JBR-D-17-02524R4.pdf (1016.94 kB)
Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms
journal contribution
posted on 2018-11-23, 13:50 authored by Jim Crick, David Crick, Shiv ChaudhryThis 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 decisionmakers 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.
History
School
- Business and Economics
Department
- Business
Published in
Journal of Business ResearchVolume
113Issue
May 2020Pages
158 - 167Citation
CRICK, J.M., CRICK, D. and CHAUDHRY, S., 2018. Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms. Journal of Business Research, 113, pp.158-167Publisher
© ElsevierVersion
- AM (Accepted Manuscript)
Publisher statement
This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at https://doi.org/10.1016/j.jbusres.2018.11.033.Acceptance date
2018-11-21Publication date
2018-12-04ISSN
0148-2963Publisher version
Language
- en