Entrepreneurial Marketing and International New Ventures: Antecedents, Elements and Outcomes

ISBN-13: 9781032336633 / Angielski / Miękka / 2022 / 208 str.

Izabela Kowalik

Opis

The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship.

Spis treści

Introduction  1. The entrepreneurial marketing concept and instant internationalization of firms  2. Entrepreneurial marketing components and the concept’s role in internationalization of SMEs, a three-country study  3. Antecedents of entrepreneurial marketing, a conceptual framework  4. Entrepreneurial marketing orientation of international new ventures and gradually internationalized SMEs, a quantitative analysis  5. Antecedents of entrepreneurial marketing, an empirical assessment  6. Consequences of entrepreneurial marketing, an empirical assessment  7. International entrepreneurial marketing in the context of transition and mature markets.  Appendix I. The standardized error of estimation  Appendix II. Case studies: Case study 1. Network relationships of Italian luxury furniture producer.  Case study 2. P.P.H.U "Adamczyk"

O autorze

Izabela Kowalik is an Associate Professor at the Department of International Marketing, Warsaw School of Economics, Poland.