Entrepreneurial Marketing and International New Ventures: Antecedents, Elements and Outcomes (Routledge Studies in Entrepreneurship) (Paperback)

Entrepreneurial Marketing and International New Ventures: Antecedents, Elements and Outcomes (Routledge Studies in Entrepreneurship) By Izabela Kowalik (Editor) Cover Image
By Izabela Kowalik (Editor)
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Description


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.

About the Author


Izabela Kowalik is an Associate Professor at the Department of International Marketing, Warsaw School of Economics, Poland.
Product Details
ISBN: 9781032336633
ISBN-10: 1032336633
Publisher: Routledge
Publication Date: June 13th, 2022
Pages: 208
Language: English
Series: Routledge Studies in Entrepreneurship