Title: Entrepreneurial marketing of international new ventures: a decision-making perspective and propositions

Authors: Man Yang

Addresses: School of Marketing and Communication, University of Vaasa, PL 700, 65101 Vaasa, Finland

Abstract: This conceptual paper studies the entrepreneurial marketing process in international new ventures by focusing on entrepreneurs' decision-making. This paper defines the concept of international entrepreneurial marketing and identifies its dimensions: entrepreneurs, international entrepreneurial marketing culture, strategy, and tactics. The paper proposes a model of the international entrepreneurial marketing process and develops propositions from a decision-making perspective based on the effectuation theory. The model suggests that entrepreneurs in international new ventures adopt an effectual decision-making process, utilise international entrepreneurial marketing culture and leverage contingences in the international business environment to create new marketing opportunities. As the outcome of the entrepreneurial decision-making process, international entrepreneurial marketing strategy and tactics shape the international business environment and create new markets. The paper makes theoretical contributions in international marketing and international entrepreneurship, as well as provides managerial implications for entrepreneurs or managers who conduct international marketing activities.

Keywords: international new venture; INV; international marketing; international entrepreneurship; decision-making; effectuation.

DOI: 10.1504/IJEXPORTM.2018.098942

International Journal of Export Marketing, 2018 Vol.2 No.3, pp.231 - 248

Received: 04 Oct 2018
Accepted: 17 Jan 2019
Published online: 09 Apr 2019 *

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