Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction

Shi, Lei; Miles, Angela K.

doi:10.1016/j.jbusres.2019.03.024

Cited by 8 publications

(3 citation statements)

References 47 publications

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“…Promotional activities, such as branding and communication, also seem relevant for SMEs. For example, Shi and Miles (2020) address the brand identity of startup firms with the argument that different approaches are applicable to ensure the survival and growth of entrepreneurial ventures. In a digitization context, Pakura and Rudeloff (2023) add that public relations on social media enhance brand development and reputation for growth-oriented firms.…”

Section: Resultsmentioning

confidence: 99%

Recent developments in entrepreneurial marketing: systematic literature review, thematic analysis and research agenda

Breit,

Volkmann

2023

JRME

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Purpose The developing field of entrepreneurial marketing reflects input from both marketing and entrepreneurship. Since the early 1980s, it has evolved heterogeneously, without a coherent theory, leading to complex scholarly views. Therefore, this literature review aims to shed light on the recent developments, reveal various research perspectives related to entrepreneurial marketing and derive future research avenues. Design/methodology/approach To account for recent scientific contributions and establish a more transparent view of divergent insights, the systematic literature review reported herein covers 207 peer-reviewed journal articles published after the “Charleston Summit” over 12 years (2010–2021) and details their contributions based on descriptive and inductive thematic analysis. Findings First, a descriptive analysis illustrates recent scientific developments indicating that entrepreneurial marketing is a vibrant research field with a continuous increase in publications worldwide and a wide range of research methods applied. Second, the thematic analysis suggests a three-part classification into entrepreneur, business and market perspectives. The authors present the most frequent themes and subthemes within this literature domain, as well as offering a critical assessment of the field that reveals key directions for expanding existing research. Originality/value To the best of the authors’ knowledge, this study is the first comprehensive review systematically examining entrepreneurial marketing literature while conducting an in-depth thematic analysis. It enhances current knowledge of the field by extending previous narrative and bibliographic reviews and discussing research directions. Aside from specific research questions, an alternative way to narrow down the multiple research objects is elaborated by critically debating the perspectives.

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Section: Resultsmentioning

confidence: 99%

Recent developments in entrepreneurial marketing: systematic literature review, thematic analysis and research agenda

Breit,

Volkmann

2023

JRME

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“…Future research lines Research post-disaster business recovery from the perspective of EM Compare business decision-making and EM between developing and western countries Shi and Miles (2020) How is a brand identity built?…”

Section: Authorsmentioning

confidence: 99%

Entrepreneurial marketing: a bibliometric analysis of the second decade of the 21st century and future agenda

Lopes

Laurett²,

Antunes

et al. 2021

JRME

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Purpose The purpose of this paper is to identify the state of the art on publications related to “Business Marketing” over the past 10 years (2010–2020) and available in the SCOPUS database. Design/methodology/approach In this research, a bibliometric study on entrepreneurial marketing (EM) was performed. The articles were selected from the SCOPUS database and dated from January 1, 2010 to July 11, 2020. Findings In total, 124 articles on the area of business management were identified, they are written in English. Through the systematization of these articles, it was found that the majority of the publications and citations about EM are from the year 2020 (378 articles), respectively, with 17 citations. The Journal of Research in Marketing and Entrepreneurship was the most published on the subject and obtained the highest number of citations over the past 10 years. The authors that obtained the highest number of citations were: Jones and Rowley (2011b) with 101 citations and Mort et al. (2012) with 71 citations. It was also possible to identify four clusters: “entrepreneurial orientation”; “customer strategy”; “market orientation” and “innovative entrepreneurship and marketing.” Practical implications This paper reinforces the coherence and scientific structure of the current literature. The systematization of the concepts we present can be used by managers to define strategies and policies in EM planning. Originality/value This research gives special emphasis to the publications over the past 10 years, related to the management area and focused on the term “Entrepreneurship Marketing,” aiming to identify publication trends. Another innovation from this research is the usage of a single database, for the case SCOPUS. Moreover, the authors also reveal a current agenda with future lines of research in EM, which will serve as a starting point to prepare other studies in this area.

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“…Another one is effectuation and the tendency to over-trust (Goel and Karri, 2006;Karri and Goel, 2008;Sarasvathy and Dew, 2008) and effectuation and entrepreneurial expertize (Read and Sarasvathy, 2005). Recent studies such as Palmié et al (2019), Kerr and Coviello (2020), Engel et al (2017), de la Cruz et al (2018, Cai et al (2017), Szambelan et al (2020), Sirén et al (2019) and Shi and Miles (2020) have shown the progress of effectuation concept. These studies proved the maturity of the effectuation concept based on the fact that mature research programs characterized by focused questions on existing constructs involve quantitative methods and studies that largely support the theory examined (Perry et al, 2012;Matalamäki Marko, 2017).…”

Section: New Venture Performancementioning

confidence: 99%

The effect of effectuation set of means on new venture performance: flexibility principle as a mediating factor

Pacho

Mushi

2020

JEEE

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Purpose This study aims to examine the effect of the effectuation set of means on new venture performance in the context of Tanzania’s emerging economy. To determine how new ventures, benefit from the effectuation set of means experienced entrepreneurs possess, this study examines the role of the flexibility principle of effectuation as a key mediator. Design/methodology/approach The research is quantitative in nature, and a survey questionnaire was used to get data from five cities of Tanzania. In total, 350 samples obtained for analysis. The hierarchical regression and structural equation modeling were used for testing the hypotheses. Findings The effectuation set of means is affirmed to have a positive effect on new venture performance. The flexibility principle plays a partial mediating role in the relationship between the effectuation set of means and new venture performance. Originality/value This empirical evidence contributes to the progress of the theory of effectuation and also provides managerial guidelines for entrepreneurs who operate their new ventures and face uncertain business environments.

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Non-effectual, non-customer effectual, or customer-effectual: A conceptual exploration of the applicability of the effectuation logic in startup brand identity construction

Cited by 8 publications

References 47 publications

Recent developments in entrepreneurial marketing: systematic literature review, thematic analysis and research agenda

Recent developments in entrepreneurial marketing: systematic literature review, thematic analysis and research agenda

Entrepreneurial marketing: a bibliometric analysis of the second decade of the 21st century and future agenda

The effect of effectuation set of means on new venture performance: flexibility principle as a mediating factor

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