دانلود و نمایش مقالات مرتبط با Entrepreneurial marketing::صفحه 1
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نتیجه جستجو - Entrepreneurial marketing

تعداد مقالات یافته شده: 10
ردیف عنوان نوع
1 توسعه معیاری برای بازاریابی کارآفرینانه: آشکارسازی چارچوب درونی آن و پیش بینی عملکرد
سال انتشار: 2020 - تعداد صفحات فایل pdf انگلیسی: 11 - تعداد صفحات فایل doc فارسی: 34
بازاریابی کارآفرینانه (EM) یک مفهوم بازاریابی برای شرکت هایی در نظر گرفته می شود که تلاش می کنند برنامه های بازاریابی کارآفرینانه، بازار محور و همچنین مشتری مدار را ایجاد کنند، که این برنامه ها در شرایط محدودیت های منابع بخوبی عمل کنند. با این وجود، حتی پس از گذشت سه دهه از پیدایش آن، محققان همچنان بر اعتبارسنجی ابعاد منحصربفرد مفهوم EM (چارچوب خارجی آن) تمرکز می کنند، اما نمی پرسند که نقطه مشترک این ابعاد چیست(چارچوب داخلی آن). این مقاله با استفاده از 1156 شرکت نمونه، یک معیار معتبر ایجاد می کند و تاثیر آن بر عملکرد شرکت را تحلیل می کند. نتایج نشان می دهند که EM شامل سه بعد بهم پیوسته می باشد: 1) تغییر محور، 2) خود گردان سازی، و 3) ریسک پذیر است که تاثیر مثبتی بر عملکرد شرکت دارند واژگان کلیدی: بازاریابی کارآفرینانه | ایجاد معیار | جهت گیری کارآفرینانه | جهت گیری مشتری | بهره برداری از منابع | بازار محور
مقاله ترجمه شده
2 Modeling country entrepreneurial activity to inform entrepreneurial-marketing research
مدل سازی فعالیت های کارآفرینی کشور برای آگاهی از تحقیقات بازاریابی کارآفرینی-2020
In 2002, Morris, Schindehutte and LaForge published a seminal work on entrepreneurial marketing (EM) that prominently featured external environmental conditions as a primary influence on the firm. Since then, EM researchers have devoted scant attention to these external environmental conditions. Not surprisingly, important explanations for EM have remained underdeveloped, such as EM as a strategic response to environmental change and turbulence. This study applies two approaches in structural equation modeling (component-based PLS-SEM and covariancebased CB-SEM) to the analysis of the 2016 Global Entrepreneurship Monitor data for the purpose of better understanding the external environment for firms entrepreneurial marketing. The model in the study based on data from 65 countries aggregated at the country level, suggested potential entrepreneurs perceptions of entrepreneurship influence entrepreneurship activity in societies positively, but are not influenced by con- structs of the entrepreneurial ecosystem representing institutions of society, such as government programs and policies.
Keywords: Entrepreneurial marketing | Global entrepreneurship | monitor | Structural equation modeling | Entrepreneurship | Entrepreneurial ecosystem | Partial least squares
مقاله انگلیسی
3 Four questions of entrepreneurial marketing education_ Perspectives of university educators
چهار سوال آموزش بازاریابی کارآفرینی: چشم اندازهای مربیان دانشگاه-2020
This paper reviews and reflects on the design and delivery of entrepreneurial marketing (EM) education in universities. During recent decades, there has been a growing interest in EM from policymakers, educators, organizations, and individuals, in tandem with a desire to enhance growth potential within regional and national economies. EM activities and processes have been adopted by many entrepreneurial firms across industries as diverse as agriculture, tourism, and engineering. All of these developments have impacted upon EM education. A review of relevant literature indicated four key questions, these are: (1) what should be taught; (2) how it should be taught; (3) where it should be taught; and (4) who should teach EM. These four questions were posed to an international forum of EM university educators, and their responses are incorporated into a reflection of the nature of EM education today and the implications for educators.
Keywords: Entrepreneurship | Marketing | Education | Entrepreneurial marketing | University
مقاله انگلیسی
4 Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
کارآفرینی در بازاریابی: معاشرت شرکای حاکمیت برند در شرکت های EM-2020
We present case studies of opportunity exploration and exploitation in two small, established Entrepreneurial Marketing firms who actively build online and offline partnerships with a range of stakeholders. We use ef- fectuation principles to explore the use of the relational norms of trust, selection, solidarity, information ex- change and flexibility within the firms, considering these as mechanisms used by the organization to socialise their partners. We examine the way firms vary their emphasis on trust, selection, solidarity and information exchange in line with the nature and importance of the partnership, and how each contributes to opportunity exploration. We also examine how flexibility enables the exploitation of opportunities validated as having po- tential. Finally, we present a theoretical framework based on our results along with propositions for future research. Contributions are made to entrepreneurial marketing, effectuation, and brand governance literatures.
