Background: Entrepreneurial marketing concentrates on the marketing for small and micro enterprises. It provides the tool to compete on the market with limited resources and thus innovative marketing strategy might be a good weapon and particular value for the micro and small sized entrepreneurs. Traditional marketing concepts are generally not appropriate for the small and micro enterprises, which creates a need for generating new solutions. Purpose: To investigate in the particular ways of practical application of the entrepreneurial marketing for small and micro enterprises. To understand the entrepreneurial marketing relevance for small and micro companies that operates in fast-changing environment. Method: The study is qualitative, with deductive approach, interpretivist epistemology and objectivist ontology. 4 micro and small entrepreneurs from Växjö have participated in the semi-structured interviews, and the results have been interpreted through an operationalization table, in a “cross-company case” model. Results, conclusion: The study aimed at helping the micro and small entrepreneurs to have a better understanding of the entrepreneurial marketing relevance. It has been done through the analysis of the seven dimensions which the concepts and theories have been confirmed most of the time by the empirical results. It gave the insurance that micro and small entrepreneurs have high interest to be aware of these dimensions, which may help them in their business.

This thesis investigates the role of serendipity, effectuation, and entrepreneurial marketing in fast-growth entrepreneurial firms. Using a qualitative paradigm, multiple case studies and cross-country approaches, the study aims to explore the interrelationships among these constructs and answer the main research question relating to their contribution to fast growth. Semi-structured interviews were conducted with twenty fast-growth firms in New Zealand and Iran from a range of sectors, and causal mapping method was used to map out the growth trajectory of each firm. Causal maps enable the researcher to find in what manner the firms achieved fast growth and what factors contributed to their growth. The results suggest that serendipity is a precursor to fast growth and occurs generally at the start of a growth process. Serendipity is likely to take place at any stage of a firm life cycle, but more likely at the early stage of formation, alongside networks, pure luck, perseverance, environment and high-quality products and services. In addition to reviewing the three patterns of serendipity that are well-known in accidental scientific discoveries, we identify and introduce “Entrepreneurial Serendipity” as another distinctive pattern in entrepreneurship, whereby entrepreneurs look for any opportunity to start a business and explore an appropriate opportunity that comes along. Further analyses illustrate that entrepreneurs believe in the occurrence of serendipity in their day-to-day business; however, it indirectly contributes to fast growth mediated by two important elements: effectual thinking and entrepreneurial marketing. The causal maps demonstrate that the combination of effectuation and entrepreneurial marketing directly and indirectly lead to fast growth. A majority of fast-growth firms start business effectuatively, often with limited resources and relying on whatever available means they possess, but over time, they shift to causation logic with more planning and strategic decisions. Starting from an effectuation base, the participants had an entrepreneurial mindset at the outset and used specific tactics, such as an adapted marketing mix, relying on networks, innovation, ensuring a presence in the market, pro-activeness, and market intelligence through personal observation. These entrepreneurial marketing practices have led to fast growth and were widely employed by entrepreneurs, irrespective of firm size and age. The thesis sheds some light on how fast-growth firms achieve considerable growth by looking at the relationship of serendipitous opportunity exploration and effectuative exploitation using entrepreneurial marketing. It contributes to the literature on serendipity and its development in entrepreneurship, and identifies serendipitous sources of opportunity in fast growing firms. The study confirms that effectuation logic and entrepreneurial marketing are instruments by which entrepreneurs exploit new opportunities and market products or services. Entrepreneurs from both New Zealand and Iran share similar growth trajectories, however, some Iranian entrepreneurs believe that spiritual values are important in exploring new opportunities and achieving fast growth. Finally, the study confirms that growth may start with a serendipitous exploration and continues with effectuation logic and entrepreneurial marketing.

<p>Background</p><p>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.</p><p>Purpose</p><p>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.</p><p>Method</p><p>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.</p><p>Conclusion</p><p>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.</p><p>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.</p>

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 &amp; 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.

Historically speaking, marketing and entrepreneurship have been separated into two different concepts. However, more and more studies are now doing a link between them. They have shown that both concepts have strengths but also weaknesses. Marketers are not entrepreneurial and innovative enough, and entrepreneurial businesses that do not include marketing are less competitive on the market than those who use marketing. These new pieces of research put forward the idea that an innovation does not imply value making for an enterprise. The marketing part that increases the customer value and really makes the difference on the market. The purpose of this thesis is to discover and evaluate the importance and the role of the relationship between entrepreneurship and marketing in the SME SFA Romani. It will then study how this relationship helps SFA Romani in their new strategy (creation of a new R&amp;D department) with the increasing of the customer value as main objective. In order to fulfil the purpose, a deductive approach has been used. Four members of the new R&amp;D department have been interviewed around their vision of the connection between entrepreneurship and marketing. Finally, and after analyzing the empirical data, a conclusion has been drawn. It showed that the new strategy of the company uses entrepreneurial marketing. Firstly, through a close cooperation between the different departments of the company. Secondly, through marketing tools used to understand the customers’ needs and to increase the final customer value. This study finally shows that entrepreneurial marketing is a sustainable way for SFA Romani to increase its competitive advantage and to ensure its long-term survival on the market

