Entrepreneurial marketing in Swiss start-up during the coronavirus pandemic

Loading...
Thumbnail Image
Author (Corporation)
Publication date
2021
Typ of student thesis
Course of study
Type
06 - Presentation
Editors
Editor (Corporation)
Supervisor
Parent work
Special issue
DOI of the original publication
Link
Series
Series number
Volume
Issue / Number
Pages / Duration
Patent number
Publisher / Publishing institution
Place of publication / Event location
Berlin
Edition
Version
Programming language
Assignee
Practice partner / Client
Abstract
This qualitative case study demonstrates the positive effect of entrepreneurial marketing (EM) on the success of a start-up during the coronavirus pandemic. The research provides insights into how to measure the emphasis of each of the EM dimensions of an organisation and how to understand the external factors and innovation opportunities. In the start-up examined, the EM organisational dimensions of proactiveness, market-driving and inclusive attention build the basis for the success of the company. It is concluded that a pronounced EM approach allows building a suitable business model for resource-constrained conditions and in times of high-risk and uncertainty (as experienced in the current pandemic). While the presented data focusses on the effect of EM during the pandemic, the approach has been validated as a strategic guideline for entrepreneurs, innovators and consultants at every stage of a new business and opportunity development.
Keywords
Subject (DDC)
Project
Event
XXXII ISPIM Innovation Conference 2021
Exhibition start date
Exhibition end date
Conference start date
20.06.2021
Conference end date
23.06.2021
Date of the last check
ISBN
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Review
Peer review of the abstract
Open access category
License
Citation
Miller, B. T. (2021). Entrepreneurial marketing in Swiss start-up during the coronavirus pandemic. XXXII ISPIM Innovation Conference 2021. https://irf.fhnw.ch/handle/11654/43056