Research on marketing in emerging firms: key issues and open questions

Abstract

In many industries, emerging firms derive their initial strength from R&D activities. Though technological capabilities are important for building technologically sound products, they are not sufficient for turning an emerging firm into a viable economic actor, as numerous examples illustrate. Based on a discussion of the specific challenges of marketing in new ventures and a brief overview on past and current research studies, this article focuses on reviewing research findings on four key topics: establishing a market orientation, building credibility and trust with stakeholders, establishing marketing alliances and low-cost marketing. Though previous research has produced important insights into each of these topics, there are still plenty of issues that offer promising opportunities for future studies.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 54 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.