Marketing is a broad subject with many different areas. Part of the marketing that has been of great importance is the 4P:s also known as the marketing mix. Marketing mix is included in one of the traditional marketing approaches. In recent years there have been some changes and have begun looking at new ways of looking at marketing. One of the ways is entrepreneurial marketing to the effect that the company tries to use its resources optimally. For example, usage of network marketing and creative resource-commercial, which is useful for small and resource-poor firms. The purpose of this study is to investigate and understand how entrepreneurial companies market and establish themselves. The survey methodology in the study is a qualitative case study. A study of four interviews with innovative companies. The companies included in the study are Creality, Avtal24, FlexGrip and Brottsportalen.se. The interviews were recorded with a dictaphone and has since become the basis of empirical data in the work.From data collected in the empirical data was then carried out an analysis in which empirical evidence and theories were contrasted and analyzed. The findings showed that companies in the study were innovation-oriented and was based on themselves and their ideas when they created businesses, something that came naturally to an entrepreneurial companies and individuals have created. They also showed that companies had deliberately positioned itself but that it was a process that evolved. Advertising was also something that was a low priority because of lack of resources meant that the companies used the methods that are affordable and natural resources, such as joint-ventures with other companies. Instead of the traditional methods for collecting information, companies have used the personal network and contacts with potential customers to obtain information on the market. The companies in this study has shown signs of making use of an entrepreneurial marketing, while also using techniques that may belong to a traditional way of marketing themselves. / Marknadsföring är ett brett ämne med många olika områden. En del av marknadsföringen som har haft stor betydelse är de 4P:na även kallat marknadsmixen. Marknadsmixen ingår i ett av de traditionella marknadsföringssynsätten. Under senare år har det skett en del förändringar och man har börjat titta på nya sätt att se på marknadsföring. Ett av de sätten är entreprenöriell marknadsföring som går ut på att företaget försöker utnyttja sina tillgångar optimalt. Exempelvis användande av nätverket i marknadsföring och kreativ resurssnål marknadskommunikation, vilket kan vara användbart för mindre och resursfattiga företag.Syftet med denna studie är att undersöka och förstå hur entreprenöriella företag marknadsför och etablerar sig på nya marknader.Undersökningsmetoden i studien är en kvalitativ fallstudie. En studie med fyra intervjuer med innovativa företag. Företagen som ingår i studien är Creality, Avtal24, FlexNgrip och Brottsportalen.se. Intervjuerna spelades in med diktafon och har sedan blivit grunden för empirin i arbetet.Från data som samlades in till empirin gjordes sedan en analys där empiri och teorierna ställdes mot varandra och analyserades.Slutsatserna visade att företagen i studien var innovationsorienterade och utgick från sig själva och sina idéer när de skapade företagen, något som kom naturligt för ett entreprenöriellt företag som privatpersoner har skapat. De visade även på att företagen inte medvetet hade positionerat sig utan att det var en process som växte fram. Reklam var även något som var nedprioriterat då bristen på resurser medförde att företagen använde sig av metoder som är överkomliga och resurssnåla till exempel samarbeten med andra företag. Istället för traditionella marknadsundersökningar för inhämtning av information har företagen använt av sitt personliga nätverk och genom kontakter med potentiella kunder för att få information om marknaden. Företagen i studien har i sin marknadsföring visat tecken på att använda sig av en entreprenöriell marknadsföring, samtidigt som de även använder tekniker som kan tillhöra ett traditionellt sätt att marknadsföra sig.

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of communities, especially when they are combined with traditional approaches such as celebrity endorsement. The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in entrepreneurial marketing on social media and they might become only short-lived. Employing structural equation modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among 234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate the long-term effects of entrepreneurial marketing on social media. We present the contributions and implications of our findings as they affect research and practice.

