The Founder’s Approach: How Start-ups Attract Attention and Earn Trust in the Food Industry
(2021) ENTN19 20211Department of Business Administration
- Abstract
- Purpose:
This study aims to investigate how start-ups use entrepreneurial marketing to attract as well as retain customers and compete against large companies in the food industry under the assumption that large corporations are adapting entrepreneurial marketing approaches.
Methodology:
The inductive qualitative study is based on eight semi-structured interviews with active founders which provided us with detailed impressions of their marketing practices used.
Findings:
The findings imply that start-ups should aim to gain their customers’ trust. That is achieved through transparency and clear positioning as well as communication of core values, conveyed by the founder in order to radiate authenticity, credibility and reliability.... (More) - Purpose:
This study aims to investigate how start-ups use entrepreneurial marketing to attract as well as retain customers and compete against large companies in the food industry under the assumption that large corporations are adapting entrepreneurial marketing approaches.
Methodology:
The inductive qualitative study is based on eight semi-structured interviews with active founders which provided us with detailed impressions of their marketing practices used.
Findings:
The findings imply that start-ups should aim to gain their customers’ trust. That is achieved through transparency and clear positioning as well as communication of core values, conveyed by the founder in order to radiate authenticity, credibility and reliability.
Contributions:
This study confirms and extends the existing literature on entrepreneurial marketing by suggesting potential new approaches to the field. Moreover, it lays the foundation for further research regarding sustainable competitive advantage of start-ups over larger companies through specific entrepreneurial marketing activities. (Less) - Popular Abstract
- Purpose:
This study aims to investigate how start-ups use entrepreneurial marketing to attract as well as retain customers and compete against large companies in the food industry under the assumption that large corporations are adapting entrepreneurial marketing approaches.
Methodology:
The inductive qualitative study is based on eight semi-structured interviews with active founders which provided us with detailed impressions of their marketing practices used.
Findings:
The findings imply that start-ups should aim to gain their customers’ trust. That is achieved through transparency and clear positioning as well as communication of core values, conveyed by the founder in order to radiate authenticity, credibility and reliability.... (More) - Purpose:
This study aims to investigate how start-ups use entrepreneurial marketing to attract as well as retain customers and compete against large companies in the food industry under the assumption that large corporations are adapting entrepreneurial marketing approaches.
Methodology:
The inductive qualitative study is based on eight semi-structured interviews with active founders which provided us with detailed impressions of their marketing practices used.
Findings:
The findings imply that start-ups should aim to gain their customers’ trust. That is achieved through transparency and clear positioning as well as communication of core values, conveyed by the founder in order to radiate authenticity, credibility and reliability.
Contributions:
This study confirms and extends the existing literature on entrepreneurial marketing by suggesting potential new approaches to the field. Moreover, it lays the foundation for further research regarding sustainable competitive advantage of start-ups over larger companies through specific entrepreneurial marketing activities. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9053572
- author
- Unrau, Daniel LU and Dimter, Lucas LU
- supervisor
-
- Ziad El-Awad LU
- organization
- course
- ENTN19 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Entrepreneurial Marketing, Start-ups, Founder, Food Industry
- language
- English
- id
- 9053572
- date added to LUP
- 2021-07-30 15:49:09
- date last changed
- 2021-07-30 15:49:09
@misc{9053572,
abstract = {{Purpose:
This study aims to investigate how start-ups use entrepreneurial marketing to attract as well as retain customers and compete against large companies in the food industry under the assumption that large corporations are adapting entrepreneurial marketing approaches.
Methodology:
The inductive qualitative study is based on eight semi-structured interviews with active founders which provided us with detailed impressions of their marketing practices used.
Findings:
The findings imply that start-ups should aim to gain their customers’ trust. That is achieved through transparency and clear positioning as well as communication of core values, conveyed by the founder in order to radiate authenticity, credibility and reliability.
Contributions:
This study confirms and extends the existing literature on entrepreneurial marketing by suggesting potential new approaches to the field. Moreover, it lays the foundation for further research regarding sustainable competitive advantage of start-ups over larger companies through specific entrepreneurial marketing activities.}},
author = {{Unrau, Daniel and Dimter, Lucas}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Founder’s Approach: How Start-ups Attract Attention and Earn Trust in the Food Industry}},
year = {{2021}},
}