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Czasopismo
2016 | nr 12 | 11--18
Tytuł artykułu

The Entrepreneurial Marketing Orientation of International New Ventures : Conceptual Model and Research Framework

Autorzy
Warianty tytułu
Marketing przedsiębiorców w firmach wcześnie umiędzynarodowionych - koncepcja i propozycje pomiaru
Języki publikacji
EN
Abstrakty
EN
The article aims at analyzing the entrepreneurial marketing (EM) concept and measurement tools connected with its application by the International New Ventures (INV). In particular, the article centers on the operationalization of the EM definition, based on the dimensions proposed in earlier research. The recently developed conceptual model of entrepreneurial marketing orientation, including the customer orientation and innovation orientation (Jones and Rowley, 2011) is analyzed from the point of view of applicability to the research on the Polish INVs. Moreover, the use of other research approaches, exploring the interface between marketing, entrepreneurship and innovation, in studying the activity of INVs is discussed. As a result, on the basis of literature review and earlier empirical studies, a framework of studying the application of entrepreneurial marketing by the International New Ventures, coming from CEE countries is proposed1. A discussion on applying the formative vs. reflective approach to entrepreneurial marketing orientation (EMO) measurement is also provided. (original abstract)
Celem artykułu jest przeanalizowanie koncepcji marketingu przedsiębiorców i narzędzi do pomiaru jej zastosowania przez przedsiębiorstwa wcześnie umiędzynarodowione. W artykule podjęto próbę operacjonalizacji definicji marketingu przedsiębiorców przy uwzględnieniu wymiarów zaproponowanych we wcześniejszych badaniach. Przeanalizowano też możliwości zastosowania opracowanego niedawno modelu marketingowej orientacji przedsiębiorców (tzw. entrepreneurial marketing orientation) do badań polskich przedsiębiorstw wcześnie umiędzynarodowionych. Na podstawie przeglądu literatury zagranicznej i wcześniejszych badań empirycznych zaproponowano schemat analizy marketingu przedsiębiorców w firmach wcześnie umiędzynarodowionych wywodzących się z Europy Środkowo-Wschodniej. Uwzględniono również dyskusję nad zastosowaniem refleksyjnego i formacyjnego podejścia do pomiaru marketingowej orientacji przedsiębiorców. (abstrakt oryginalny)
Czasopismo
Rocznik
Numer
Strony
11--18
Opis fizyczny
Twórcy
  • Szkoła Główna Handlowa w Warszawie
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171448034

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