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Purpose – The purpose of this thesis is to understand how specialist firms develop in a concentrated industry by analyzing how microbreweries develop and operate on the Belgian market. Then, the literature reviewed used to build the theoretical foundation of this work is centered around the Resource Partitioning Theory and Niche Marketing Theory to explain this phenomenon. Design/methodology/approach – A cross-case analysis was undertaken. Five Belgian Microbreweries were examined. The data were gathered through interviews conducted with owners of microbreweries based on a structured questionnaire, as well as through secondary data. In addition, an analysis of the Belgian beer industry was conducted, using as secondary data, such as the existing literature on the beer industry, as well annual reports from Beers Associations. Findings – In opposition to the big companies that dominates the center of the market leveraging on economies of scales, the microbreweries strived to create unique products that have a high quality in term of taste. Moreover, they focused their efforts in their region, creating value first for local consumers and not all have an ambition to sell in the whole country or to internationalize the product. Thus, the microbreweries managed to create both functional and symbolic value to the consumers. However, the authors found that the symbolic value created by the breweries had more component than cultural heritage, local and specialist identity. Then, relationship was of importance for the microbreweries as they sought personal contact with their consumer and tried to be involved in their community as well as cooperated with other breweries (coopetition).   Overall, the microbreweries practices followed what is described in niche-marketing and entrepreneurial literature. Originality/value – First, this research participates to the resource partitioning literature by contributing to the limited knowledge on how specialist firms are operating, Then, this exploratory study is focused on an understudied area that is how microbreweries runs, that is especially true on the Belgian market as it was barely explored before. Thereafter, this thesis can be used as inspiration for new researches in different countries or with different approaches and/or theories.

Small businesses have often been neglected in traditional marketing research as it has primarily focused on large, resource-rich companies. Small entrepreneurial companies are characterized by the fact that the entrepreneur is the main coordinator in the company. This differs from larger companies that usually employ specialists who possess expertise in specific areas. In Sweden, 99.2 percent of all companies are classified as small companies, which means that more research on small companies and how they use entrepreneurial marketing is of high relevance. The purpose of this study is to contribute with knowledge about how small- and upcoming B2C-enterprises use entrepreneurial marketing. The study also aspires to increase the understanding of the entrepreneur's role in their business by answering two research questions:  -  How are small- and upcoming B2C-enterprises using entrepreneurial marketing? -  What role does the entrepreneur possess in small-and upcoming B2C-enterprises?  A qualitative method based on semi-structured interviews with entrepreneurs of small- and upcoming B2C-enterprises is approached in this study. The selection was carried out via a targeted selection. The study has a deductive approach based on previous research as well as existing theories and models. The collected material has been analyzed using thematic coding.  The study states that the entrepreneur possesses a vital role as their knowledge, intentions and ambitions regarding marketing reflect the marketing pursued by the company. Entrepreneurs in small-and upcoming B2C-enterprises advantageously use organic marketing where the entrepreneur often incorporates customers to a greater extent than as a mere paying actor. The study also establishes that small-and upcoming B2C-enterprises that operate in static markets, and that intend to expand, will benefit from more elaborated marketing strategies. / Småföretag har ofta försummats i den traditionella marknadsföringsforskningen då det främst har fokuserats på stora företag som besitter mycket resurser. Små entreprenöriella företag kännetecknas av att entreprenören är huvudaktören i företaget. Detta skiljer sig från större företag som oftast har anställda specialister som besitter expertiskunskap gällande konkreta områden. I Sverige klassas 99,2 procent av alla företag som ett litet företag, vilket innebär att mer forskning på just småföretagen och hur de tillämpar entreprenöriell marknadsföring är av hög relevans. Syftet med denna studie är att bidra med kunskap om hur små- och nya B2C-företag tillämpar entreprenöriell marknadsföring samt öka förståelse för entreprenörens roll genom att besvara två forskningsfrågor:  -  Hur använder små- och nya B2C-företag entreprenöriell marknadsföring? -  Vilken roll har entreprenören i små- och nya B2C-företag?  Det metodologiska tillvägagångssättet för studien är en kvalitativ metod baserad på semistrukturerade intervjuer med entreprenörer av små- och nya B2C-företag. Urvalet genomfördes via ett målstyrt urval. Studien har en deduktiv ansats med utgångspunkt från tidigare forskning samt befintliga teorier och modeller. Det insamlade materialet har analyserats med hjälp av tematisk kodning.  Studien konstaterar att entreprenören besitter en vital roll då deras kunskap, intentioner och ambitioner angående marknadsföring återspeglar företagets marknadsföring. Entreprenörer i små- och nya B2C-företag använder fördelaktigen organisk marknadsföring där ett stort ligger på att inkorporera kunder i en högre utsträckning än som enbart en betalande aktör. Studien fastställer även att små- och nya B2C-företag som är verksamma på statiska marknader, och som avser att expandera, kommer gynnas av en mer strukturerad marknadsföring.