, personality, identity, and image leads to development of a strategy framework to enhance/protect corporate reputation. A case study involving a corporate logo introduced into a developed market by an emerging multinational corporation (EMNC) is presented.

Findings

The paper identifies that credibility and trust are significant elements which must be managed and communicated to maintain the firm's corporate image and reputation.

Originality/value

A conceptual model is presented illustrating a series of internal and external factors affecting communication and trust, which influence the customer and assist in shaping corporate reputation. The case of the EMNC Chinese corporation Haier to introduce its brand into a developed market may enlighten others pursuing this path.

Details

Journal of Product & Brand Management, vol. 18 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 30 August 2022

Emmanuel Okoro Ajah, Chidi Ononiwu and Charles Nche

In pursuit of socio-economic growth, scholars and policymakers in emerging economies continues to show interest in understanding technology-based start-up (i.e. tech start-up…

1791

Abstract

Purpose

In pursuit of socio-economic growth, scholars and policymakers in emerging economies continues to show interest in understanding technology-based start-up (i.e. tech start-up) emergence, to help mitigate persistent failure experienced during commercialization. Howbeit, some scholars lamented that extant studies that investigated tech start-up emergence are mostly fragmented, because they focus on specific event/sub-process in tech start-up gestation. Thus, this study aims to conduct a systematic literature review to discover, harmonize and develop a framework that describes the interaction among varying dimensions of events/sub-processes that characterizes tech start-up emergence in an emerging economy.

Design/methodology/approach

To conduct this study, the authors engaged a concept-centric systematic literature review. Having developed a search protocol, the authors searched through information systems database, and other relevant discipline databases, to select relevant articles for review.

Findings

The systematic review revealed various dimensions of events (i.e. opportunity discovery and selection, team formation and domain consensus, bootstrapping and the development of minimum viable product and market experimentation feedback) that are critical to tech start-up emergence. Most prior studies are isolated, as they focus their investigation on specific event. Thus, from this review, the authors developed a framework harmonizing various dimensions of events characterizing emergence of a viable tech start-up.

Originality/value

The researchers conducted this study in response to lingering call for harmonized study that provides in-depth description of how different dimensions of events interact and characterize tech start-up emergence. Consequently, the study resulted in a descriptive framework. Furthermore, the findings highlight some practical implications and proposes new study directions as future research agenda for scholars interested in tech start-up emergence.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 14 no. 5
Type: Research Article
ISSN: 2053-4604

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Book part
Publication date: 21 August 2012

Hannah S. Lee and David A. Griffith

This study examines the process of establishing a viable brand in a new foreign market through successful market entry governance by utilizing various types of branding alliances…

Abstract

This study examines the process of establishing a viable brand in a new foreign market through successful market entry governance by utilizing various types of branding alliances to transfer corporate brands. Drawing from corporate illustrations and building upon Ghosh and John's (1999) governance value analysis (GVA) model, a decision model for managers is developed providing theory-based guidance for market entry strategies. Relational governance can be considered as a continuum ranging from strong relational (i.e., joint ventures, co-branding) to weak relational (i.e., joint promotion, marketing alliance) forms. Firms should organize their market entry strategy based upon brand equity resources, specific investments made by the partner, and environmental uncertainty (market volatility and cultural distance), so as to transfer the desired brand image and associations into local markets by maximizing the level of value created and value claimed. This study contributes to the international marketing literature by providing a theoretically strong decision model, supported by corporate examples, of how firms enter markets using various types of brand alliances. It also advances the practice of international marketing in regard to branding by providing insights as to how managers in the global marketplace can effectively transfer brand images and build global brand equity, minimizing firm costs while maximizing the value created and claimed from the brand.

Details

Interdisciplinary Approaches to Product Design, Innovation, & Branding in International Marketing
Type: Book
ISBN: 978-1-78190-016-1

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Article
Publication date: 1 April 1981

Allison L. Gould

The verification of bibliographic information in a known item search can be both lengthy and tedious. The difficulties in using some of the traditional sources are well‐known. For…

77

Abstract

The verification of bibliographic information in a known item search can be both lengthy and tedious. The difficulties in using some of the traditional sources are well‐known. For example, the National Union Catalog provides access only through main entry; Books in Print and the Cumulative Book Index have author, title, and subject access but are limited by the fact that they cover only books either in print in a given year or published in a given year. The result can be a frustrating and, at times, fruitless search.

Details

Reference Services Review, vol. 9 no. 4
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 1 October 2024

Khushnuma Wasi, Zuby Hasan, Nakul Parameswar, Jayshree Patnaik and M.P. Ganesh

Tech start-ups (TSs) functioning in different domains have a responsibility of ensuring that domestic knowledge and capabilities are leveraged to minimize dependence on foreign…

113

Abstract

Purpose

Tech start-ups (TSs) functioning in different domains have a responsibility of ensuring that domestic knowledge and capabilities are leveraged to minimize dependence on foreign organizations. Despite the growth of the ecosystem, while numerous TSs emerge, very few of them are able to survive, and of those that survive, very few scale up. The aim of this study is to identify the factors influencing the competitiveness of technological start-ups and to study the interrelationship and interdependence of these factors.

Design/methodology/approach

Modified total interpretative structural modeling (m-TISM) was employed for the current research. The analysis of what factors have an effect on competitiveness, how they affect it and why they affect it should be explored. The study begins by developing the list of factors through literature search, and further it is validated by expert opinion. A hierarchical model has been developed using m-TISM and MICMAC analysis to analyze the driving and dependency power of factors at each level.

Findings

Results show that the competitiveness of TSs is affected by organizational agility and internationalization. Factors present at the bottom level, namely entrepreneurial intensity, act as a strong driver for TSs. Team member commitment, transformational leadership, strategic alliances, knowledge sharing and organizational ambidexterity are middle-level factors.

Originality/value

This study is among the few articles that have explored competitiveness of TSs in the Indian context.

Details

International Journal of Productivity and Performance Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1741-0401

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Article
Publication date: 6 January 2021

Jiawen Chen, Linlin Liu and Qingxin Chen

Empirical data on the impacts of entrepreneurial effectuation on firm performance are scattered and controversial. This study conducts a meta-analysis to obtain evidence on…

1303

Abstract

Purpose

Empirical data on the impacts of entrepreneurial effectuation on firm performance are scattered and controversial. This study conducts a meta-analysis to obtain evidence on whether and under what conditions effectuation is valuable. A contextual framework is proposed that highlights the boundary condition of the performance impact of effectuation.

Design/methodology/approach

Both the traditional approach of meta-analysis and advanced techniques of Bayesian meta-analytic tests are used to combine numerous studies from varied research contexts.

Findings

Meta-analytic results show that effectuation generally has a positive impact on firm performance, and is context-dependent, leading to stronger performance for older firms and firms in high-tech industries and emerging countries.

Originality/value

The findings provide important implications for entrepreneurs who are considering applying effectuation. This study highlights that effectuation is context-dependent and the performance implications of effectuation are contingent on contextual factors at organizational, industrial and institutional levels. This study extends the contextual understanding of the effectuation–performance relationship.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 27 no. 3
Type: Research Article
ISSN: 1355-2554

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