Keywords: Entrepreneurial marketing | Socialization | Effectuation Relational norms | Brand governance | SMEs
مقاله انگلیسی
5 Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms
تصمیم گیری در مورد بازاریابی کارآفرین در بین المللی و سریع بین المللی کردن بنگاه های نوپا-2020
This study utilises an effectuation lens to contribute to knowledge involving the entrepreneurial marketing practices of rapidly internationalising firms, following a temporary discontinuation of overseas sales. This is important since earlier studies typically focus on continuing overseas activities, not de-internationalisation. Semi-structured interviews took place with owner-managers of sixteen small, UK based, knowledge-intensive start-ups, before planned re-internationalisation occurred. All management teams were proactive, took risks, exploited innovation and engaged in opportunity-driven plus resource leveraging behaviour. Conversely, creating adequate ‘customer value’ did not occur. The investigation highlights that in particular contexts, certain facets of an effectuation approach outweigh others and the notion of ‘affordable losses’ is viewed in both financial and non-financial terms. The study offers unique insights into the need for decision-makers in rapidly internationalising firms to undertake validation of strategies to discover new customers; also, the potential usefulness to lose particular customers, even temporarily, to facilitate enduring entrepreneurial marketing activities.
Keywords: De-internationalisation | Effectuation | Entrepreneurial marketing | Rapid internationalisation
مقاله انگلیسی
6 بازاریابی کارآفرینی موثر بر فیس بوک- مطالعه طولی
سال انتشار: 2020 - تعداد صفحات فایل pdf انگلیسی: 9 - تعداد صفحات فایل doc فارسی: 20
رسانه های اجتماعی فرصت های بی شماری برای راهبردهای بازاریابی کارآفرینی فراهم می سازند که از قدرت جامعه استفاده می کنند به ویژه هنگامی که آنها با رویکردهای سنتی همانند تایید فرد معروف ترکیب شوند. دسترسی، تکرار و سرعت ارتباط در رسانه های اجتماعی مزیت ایده آل برای عوامل بازاریابی کارآفرینی فراهم می سازد. به هر حال میزان سرعت تغییر ممکن است تاثیرات بررسی ها در بازاریابی های کارآفرینی بر رسانه های اجتماعی را با تهدید مواجه سازد و آنها چندان پایدار واقع نشوند. با مدل سازی معادله ساختاری تاثیر بلند مدت تایید فرد معروف در فیس بوک را بر قصد خرید در بین 234 عضو فیس بوک در دو طراحی طولی آزمودیم. معتقدیم که واسطه این رابطه وجهه نام تجاری حامی و تمایز نام تجاری می باشد. این مطالعه ابتدا به بررسی تاثیرات بلند مدت بازاریابی کارآفرینی بر رسانه های اجتماعی می پردازد. اثرگذاری و مفاهیم یافته های خود را بر تحقیقات و فعالیت ها مطرح می کنیم.
واژگان کلیدی: بازاریابی کارآفرینی | رسانه های اجتماعی | بازاریابی جامعه محور | اعتبار تایید فرد معروف | بازاریابی تاثیرگذار | مطالعه طولی
مقاله ترجمه شده
7 Entrepreneurship development and pedagogical gaps in entrepreneurial marketing education
توسعه کارآفرینی و شکافهای آموزشی در آموزش بازاریابی کارآفرینی-2020
In the age of automation and artificial intelligence, the need for sustainable entrepreneurship for job creation has significantly raised. For the development of sustainable entrepreneurship in recent years, business schools worldwide have recognised their roles, and started providing en- trepreneurship education (EE). Due to being in emerging phase, the EE at business schools is following pedagogic approaches that are not exclusively developed for entrepreneurship, and hence, not suitable with the practical entrepreneurial needs. This leaves graduates lacking in many types of entrepreneurial skill-sets. One of those key skill-sets is entrepreneurial marketing (EM), which is one of the most dominating problems for SME entrepreneurs for the survival and growth of their businesses. Furthermore, the literature highlights that lack of EM skill-set is also one of the leading causes of entrepreneurial failure. The failure of SME entrepreneurs not only discourages them, but also damages the initiatives taken by the governments and private in- stitutions for entrepreneurship development in the economies. Thus, considering the critical importance of EM education for the development of entrepreneurship, this paper has highlighted the pedagogical gaps in EM education, proposed future research avenues, and made practical implications for business schools’ academic authorities to upgrade their pedagogical models.
