Entrepreneurial Marketing : Innovative value creation

Abstract

Background Historically speaking, marketing and entrepreneurship has been looked upon as something distinct without any clear relationship. However, in recent years studies on the relationship between marketing and entrepreneurship has increased significantly. Marketers are neither innovative nor entrepreneurial enough in their way of thinking and making decisions. All successful entrepreneurial businesses are based on well thought through marketing. Successful businesses are those who manage to engage in entrepreneurial activities and consider marketing as an important part of that success. The key is marketing and not the product or service. Purpose The purpose of this thesis is to investigate and evaluate the entrepreneurial process of marketing a newly started venture, towards the end customer, and how the entrepreneur views the role and importance of marketing in future success. Method In order to fulfil the purpose an analysis has been conducted through a holistic multicase study. The cases included inkClub and Cinnober Financial Technology, Two entrepreneurs and their companies which received the awards Entrepreneur of the year and Super Gazell from Ernst & Young and Dagens Industri. These awards are given to entrepreneurs and companies who are characterized by entrepreneurship and growth. Conclusion After analysing the empirical data with regards to the theory conclusions could be drawn. The study showed that through exploiting market opportunities entrepreneurs could market themselves in a way that suits the company as well as the potential customers. There is also a strong correlation between entrepreneurship and marketing and being able to intertwine these two is the key to finding novel ways of marketing. The study also showed that there are some characteristics that fit all entrepreneurs but it is impossible to find a set of characteristics that fits all.

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