Keywords: Entrepreneurship development | Entrepreneurship education | Entrepreneurial marketing | SME entrepreneur | Entrepreneurial failure | Pedagogy | Theory-practice gap | Business school
مقاله انگلیسی
8 Entrepreneurship in marketing: Socializing partners for brand governance in EM firms
کارآفرینی در بازاریابی: اجتماعی کردن شرکای حاکمیت برند در شرکتهای EM-2019
We present case studies of opportunity exploration and exploitation in two small, established Entrepreneurial Marketing firms who actively build online and offline partnerships with a range of stakeholders. We use effectuation principles to explore the use of the relational norms of trust, selection, solidarity, information exchange and flexibility within the firms, considering these as mechanisms used by the organization to socialise their partners. We examine the way firms vary their emphasis on trust, selection, solidarity and information exchange in line with the nature and importance of the partnership, and how each contributes to opportunity exploration. We also examine how flexibility enables the exploitation of opportunities validated as having potential. Finally, we present a theoretical framework based on our results along with propositions for future research. Contributions are made to entrepreneurial marketing, effectuation, and brand governance literatures.
Keywords: Entrepreneurial marketing | Socialization | Effectuation | Relational norms | Brand governance | SMEs
مقاله انگلیسی
9 Entrepreneurial marketing of international high-tech business-to-business new ventures: A decision-making process perspective
بازاریابی کارآفرینی بین المللی با تکنولوژی بالا تجاری به تجاری سرمایه گذاری های جدید: دیدگاه فرایند تصمیم گیری-2017
Knowledge of how entrepreneurial marketing is conducted in industrial markets is currently rather weak. This study explores the marketing decision-making process of entrepreneurs undertaking entrepreneurial marketing in international new ventures (INVs) operating in high-tech business-to-business markets. A qualitative study conducted with entrepreneurs from four case firms reveals that due to the iterative, incremental, and co creative nature of the process, marketing decision making in high-tech business-to-business INVs that is more effectual than causal results in more entrepreneurial marketing. A novel finding is that entrepreneurs alternate causal and effectual marketing forms as a result of their ambidextrous entrepreneurialism, and variations in the internal uncertainty, technological uncertainty, and any market turbulence faced by the firm. We develop a dynamic model presenting the alternation between effectual and causal processes, and the feedback loop of en trepreneurial marketing. The research offers implications for the management of organizations operating under conditions of uncertainty on how their decision-making processes can optimize entrepreneurial marketing, how to create new markets, and how to reduce the perceived uncertainty in industrial markets.
Keywords: Entrepreneurial marketing | International new venture | Decision-making process | Effectuation | Causation | Business-to-business | High-tech
مقاله انگلیسی
10 علائم تجاری و ارزش گذاری سرمایه ی مخاطره آمیز
سال انتشار: 2014 - تعداد صفحات فایل pdf انگلیسی: 18 - تعداد صفحات فایل doc فارسی: 47
این مطالعه ، نقش علائم تجاری در ارزش گذاری فعالیت های راه اندازی سرمایه گذاران را مورد بررسی قرار می دهد . نتایج ما نشان می دهد که تعداد و پهنای اپلیکیشن های علائم تجاری ، رابطه هایU شکل با ارزش گذاری مالی فعالیت های راه اندازی را به وسیله یVCS معکوس می سازد . این یافته ها همچنین نشان می دهند که در نوبت های سرمایه گذاری بعدی ، ارزش اپلیکیشن های علائم تجاری زمانی کاهش می یابد که فعالیت های راه اندازد به مراحل رشدی پیشرفته تری قدم بگذارند . فعالیت های راه اندازی باید زمانی این یافته ها را مد نظر قرار دهند که به دنبال سرمایه گذاری ازVCS هستند و باید بر جهت گیری های بازاری و رشدی خود و اشتیاقشان برای حفاظت از سرمایه های بازاری خود با تکیه بر فعالیت های علامت تجاریشان تاکید کنند.
کلمات کلیدی: سرمایه ی مخاطره آمیز | علائم تجاری | بازاریابی کارآفرینی | ویژگی های عقلانی
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